6.1.4 BEST PRACTICE Learnings

Learnings and Tips

  • Arguments, such as "WhatsApp is too much work", do not count. Many people use this service privately; why not use it for the company?
  • If you use a mobile phone number for WhatsApp: Forward the calls from the smartphone used to the travel agency’s landline
  • Take turns for answering the requests so that each individual member of staff has not too much to do
  • WhatsApp Web instead of typing on a smartphone - it is faster and easier to write on a PC. Let WhatsApp Web open the whole day as window or tab.
  • Communicate your WhatsApp number at different places to draw your customers’ attention to it
  • Save contacts in an iCould account, for example
  • Never contact customers unrequested. Let customers be the ones who make the first step and/or write the first message
  • Store the chat record - delete personal data (images, etc.) promptly
  • If you communicate with customers: end your messages with a personal signature or goodbye and the name of the person who is sending the message. You can then always track who has written what.
  • Link WhatsApp with other tools and services to make offers
  • WhatsApp can be used for simply answering travel-related questions and to communicate with customers as well as for selling services
  • Do not let technological progress roll past you. Use technical innovations and possibilities to support and optimise your service
  • Selling services should not be the focus in social media. It is more important to be present and to network

6.1 WHATSAPP (eng) S.3 (2)


Data protection

Since April 2016, WhatsApp messages and calls are end-to-end encrypted, provided both users have installed the most recent version of this app. This means, messages sent by a user can only be read by the recipient. The complete transfer from one user’s device to the recipient’s device is encrypted so that third parties and, in particular, WhatsApp cannot read the messages. Undelivered messages are stored on WhatsApp servers for up to 30 days.

If the user is in Europe, it has to be assumed that data protection laws based on the European Data Protection Directive of 1995, such as BDSG in Germany, also apply for receiving and sending data through WhatsApp. For data sent through WhatsApp, this mainly refers to personal data, i.e. also the phone number used to register a user with WhatsApp. Please note that the owners of phone numbers have to consent to the use of their data for each form of communication, both internally and with customers.



WhatsApp also for concluding contracts

In general, it is possible to conclude contracts through WhatsApp or send offers that will result in a valid contract if not any particular form for signing a contract is required. Make sure to observe rights of cancellation and revocation instructions as well as other requirements for distance selling deals. In addition, exchanging sensitive data between the contracting parties might be required, such as payment data (credit card data) or precise location data. This does not only affect data privacy but also payment security. Consequently, parties providing services or selling products through WhatsApp will have additional (due diligence) duties.


Data transfer to WhatsApp servers in the United States

When you register, your phone number will be transmitted to the servers of WhatsApp in the United States. However, the US server does not only collect the number entered by the user to register for WhatsApp, but simultaneously synchronises all other phone numbers stored in the phone address book or contacts of the user’s end device with the WhatsApp database to decide whether these phone numbers are WhatsApp contacts, i.e. whether these other numbers have already been registered for the service, so that these contacts can be added to the user’s WhatsApp contacts. When you use WhatsApp for company purposes, use a phone on which only numbers that are already registered for WhatsApp are saved. This avoids that numbers of uninvolved parties are transmitted to WhatsApp servers because they have not agreed to the standardised synchronisation with the WhatsApp database and transmission of their phone numbers to the United States.

6.2 OTHER MESSENGER S.3

6.2.2 CHATBOTS


Chatbots are a huge new trend, which influences and changes communication in the tourism industry. Chatbots are text-based, automated dialogue systems, digital robots using artificial intelligence, which – in ideal cases – allow companies to automate and thus scale dialogues with (potential) customers in messenger apps. Tourism companies using chatbots are Expedia or Kayak, for example. Chatbots can mainly be used with structured data or for standardised requests.





The example shows a conversation with the Expedia chatbot used for a hotel search. The same can be seen for flight search on Kayak.



Chatbots cannot be purchased as standardised products yet, they are always programmed individually. Not always, they work perfectly. It will take some time for chatbots to develop their full potential. We will definitely see great developments in the years to come, and chatbots will probably find their way to mass market. An important factor is development of the artificial intelligence so that users are not longer capable of noticing whether their chat partner is a human being or a bot.



Summary

  • Messengers are the most commonly used social networks
  • Messenger marketing will become the most interesting social media marketing channel
  • Messengers offer new ways of communication with customers
  • Messenger marketing is extremely used with official commercial functions
  • Chatbots quickly and efficiently convert booking requests in bookings

6.2 OTHER MESSENGER S.2


All messages can be customised and personalised so that you can address your customers directly with their name. It is also possible, for example, to mention the travel agency’s phone number in an instant reply to inform customers that they should call in urgent cases because they would get a faster reply.



