Gartner Research

Connecting Customers and Businesses: Five Myths and Truths About WeChat

Published: 04 April 2018

ID: G00355138

Analyst(s): Sandy Shen

Summary

WeChat has been widely reported and discussed, but not all organizations fully understand its functions. Application leaders supporting CRM and customer experience should design social strategies and operations that add value to marketing and customer service, and enable business innovation.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Build a Cross-Functional Team to Coordinate and Execute WeChat Projects
  • Build Strong Value Propositions to Attract Customers to Your Official Accounts and Keep Them Engaged
  • Use Direct Channels for Differentiated Customer Experience and Better Data Security for Self-Service
  • Use WeChat as a Catalyst for Business Innovation and Transformation
  • Conduct a Risk-Benefit Assessment to Identify Applications to Deploy on Enterprise WeChat

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