UK Retailers Boost Customer Service with WhatsApp and Chatbots
Global customer engagement firm CM.com reveals Britain’s top retailers are enhancing their customer service offerings, driven by a rise in WhatsApp usage and chatbot integration.
WhatsApp Drives Major Gains in Customer Response Performance
In an audit of the customer service performance of the UK’s top retailers, CM.com found that retailers employing WhatsApp channels for customer service dramatically outperform their competitors—scoring 58% higher on average in response speed and effectiveness compared to those without WhatsApp support.
Leading High Street Brands Included in the Audit
The audit, which included major retailers such as John Lewis, Next, B&Q, and M&S, evaluated the speed and efficiency of customer service channels and the availability of support tools like chatbots and phone lines.
Chatbot Integration on the Rise Across Retail
The research highlights a notable shift in customer service strategy: nearly half of the UK’s leading retailers (12 out of 25) now offer live-chat-connected chatbots, marking a 71% increase since 2022.
Multi-Channel Service Becomes the Norm
Gone are the days when phone or email were the only support options. Today’s retailers offer an average of seven customer service channels, including Instagram, Facebook Messenger, and online chatbots, to meet customers where they are.
Gaps Still Remain—Especially on Social Platforms
Despite the growing number of contact options, 8% of common customer queries still go unanswered. Instagram is a key area of concern: while many brands label the platform as customer-active, nearly half of unanswered queries were found there, often without a timely or effective response.
Conversational Tech + Human Support = Best Results
James Mathews, UK and Ireland Country Manager at CM.com, explains:
“Retailers recognise that delivering an exceptional customer experience is now non-negotiable… Those that blend conversational technologies like WhatsApp and live chat with human support significantly outperform their peers—not just in customer satisfaction, but in overall performance.”
WhatsApp: A Powerful Tool When Staffed by Humans
Mathews adds that WhatsApp is most effective not as a standalone chatbot platform but as a human-powered communication tool, delivering fast, personalised responses in trusted channels. Used well, these technologies reduce friction, boost loyalty, and drive stronger financial outcomes.
