Every branch answers WhatsApp however it can, with no metrics or control
A customer asks about stock at the downtown store and the salesperson has to say "I'll call you back in 10 minutes." The branch manager answers when she can, with delays ranging from several minutes to half an hour and, often, with the wrong stock.
A large share of omnichannel inquiries goes unanswered within 5 minutes; studies from MIT and Harvard Business Review show that contacting a lead within that window makes it far more likely to move forward than waiting half an hour, so for today's retail shopper that reads as no response at all.
Instagram DMs go unanswered.
BOPIS implemented halfway leaves part of the potential traffic uncaptured.










