Customers prefer WhatsApp over calls

Ivy Ong-Wood

got a question about a product or service? Hongkongers are reaching for their phones but to WhatsApp instead of call customer service.

A Meta-commissioned survey by Kantar of 500 local adults in July found that 71 percent of Hong Kong consumers engage with businesses on WhatsApp at least once a week. Close to half indicate that WhatsApp is their preferred communication channel for contacting businesses, compared to email (29 percent) and phone calls (28 percent).

Top reasons for using WhatsApp to connect:

customer support (41 percent).

getting information about a product (34 percent).

redeeming coupons (31 percent).

Those who prefer to use messaging apps to interact with businesses agree that this method:

is convenient and fast (51 percent).

provides quick access to up-to-date information (41 percent).

makes it easy to track and follow-up with enquiries, bookings, and purchases (39 percent).

"Our latest survey results highlight the growing importance of messaging and how this trend is reshaping the consumer journey," said Sunny Ko, Meta's Greater China head of industry.

"With 71 percent of surveyed Hong Kongers saying that they message businesses on WhatsApp at least once a week, there is an emerging opportunity for businesses of all sizes to enhance their marketing strategies by leveraging innovative messaging features to create personal connections with consumers."

Among the companies which have seen a growth in their business is Hong Kong-based Peak 21, which operates eCommerce brands such as Nutrition Kitchen. It uses Facebook and Instagram ads that click to WhatsApp to drive potential customers to a chat. This has led to an 18 percent increase in click-through rates and a 36 percent reduction in cost per add-to-cart.

Local perfume brand Floroma uses the WhatsApp Business Platform to increase customer engagement and encourage in-store purchases.

"Our business thrives on building genuine and emotional connections with our customers. Embracing WhatsApp has enabled us to engage with customers on a much more personal level," said founder Jane Weng. "With features like automated greetings, quick replies, and streamlined browsing through the catalog, we've been able to make our communication with customers more efficient too."

Since using WhatsApp, the company has seen open rates of over 65 percent for customized messages, compared to using traditional channels only.

ivy.ong@singtaonewscorp.com