It’s no coincidence that Zendesk Presents: South Africa, taking place this September, sharing practical and modern ways to transform customer service — from AI-powered automation to lean, scalable operations that make a real impact. For global businesses, these tools are an advantage. For South African businesses, they’re becoming a necessity.
Why WhatsApp Is the New Frontline
94% of South Africans use WhatsApp daily (Statista). It is the country’s most trusted digital touchpoint — fast, familiar, and personal. But making WhatsApp work at enterprise scale requires more than plugging in a chat app. It demands integration, automation, and a balance of AI with human empathy.
As Xander Barnard, MD of The Messenger Network, explains: “WhatsApp has become South Africa’s frontline channel for CX. The real challenge is not adoption — customers are already there — but integrating it into systems and workflows that genuinely improve business performance.”
That’s where local expertise comes in. Zendesk provides the platform. CX Experts, Zendesk’s certified implementation partner in South Africa, and The Messenger Network, its official WhatsApp partner, work together to ensure WhatsApp is fully embedded in business operations, without the complexity of switching systems.
Empowering Agents, Simplifying Workflows
As Dave Hobbs, Head of Customer Success at CX Experts, explains: “WhatsApp is already the channel South Africans use every day. With Zendesk, companies can meet customers there seamlessly, without asking them to learn a new tool.”
It’s not just about customers. Agents benefit too. Automation handles repetitive queries so they can focus on conversations that actually build loyalty.
Proof in Practice: Leroy Merlin
During the first COVID lockdown, Leroy Merlin South Africa missed 90% of customer requests because calls couldn’t be answered outside the office. Their legacy systems weren’t built for mobile-first service.
By moving to an omnichannel platform which included WhatsApp to meet shifting customer preferences around engagement, they saw dramatic results. Within months, Customer Satisfaction Scores rose by 15% to 79 (up from a negative Net Promoter Score). Agents were handling 20,000+ tickets a month across home, store, and contact centre.
As CIO and Market Director Dmitriy Anderson put it:
“Zendesk gave us the agility and flexibility to deliver on our promise of customer happiness.”
From Tools to ROI That Counts
Too often, companies buy service software but see little return. The difference here is integration. As Hobbs notes:
“By centralising WhatsApp in Zendesk, businesses respond faster, capture better data, and benefit from clear reporting. The result: higher customer satisfaction and measurable ROI.”
Global research supports this: early adopters are 128% more likely to report high ROI from their AI tools for CX.
Global Platforms, Local Expertise
Local partnerships are where technology becomes tangible. In South Africa, this includes three practical capabilities:
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WhatsApp status-triggered messages — automatic notifications when tickets change.
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In-Zendesk chat management — WhatsApp conversations handled directly inside Zendesk.
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Bulk WhatsApp campaigns — reaching customers at scale.
“Global platforms like Zendesk provide the foundation. Our role is making them work in the South African market — where WhatsApp is already part of daily life. That’s what turns technology into real customer experience gains,” Barnard explains.
CX Experts believe WhatsApp represents the biggest CX opportunity in South Africa. As Hobbs puts it:
“Mobile-first channels like WhatsApp will be the biggest CX opportunity — enabling businesses to scale by blending automation with human support.”
The technology is proven. The real question for South African businesses is: who will they trust to make it work? Companies like Leroy Merlin have already shown what’s possible.
With 94% of South Africans on WhatsApp daily, businesses that haven’t invested in a WhatsApp CX strategy risk falling behind competitors who already are.
Recent CX industry events, from CEM Africa to Converge Africa, have highlighted the same theme: customer experience is becoming a core growth driver. At CEM Africa, Discovery’s Marnitz van Heerden, Head of Customer Experience, framed the conversation around one powerful question:
“Can you afford not to invest in CX?”
WhatsApp is no longer optional — but success goes far beyond sending a promotional broadcast. The real value comes from intelligent automation, workflows, and integrations that improve performance and delight customers. That’s the CX experience.
“The next wave of growth won’t come from bigger call centres — it will come from smarter, integrated CX on the channels customers already trust. And right now, that means WhatsApp,” said Barnard.
