Creating Customer Loyalty through WhatsApp

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Creating customer loyalty through App
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Identify the app- WhatsApp
WhatsApp is an instant messaging application present on different platforms such as iOS,
Android, Windows 10 Mobile, etc. It is undoubtedly the fastest growing communication
application. In its beginning it only sent text messages but now WhatsApp user can send images,
videos, audios, GIFs, location, etc. In addition user can make calls and video calls. WhatsApp
was created by Brain Acton and Jan Koum to make communicating and sending multimedia
messages easier and faster. In 2016, WhatsApp was acquired by Facebook for a final price of
21,800 million dollars, thus becoming part of the services of Mark Zuckerberg's company.
Undoubtedly, its technical characteristics and its usability have turned this app into a
communicative resource suitable for any user. Far from stagnating, thanks in large part to the
wide audience that uses it daily, the development of this application has made possible its use in
other areas of interest, among which is digital marketing1. If an assessment on which mobile
applications are currently most useful, WhatsApp would surely occupy the top positions in the
ranking. Since its inception, the app was already emerging as a medium with high demand, since
it was presented in society as the most direct and interactive instant messaging solution as
opposed to the mobile SMS system, which occupied most of the market until the end of moment.
As much for the daily level of active users, as for the intrinsic characteristics of the application,
WhatsApp is being used and implemented in the digital marketing strategies of companies and
brands. Currently, there are different business sectors whose profitability and communication
objectives are being met through the app thanks to the favorable expectations of customers in
their use. According to Facebook, WhatsApp has just surpassed the whopping figure of 1.5
billion users, and sending 60,000 million messages a day. This announcement coincides with the
1 March, Joshua. Message Me: the Future of Customer Service in the Era of Social Messaging
and Artificial Intelligence. Cork: BookBaby 2017

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launch of one of its most anticipated tools in the business world and the Social Customer
Service, the WhatsApp Business2. However, what is not clear is how WhatsApp help in creating
customer value. It is thus the goal of this report to give a detailed description on how WhatsApp
can be used to create customer value. The report will specifically focus on functional, social,
emotional, experience, time, place and problem-solving value.
Functional value of WhatsApp
It is undisputable that there are many tools that can be used to reach customers. However,
the success of any too depend on its functional value it can bring. The current millennial
generation tend to go for app services that can suit their needs. One of the factors they consider is
the different features found in the app. WhatsApp have virtually all features that the customers
would wish to have. Firstly, it is easy to install. All that is needed is to download the WhatsApp
application and then create an account using the mobile number. WhatsApp has a function or
feature that can allow users to send files3. WhatsApp also has a feature that can allow the
company create a group of customers and send one message to all of them instantly. Another
feature that adds functional value to WhatsApp is that it can enable users to make voice calls and
to record and send videos.
Novelties keep coming to the application that sets the tone in instant messaging. And that
one of its most expected features, video calls, have not yet stuck. WhatsApp has updated its
service in operating systems to include a series of features designed to offer a wider range of
options when sharing images and videos. With version 2.16.12 for the iOS operating system
( previously arrived at Android ), the "app" now allows user to draw or add text and "emojis" to
2 March, Joshua. Message Me: the Future of Customer Service in the Era of Social Messaging
and Artificial Intelligence. Cork: BookBaby 2017
3 March, Joshua. 123

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images and videos4. The editing tool, enlarged, gives the user the possibility to choose even the
thickness of the brush or the type of letter are just a gesture on the screen of the smart mobile
phone. With simple turns user can enrich the audiovisual content shared with the contacts. When
drawing, for example, user can choose between two special brushes, one to pixel or censor the
image and another to remove the color. And is that this type of stickers have stuck strong in
social networks and various mobile messaging applications in recent times and, now, are
enhanced in WhatsApp . These new functions of the camera are aimed at "customize and
improve the photos and videos user share with friends and family around the world. WhatsApp
have also added another option whereby group administrators can send invitation links to add
new contacts. Another way to enhance group conversations, another of the biggest interests of
the subsidiary company of Facebook. Another new feature that WhatsApp has incorporated into
its service is the possibility of using a front flash system that illuminates the screen in low light
conditions, in the style of the camera application present in iOS5
It is also important to note that WhatsApp does not have many algorithms. Unlike
platforms like Twitter , Facebook or Instagram, where user reach the audience organically each
time it seems more like a utopia, when one do marketing through WhatsApp he or she have total
access to Contact List , without any filters in between.
Additionally, WhatsApp allow exchange of media through different formats. Unlike
promotions by SMS, where the maximum number of characters accepted is 160, in WhatsApp
this number amounts to 1000, in addition to that user can choose different formats, which can
make communication with the potential client much more attractive. Videos, audios, GIFs,
4 March, Joshua. Message Me: the Future of Customer Service in the Era of Social Messaging
and Artificial Intelligence. Cork: BookBaby 2017
5 March, Joshua. 167