Changing Consumer Behaviour Drives the Digitalisation of Customer Services

Jakarta (ANTARA) – Changes in consumer behaviour, with people increasingly relying on instant messaging applications, are prompting businesses to strengthen digital customer services to improve response times, operational efficiency and the quality of communication with consumers.

WhatsApp is one of the channels widely used by companies to handle product enquiries, orders and customer complaints. However, the growing volume of messages has exposed the limitations of the standard application, particularly when conversations need to be managed by multiple staff members.

This has led companies to use official WhatsApp API providers, which allow several agents to manage a single business number, automate customer responses and integrate the service with company operating systems.

Integrating WhatsApp with customer relationship management (CRM) systems and e-commerce platforms also allows customer data and transaction histories to be managed centrally. Chatbots can speed up responses to routine enquiries, enabling staff to focus on issues that require more specialised attention.

Nevertheless, the introduction of digital services requires attention to data security, compliance with platform rules, staff readiness and technical support. Jatis Mobile offers Coster as one solution for managing customer communications through WhatsApp, which can be integrated with companies’ business systems.

The use of integrated communications technology is expected to help businesses improve service quality, optimise operations and maintain customer relationships amid growing demand for services that are fast and easy to access.