With a market penetration rate close to 100% in China, WeChat is the nation’s largest Instant Messenger and acts as a combination of Apple Pay, Facebook, Instagram, WhatsApp, Google News, Tinder, and your local taxi booking service for 1 billion active users. But WeChat is not just confined to China, it has been gaining worldwide momentum as well with businesses trying to engage their Chinese customers or attract new ones.
All in all, WeChat is a massive ecosystem for businesses to leverage. Many brands have embraced custom websites just for WeChat, launched major products over the app’s live streaming capability, developed games to promote their business, and much more. If your business is operating in China and you don’t have a WeChat presence yet – then setting up a WeChat Official Account is the first step.
If you already have a WeChat Official Account and want to link it to your maaiiconnect account, see our step-by-step guide here.
What is a WeChat Official Account?
Easily integrated into your maaiiconnect account, a WeChat Official Account is a must-have, and becomes a complete engagement hub to:
- Engage followers
- Answer enquiries
- Send targeted content (in the form of articles)
- Send push notifications
- Redirect followers to a website/e-commerce
Basic features of a WeChat Official Account:
- Broadcast messaging – in the form of multimedia articles
- Direct messaging – with a user in the chat interface, usually for customer service
- Comment management – on shared articles
- Welcome message – a customisable automatic message to greet new followers which can link to articles, websites, ecommerce and more
- Automatic reply – set up automatic responses to common questions
- Customisable menu bar – interactive menus that followers can navigate to find articles, or link to websites
There are 2 main types of official accounts for customer engagement:
WeChat subscription accounts focus on informative content and communication and resemble a daily news feed. Articles can be published once per day to subscribers, in groups of 1 – 6 articles. All updates from a subscription account appear in the followers’ subscription folder with no push notifications. Followers will need to open the subscriptions folder to find the updates, which will appear with updates from other subscription accounts similar to a Facebook news feed.
Subscription accounts are ideal for media, influencers, and businesses that want to post content regularly.
WeChat service accounts offer a lot of features, especially focused around customer service, API integrations, e-commerce, and customer management. Service accounts are ideal for businesses expecting to conduct sales and ecommerce on WeChat, and have access to 9 advanced APIs from WeChat to create additional apps and functions such as Instant Customer Service or GPS – so customers can get information as quickly as possible.
Service accounts can publish up to 4 updates per month, with 1-6 articles each time. When the updates are published, they appear as push notifications in the followers’ chat list. Compared to a subscription account, the posting frequency is lower, but the visibility is higher and features are more robust. Service accounts also can set up an interactive menu for followers to easily navigate available article and links on the account.
Connect your WeChat Official Account to maaiiconnect
Being present on WeChat is essential to engage Chinese customers, but many businesses fear adding an extra channel to their communication mix. But don’t worry – by integrating your WeChat Official Account with your maaiiconnect dashboard alongside WhatsApp Business, Facebook Messenger, live chat, SMS, and virtual number services, you can engage omnichannel customers hassle-free and utilise more tools to increase satisfaction rates!
maaiiconnect is not a full management system or backend for WeChat Official Accounts, but supports teams to intelligently manage enquiries and provide more targeted support. All customer enquiries coming through your WeChat Official Account will appear as incoming enquiries on your maaiiconnect dashboard alongside those from other channels. Set up smart routing to connect customers to the right agent, and leverage comprehensive omnichannel reports & insights to see the big picture of all your communication channels and staff activity instead of piecing everything together channel by channel.
If you’re looking to engage customers through WeChat with maaiiconnect, simply start a chat with us today.