Businesses operating in China can use customer support features through channels such as WeChat Official Accounts and Mini Programs to communicate with customers.
There are three main types of customer support features that can be used with or integrated into WeChat Official Accounts, Mini Programs, and other channels:
However, when handling customer inquiries, businesses need to understand not only how to provide an inquiry channel but also how to receive and respond to inquiries.
In this article, we introduce the three methods of handling inquiries from WeChat users and explain their respective features.
When handling customer inquiries using WeChat customer support features, it is helpful to distinguish between two aspects: where users submit their inquiries and where businesses respond to them.
Users can submit inquiries through the WeChat channels they normally use, such as a business’s WeChat Official Account or Mini Program.
On the business side, inquiries are handled using different tools depending on the system adopted. These include the built-in customer support feature for WeChat Official Accounts, WeChat Customer Service (微信客服), and the WeChat Conversation Open Platform (微信对话开放平台), which are standalone tools.
In other words, the inquiry channels used by customers and the environments in which businesses handle inquiries are not necessarily the same.
With this distinction in mind, let’s look at each method.
WeChat Official Accounts and Mini Programs come with a built-in customer support feature.
Businesses can use their Official Accounts as inquiry channels and respond directly to inquiries from WeChat users through their customer service representatives.
Multiple representatives can handle inquiries, making this a convenient option for businesses that want to start providing simple, human-led customer support.
However, this feature primarily relies on human support and does not support automated responses from chatbots.
Its main features are as follows:
To use this service, businesses must have a corporate WeCom (企业微信) account. Companies that already use WeCom can configure WeChat Customer Service within WeCom and centrally handle and manage inquiries received through different touchpoints.
The service supports not only touchpoints within WeChat, such as Official Accounts, Mini Programs, and Video Accounts, but also touchpoints outside WeChat, including apps and web pages.
It also supports a combination of automated chatbot responses and human support. Chatbots can automatically answer frequently asked questions, while inquiries that cannot be resolved by the chatbot can be transferred to human support representatives.
Its main features are as follows:
The WeChat Conversation Open Platform is an AI-powered conversational customer support platform.
By connecting it to WeChat Official Accounts and Mini Programs, businesses can use AI chatbots to automatically respond to inquiries from WeChat users. The AI chatbot can answer basic inquiries automatically and connect users to human support when necessary.
Businesses can also configure conversation flows to collect customer information, such as company names, names, and contact details, during the inquiry process. The collected information can be displayed in a list on the business side for review.
After reviewing the inquiry and the collected customer information, business representatives can decide whether to provide human support. This allows businesses to first use AI for automated responses and connect only inquiries that require further assistance to human support, rather than having representatives respond directly to every inquiry.
In addition to Official Accounts and Mini Programs, the platform can also be connected to web pages (HTML5 pages).
Its main features are as follows:
All three customer support solutions introduced above are designed to handle customer inquiries. However, they differ in the customer support features available to businesses and how these features can be used in daily operations.
| Item | Built-in Customer Support Feature for WeChat Official Accounts and Mini Programs | WeChat Customer Service (微信客服) | WeChat Conversation Open Platform (微信对话开放平台) |
| Support method | Human support | Chatbot + human support | AI chatbot + human support |
| Inquiry touchpoints | Official Accounts, Mini Programs | Official Accounts, Mini Programs, Video Accounts, apps, web pages, etc. | Official Accounts, Mini Programs, web pages (HTML5), etc. |
| Automated chatbot responses | × | ○ | ○ |
| Conversation flow configuration | × | × | ○ |
| Corporate WeCom account required | × | ○ | × |
| Conversation logs | × | ○ | ○ |
| Data analytics | ○ | ○ | ○ |
Businesses have several options for handling customer inquiries using WeChat customer support features, depending on their operational structure and required features. Choose the customer support tool that best meets your business requirements.
● If you want to provide simple human support through WeChat Official Accounts and Mini Programs
→ The built-in customer support feature for WeChat Official Accounts and Mini Programs is a suitable choice.
● If your company already uses WeCom and wants to handle and manage inquiries from multiple touchpoints centrally through WeCom
→ WeChat Customer Service (微信客服) is a suitable choice.
● If you want to collect customer information through conversation flows and start human support after reviewing the inquiry
→ The WeChat Conversation Open Platform (微信对话开放平台) is a suitable choice.
| WeChat Solutions | https://beyond-shenzhen.cn/en/service/wechat |
| WeCom System Integration | https://beyond-shenzhen.cn/en/service/wecom-integration |
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▼ WeChat Official Enterprise Account ▼
▼ Contact Inquiry Desk on WeChat ▼
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