Salesforce and WhatsApp have entered into a new partnership that will bring instant messaging capabilities to the Customer 360 platform.
The partnership, announced during Dreamforce 2022will provide businesses with a new way to communicate with customers thanks to WhatsApp integrations for multiple Salesforce CRM applications.
The arrangement will set the stage for “convenient, integrated and personalized experiences between people and businesses,” Salesforce says, as well as meeting the need for greater consistency across communication channels.
WhatsApp is coming to Salesforce
Historically, businesses have communicated with customers either in person or through them emailbut Salesforce believes that instant messaging is “the next great frontier of customer engagement”.
Research from Kantar, cited by Salesforce, suggests that a healthy majority (66%) of customers now prefer to communicate with businesses via messaging platforms, which enable conversational interactions.
By building WhatsApp messaging into its suite of products, Salesforce aims to help businesses meet these new preferences and build more personal relationships with their customers.
Specifically, WhatsApp messages will be embedded in Salesforce Marketing Cloud, Service Cloud, and Commerce Cloud applications to support promotional and customer service use cases.
“Our clients engage audiences in the US and around the world, which requires them to constantly find ways to improve the customer experience by connecting every customer touchpoint to the source of truth to create truly personalized experiences, at scale,” said Michael Affronti, general manager of messaging at Salesforce.
“WhatsApp’s first enterprise exchange enables every Salesforce customer to deliver personal and conversational experiences that increase sales, improve customer service and engage customers wherever they are.”
WhatsApp messaging will be coming to Salesforce Marketing Cloud in December, with further integrations coming in the coming months.