The Premier CX Workshop on January 27, 2026, led by Gareth Bray, focused on using WhatsApp for customer experience. Gareth introduced the three WhatsApp offerings: the consumer app, the small business app, and the enterprise-grade WhatsApp Business Platform (API). Gareth highlighted how businesses integrate the API to make WhatsApp a primary customer communication channel.
The workshop covered why businesses should use WhatsApp, platform capabilities, adoption strategies, implementation steps, and a Q&A. Messaging is preferred over calling by 70% of adults, and globally, 79% of online adults message businesses weekly. WhatsApp helps improve customer experience, retention, and agent productivity, reducing contact center costs by up to 85% and call volumes by 33%. Features include multimedia messaging, interactive buttons, and trust signals, with a 98% read rate.
Gareth emphasised asynchronous communication as a major advantage over web chat, allowing customers to engage at their convenience. Use cases demonstrated included appointment booking, remote diagnostics, instructional videos, and AI-driven self-service solutions. Proper setup, brand alignment, compliance (e.g., GDPR), and integration with CRMs and contact center platforms were highlighted as critical for success.
A phased adoption approach was recommended: start with simple use cases, expand to more complex interactions, and integrate AI gradually. During the Q&A, Gareth addressed productivity, multi-channel integration, data privacy, setup, costs, and common mistakes, providing real-world examples like Tesco’s WhatsApp adoption.
Thanks to Premier CX for this session and to all who attended.
