Companies bet on the integration between the website, WhatsApp and social networks to offer a fluid and personalized service
Companies of all sizes are discovering that the future of customer service passes through multichannel integration, a model that connects the site, WhatsApp and social networks in a single continuous experience. If before the concern it was only “to be present” on different platforms, today the controversy is to ensure that this presence is coherent, personalized and intelligent.
Customers want fluidity, not barriers
The current consumer is impatient and not very faithful to a single point of contact. You can start looking with an Instagram product, the details of the order on WhatsApp and complete the purchase on the site or reverse that order without notice.
“This behavior requires companies without interruption. If the customer has to repeat information with each channel exchange, the experience becomes frustrating,” says Rafael Calixto, an expert from Zydon B2B and CEO.
For him, the biggest challenge is to maintain uniformity in service. “Without a platform that centralizes the data and history of consumers, the company loses context and risks offering redundant answers. This undermines trust and moves away the customer,” he adds.
Well beyond dashboard
Guido Sarti, Head of Data & Insights from the Gallery.ag, underlines that the integration of channels does not only mean accumulating metrics in relationships. The differential is to interpret the micro digital signs so called – small gestures that, isolated, seem irrelevant but together reveal clear intentions.
“The break before the click, the time reading of the return policy, the typing of a message that is therefore deleted … all this indicates consumption or objection of the consumer,” he explains.
According to Sarti, companies capable of detecting these signals in real time can act before the interest is lost: “A system that perceives the application at the time of payment and sends a security message on the right channel can save the sale”.
The technology behind integration
The progress of platforms such as integrated CRM, intelligent chatbots and automation systems has allowed companies to cross the data between the channels. Today it is already possible to map if the same user who saved an Instagram post also compared the prices on the site and therefore requested more information on WhatsApp.
This “digital path” constitutes a sort of behavioral press. If analyzed by algorithms, it can carefully indicate if that consumer is about to buy, give up or simply research.
“The multi -channel is not everywhere. It is in the right places, with integrated channels and algorithms that read and act in real time. Those who do not do it have only facade”, summarizes tailors.
Cultural change within companies
But technology alone is not enough. Experts point out that multichannel integration also requires the change in organizational mentality. Marketing, sales and services teams must share data and work in collaboration.
For Calixto, this transformation is decisive:
“Integrating channels means breaking silos within companies. The customer does not see the departments, he sees a single sign. If each area acts in insulation, the experience loses consistency.”
Preventing abandonment is cheaper than saving
Another crucial point is to identify the signs of abandonment before the customer’s decision is definitive. Increasingly shorter navigation sessions, less deep visits to the site, the Instagram interaction falls or the unanswered readings on WhatsApp are a clear evidence of disinterest.
The prepared companies can act before the retreat. “Often the relevant information converts more than one discount,” explains Sarti.
What is at stake
With over 100 million Brazilians active on WhatsApp and an e-commerce market that moved $ 185 billion in 2023, according to Neotrust, the scenario leaves no doubt: the integration of the channels stops being differential and became competitive survivor.
If well done, the integration brings earnings on three fronts:
- Consumer experience, which finds fluidity and trust;
- Operational efficiency, with less layoffs and faster answers;
- Strategic intelligence, since the data collected in real time reveal previously invisible behavioral models.
The future: from the performance to the forecast
For experts, the next step is the prediction of behavior: transforming digital hesitation into concrete and personalized opportunities.
This means that in the near future, the company could foresee not only when the customer is about to buy, but also which product is more likely to interest them, which channel and in the exact moment.
“We are in the middle of this journey. The more digital signs we interpret, the more we will bring the diversity of consumer behavior closer,” says Calixto.
Source: Terra

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