The Response Assistant also lets you configure what is shown about your page’s response time, i.e. whether you want to inform users how fast messages are answered, and, if yes, in which way. The following options are provided: 

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  • Automatically show your average response time for Messages
  • “Typically replies right away” 
  • “Typically replies in minutes” 
  • “Typically replies within an hour” 
  • “Typically replies in a few hours” 
  • “Typically replies in a day”


Please note that the users’ expectations rise if you set the “Typically replies right away” or “Typically replies in minutes” options and that they count on getting a prompt reply. Should you not be able to fulfil this, we recommend choosing your actual response time or “Typically replies in a day”.

6.2 OTHER MESSENGER S.1

6.2 OTHER MESSENGER



6.2.1 FACEBOOK MESSENGER

Another messenger is offered by Facebook: Facebook Messenger. On the one hand, it is possible, of course, to send Facebook messages to other people and pages using Facebook’s desktop version. On the other hand, Facebook Messenger offers a new smartphone app because the Facebook app no longer allows sending direct Messages.



In general, you should allow or enable users to send messages to your page and not disable this function.

Under “Settings” of the Facebook page, you can choose further options for sending messages to the page.





The “Response Assistant” is particularly interesting. You can define automated answers for different scenarios.



The Response Assistant can be configured for the following cases: 

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  • Automated answers for messages received outside opening/work hours: You may set a period, e.g. from 6 p.m. to 8 a.m. or during the weekend, when the channel is not monitored. This allows you to send an automated response to customers sending messages during this time. This message can inform customers that no member of staff is currently available so that the request will not be processed immediately.
  • Instant replies: Furthermore, you can define instant replies that are send each time a message is received. This informs the customer that the message has been received and will be processed shortly.
  • Greeting: Configure a message that users will see the first time they open a conversation with you on Facebook Messenger, i.e. when they first send a message to your page and open the message box for the first time.

6.1 WHATSAPP (eng) S.5

6.1.4 BEST PRACTICE: “DIE URLAUBSINSEL” – LCC TRAVEL AGENCY IN POSTBAUERHENG


Quickly send a photo to those who stayed at home, ask them if everything is alright – the smartphone is ready to hand, also while being on holiday. “Why shouldn’t we benefit from this and use WhatsApp for travel agency business?” that’s what Christian Reininger of the LCC travel agency in Postbauer-Heng thought. At the beginning of 2016, the travel agency team started a test run and created its own agency WhatsApp number. The only condition was that the customers needed to contact the agency themselves; customers are not contacted without request or consent. “We do not want to annoy them”, says Reininger.  Customers get this WhatsApp number when they pick up their travel documents – whether they register and use this service or not, that’s up to them. Furthermore, the number can be seen in the shop window, is added to the e-mail signature and mentioned in newspaper ads. WhatsApp inquiries are processed by means of computer software on a PC. Each week, another employee is responsible for answering the WhatsApp inquiries. Communication is informal – matching the medium.




120 contacts have been generated in the first six months after going live. Customers who use this service do not only use it for simple requests or services, such as seat reservations. Customers also contact the travel agency for information about cruises or trips to South Africa. For this service, the team uses additional LCC tools to compile the offers in form of a website and then send it through WhatsApp.

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Nevertheless, Reininger sees WhatsApp more as a communication tool than as a sales instrument.  “We do not let digital technology roll past us, we should also use it”, says Reininger. For five years, this travel agency has already been using iPads in customer talks to show the customers online ratings of the accommodation, visualise the location of the hotel in Google Maps or to make a virtual tour of the hotel. To be present on social media, such as Facebook and Instagram, is also a matter of course for Reininger.


6.1 WHATSAPP (eng) S.4


Group chat function

Group chat allows communication between different users who have been added to the group. However, group chat involves a risk with regard to data privacy because this group might include contacts who are known to the administrator of the group but who do not know each other, i.e. who do not have each other’s phone numbers. But phone numbers of all added WhatsApp users are visible to all group members. They cannot decide on whether to disclose their phone numbers to other users or not. If they have not configured that their profile is only visible to their contacts, not only phone numbers but also profile pictures, the user’s status, etc. are disclosed to other users without them having agreed to the use of their (personal) data.  We recommend you to ask users in advance whether they agree to being added to a group chat and to inform them that their number will also be visible to other chat members or to make sure that a user’s contact details are not disclosed to other chat members. This is possible, for example, by using the Broadcast function, which allows sending a message simultaneously to several users without having added them to a group. The recipients will receive these messages in their personal chats and will not know who else receives this message apart from them. A group chat, i.e. recipients of the message communicating with each other, is not possible this way.



