Colombian superapp Rappi announced the adoption of a new communication channel with its customers, Whatsapp. Initially, the service via Whatsapp will be exclusive to the Diamond customers, who can activate the platform at any time, since the service will be available 24 hours.
The adoption of Whatsapp as a channel of interaction with users signals Rappi’s focus on the user experience and complements the platform’s direct service network, which also offers open chat during active ordering for all users and 24-hour chat for Diamond and Prime users.
Rappi’s CCO, Caroline Merin, told the Olhar Digital website that the main metric for prioritizing the company’s projects is the NPS, an index that measures customer satisfaction. “The main focus should be on constantly improving our customers’ experience,” she said.
Rappi has been taken steps to be the most complete app in Latin America. After consolidating itself in the market for delivery of restaurants, pharmacies and convenience items, the superapp started offering services such as manicures, domestic activities, massages, among others.
Earlier January, Rappi also announced the launch of its digital bank RappiBank in Brazil. Created to offer financial services to users and businesses, the first product available in the new vertical is a working capital credit line aimed at the superapp partners.
The app had already created RappiPay, for payments and commercial area. It also announced RappiTravel for booking airline tickets, buses and hotels, with the intention of adding car rentals, tours and travel insurance.