Overview
A retail and e-commerce organization faced mounting challenges in managing consumer queries and engagement across its digital channels. With no centralized platform to track inquiries, unstructured query handling, and no automation to support consumers outside business hours, the organization was unable to deliver consistent, timely, and informed responses at scale. To address these gaps, Halsa built an omnichannel inquiry system integrating WhatsApp, Facebook, and Instagram powered by Experience Cloud & Portals and Sales Cloud (CRM & CPQ), with automated follow-ups to transform consumer engagement and query management across all digital touchpoints.
The Challenges
The organization identified three core operational challenges that were limiting its ability to engage consumers effectively and manage queries efficiently:
- Unstructured Query Tracking: Consumer inquiries arrived through multiple channels without a consistent structure or system for capturing, categorizing, and tracking them, making it difficult to manage query volumes or measure response performance.
- No Centralized Platform: The absence of a single, unified platform meant that consumer interactions across digital channels were siloed and disconnected, preventing teams from gaining a complete view of consumer activity and engagement history.
- No Automation for After-Hours Support: Without automated support capabilities, consumers received no assistance outside of business hours, leading to delayed responses and missed engagement opportunities.
Our Solution
Halsa built an omnichannel inquiry system with integrations for WhatsApp, Facebook, and Instagram, plus automated follow-ups. The solution was implemented on Experience Cloud & Portals and Sales Cloud (CRM & CPQ), creating a centralized, automated platform for consumer engagement and query management across all key digital touchpoints.
- Omnichannel Inquiry System: A unified omnichannel inquiry system was built to consolidate consumer queries from all digital channels into a single, structured platform. This replaced unstructured, channel-specific query handling with a centralized system that gave teams complete visibility into consumer interactions across WhatsApp, Facebook, and Instagram.
- WhatsApp, Facebook, and Instagram Integration: The solution was integrated directly with WhatsApp, Facebook, and Instagram, enabling the organization to manage consumer engagement and respond to queries from all three platforms within a single unified environment. This integration also enabled WhatsApp blasts for promotional communications, extending the platform's utility beyond query management to outbound consumer outreach.
- Automated Follow-Ups: Automated follow-up workflows were implemented to ensure consumers received timely responses and continued engagement beyond initial contact. Automation addressed the gap in after-hours support, allowing the system to respond to and track consumer queries outside of business hours without manual intervention.
- Experience Cloud & Portals and Sales Cloud (CRM & CPQ): The omnichannel system was built on Experience Cloud & Portals and Sales Cloud (CRM & CPQ), providing the foundational infrastructure for centralized consumer data management, query tracking, and engagement automation. Sales Cloud's CRM capabilities supported consumer tracking and demographic analysis, while Experience Cloud & Portals enabled the connected digital engagement experience across channels.
The Outcome
- Automated Consumer Tracking: The centralised platform introduced automated tracking of consumer queries and interactions across all integrated digital channels, replacing unstructured manual tracking with consistent, system-driven visibility.
- WhatsApp Blasts for Promotions: The WhatsApp integration enabled the organisation to execute WhatsApp blasts for promotional communications, creating a direct, scalable channel for consumer outreach and promotional campaigns.
- Better Understanding of Demographics: Consolidated consumer data from across channels provided the organisation with richer insight into consumer demographics, supporting more informed decisions around engagement strategy and targeting.
Conclusion
By implementing Halsa’s omnichannel engagement solution, integrating WhatsApp, Facebook, and Instagram with Experience Cloud & Portals and Sales Cloud (CRM & CPQ), the retail and ecommerce organization successfully transformed its consumer engagement and query management capabilities. Halsa replaced fragmented, unstructured query handling with a centralized, intelligent platform that enabled automated consumer tracking, seamless WhatsApp-led promotional outreach, and deeper visibility into consumer demographics. This not only improved responsiveness and engagement but also established a scalable, data-driven foundation for sustained omnichannel growth and personalized customer experiences.