Advertising law

According to general understanding, advertising is everything that can contribute to the sale of a good or provision of a service. Basically, almost all actions of a company can be understood as advertising because, in the end, a well-working customer support can also result in satisfied customers purchasing goods or services of this company again. It can be argued whether the preceding example really is advertising. However, there are purposes for WhatsApp in corporate communication for which the answer is clearer: regularly sending newsletters to customers, sending offers of the company, etc.


Make sure that the regulations and provisions of data protection and unfair competition legislation (in Germany, UWG) are observed. Both regulate that users have to consent to the use of their data for those purposes. Users have to agree to receive promotion material electronically.



Mostly, the double opt-in procedure is used. This means, that a user’s contact details have to be verified twice to make sure that they are aware that they allow advertising through their phone numbers. If the WhatsApp users interested in receiving promotional material add their mobile phone numbers in a form provided on the company website, they receive a WhatsApp message to their phone numbers that has to be answered with a defined word that may be mentioned on the website, such as “Start”. This procedure can mainly guarantee that the person who has entered his/her mobile phone number in the mask also agrees to receive adverts.  It is also possible that the user contacts you through a WhatsApp number mentioned on your corporate website, for example, and sends the defined word, such as “Start”, to subscribe to the newsletter. The user’s active action is required to signalise that he/she agrees to receive promotional messages. However, you have to inform the users what they can expect when they subscribe to your newsletter. You must give information about extent, contents and frequency of the newsletters or offers, and you have to inform the customers about what personal data are collected and where they are transmitted to. In addition to the WhatsApp contact number published on your website, you should also state information regarding data privacy and how users can unsubscribe from your WhatsApp communication.

6.1 WHATSAPP (eng) S.3

  • Other aspects to keep in mind:

Data protection

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Click here for more


Group Chat

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Click here for more

Concluding Contracts

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Click here for more


Advertising law

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lcc

Click here for more

6.1 WHATSAPP (eng) S.2


6.1.2 LET’S GET STARTED: WHATSAPP


To create a WhatsApp account, you need a smartphone and maybe a SIM card. For each SIM card and phone number, you can only create one WhatsApp account. One WhatsApp account can only be used on one smartphone at a time. It is not possible to use the same account on several smartphones.



WhatsApp Web

WhatsApp can not only be used on your smartphone, a desktop version is also provided: WhatsApp Web, (https://web.whatsapp.com/).




6.1.3 LEGAL PITFALLS
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Please note: The following text was not written by a lawyer. It should only be considered a recommendation without any guarantee. Please contact your lawyer if you need binding legal advice
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What is allowed when companies use WhatsApp for marketing purposes? What has to be observed with regard to data protection, advertising law and other pitfalls? Is commercial use of WhatsApp allowed according to their General Terms of Use?
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The last one can be answered as follows: WhatsApp allows communication between private people and companies for commercial purposes (last update of General Terms in August 2016). Sending offers by WhatsApp is allowed. Corporate communication using WhatsApp is possible. As for private contacts, users can block contacts if they consider messages spam. Third-party banner ads are not allowed on WhatsApp.

6.1 WHATSAPP (eng) S.1

6.1 WHATSAPP


Instant messaging services and messengers allow for direct and fast communication with your customers. Messengers achieve high reach on smartphones, which customers almost always carry with them nowadays. Messages sent through messengers normally reach the customers promptly. Campaigns using messengers achieve high click rates of up to 30% and a low unsubscribe rate in comparison with newsletters as long as the content is interesting and you do not send too many messages each day. The most important messaging services in Germany are WhatsApp and Facebook Messenger.




6.1.1 TECHNICAL OPTIONS OF WHATSAPP: HOW CAN I USE WHATSAPP IN MY DAILY TRAVEL AGENCY ROUTINE?


68-69% of the German Internet users use messenger services. Messengers have replaced traditional SMS. The messenger most often used in Germany, but also worldwide, is WhatsApp. The company was founded in 2009 and purchased by Facebook in 2014. With 37 million active users in Germany, WhatsApp has even overtaken Facebook.



WhatsApp is a smartphone app. To register, you need a phone number, to use it, internet connection by WLAN or mobile Internet. WhatsApp can also used with your desktop browser at https://web.whatsapp.com. WhatsApp allows you to send text messages, photos, videos, files, location info, contact info and voice messages to individual contacts or groups (max. 100 members) for free. Other WhatsApp users can also call you or use the video call function of the app to contact you. The Broadcast function can be used to send a message to up to 260 recipients at a time. Messages are sent in individual chats, i.e. each recipient gets the messages in an individual chat and can answer it.



Many websites allow you not only to share website contents or links on Facebook or Twitter but also to send it to WhatsApp contacts.

What opportunities does this provide to a travel agency using WhatsApp?