During 2008, I had the opportunity to work with a bank to streamline its IT landscape. It took months to name all the systems in place; the bank had hundreds of systems, many of them redundant. Since this chaotic situation is not unique to banks but the reality for most large enterprises, it is not a surprise that IT consolidation has become top priority.

About the same time that CIOs began to focus on the imperative for consolidation, retailers started to push the integration of physical (offline) and digital (online) channels to offer a unified brand experience. Driven by these two forces, the magic term omnichannel started to culminate during 2011.

Source: Google

Omnichannel makes a lot of sense – Who doesn’t want to remove redundancy and have one cohesive customer experience?!

But three critically important issues have to be considered:

  1. One size cannot fit all. If customer-care in messaging is 5X more productive, it doesn’t make much sense to put it under LCD with old platforms that were designed for synchronous, expensive chat or voice conversation.
  2. Consumers want great support whenever they wish and over their preferred, day-to-day communication channel, whether WhatsApp, WeChat, iMessages or Facebook Messenger, and dollars spent on legacy systems is kind of “yesterday’s problem”
  3. Omnichannel projects often take years. Omni in messaging, however, results in an immediate impact on the brand’s NPS, CSAT and OpEx KPIs. Why wait?

For me, your customer, WhatsApp is the ultimate Omnichannel!

WhatsApp is the ultimate Omnichannel, this is where we spend our time and this is our preferred form of communication, we don’t like to wait for the other side to be online to tell what we want.

Asynchronous conversations enable brands to deliver great experiences in a way that is 70% more efficient than traditional synchronous voice or web conversations. Does it make sense to put a golden egg like messaging in one basket with all the other (broken) eggs?