Scaling CX Surveys with WhatsApp
Project start
January 2025
Timeline
3 months
Client
Opinion Box
Services
UX, UI, User Research, IA & Data Analytics
Description
In the Opinion Box Customer Experience platform, users can monitor indicators like NPS, CSAT, and CES in real-time, all in one place. This project focused on implementing WhatsApp as a new survey channel, expanding feedback collection possibilities.
The challenge
The main goals were to seamlessly integrate WhatsApp into the existing workflow, provide predefined templates with full customization, and balance usability, personalization, and platform identity.
Research revealed strong strategic alignment: 82% of users already communicate with brands via WhatsApp, 75% of these interactions are for quick questions or information, and 67% use the platform for technical support. The key challenge was translating these user behaviors into tangible value for the platform.
Design Process
We began with a competitive analysis to understand how WhatsApp is being used across other survey platforms. From there, we explored multiple integration approaches — weighing the trade-offs between sending messages via external apps versus directly from our platform — and validated the most efficient workflow for our context. Throughout the process, we applied prioritization frameworks such as ICE to iterate on solutions that aligned with both user needs and product goals.
Solutions delivered
WhatsApp channel integration: WhatsApp added as an available channel option for distributing surveys and questionnaires.
Consistent platform experience: Survey and questionnaire creation is fully customizable.
Template validation with Meta: Through an API integration, users can send WhatsApp messages directly from our platform. Before the first send, the message template must be approved by Meta, a process that usually takes between 5 and 10 minutes.
If the template is rejected, the user can edit it and resubmit it for approval
There is no need to delete the survey or restart the flow from scratch
Live preview mockup: A real-time preview reflects all message customizations before sending.
Default unsubscribe button: An automatic unsubscribe option is included, ensuring compliance and increasing end-user trust.
Solutions delivered
Advanced sending configurations: Users can define:
when messages will be triggered
advanced rules, such as sending messages automatically only during business hours
AI-powered open-ended response analysis: For responses received via WhatsApp, users can enable AI analysis of open-ended answers, allowing:
automatic classification of responses
tagging based on labels previously configured in the platform
Thorough review of all impacted flows: All existing flows have been updated to support the new channel, including:
sending metrics
survey listing
blocklist contact management
delivery and response status tracking
Results
2 in 3 new clients adopt WhatsApp surveys since launch.
Increased user confidence in survey creation, invitation validation, and API configuration.
Solution exceeded expectations of team, clients, and service providers.
