How Treinta Uses Messaging to Help Latin America's Microenterprises Grow and Prosper

In Latin America, an estimated 50 million microenterprises—businesses with 10 employees or fewer—represent about a third of the region's total gross domestic product (GDP).

The vast majority of these small businesses are nondigital, with 90% still tracking their sales and expenses the old-fashioned way: in ink. For Treinta, a biz-tech startup based in Bogotá, Colombia, this presents an opportunity.

"Our mission is to include and educate microenterprises on how digitizing their accounts, and leaving the pen and paper on the side, will help them grow their businesses," says Marcela Porcell, growth strategist at Treinta. "It's a really big market that's never been given these tools."

While Treinta connects with its 3 million customers through its app and email, WhatsApp drives its most important B2B communications. But WhatsApp wasn't designed for business use and it certainly wasn't meant for high-volume customer service. That's why Treinta turned to Connectly.

"We use Connectly for communicating with our users. We send news about promotions, new products launching and what we're developing for them to manage their business better."

The results? "It's about 10 times better performance in terms of traffic for us with this channel than any of our other channels."

Supporting The CX Team

WhatsApp "has been adopted by all generations," Porcell adds. Treinta built its app with this in mind. But as noted, WhatsApp wasn't built to be a commercial application handling multiple conversations spanning days or even weeks. Connectly helps the Customer Experience team troubleshoot issues that may begin in WhatsApp but eventually move to other channels.

Connectly Plus WhatsApp Equals Secret Weapon

"We always have at least 80% of the people open and read it. At least 60% click on these communications." Emails, on the other hand, are read by a "maximum" of 20%, and no more than 5% of recipients click on them.

"We use this channel carefully because it's something that our users are going to see."

Time Saved And An Expanding Mission

Named for a promise that users will save 30 minutes in bookkeeping tasks each day ("treinta" means "thirty" in Spanish), Treinta has already surpassed its founders' expectations.

With Connectly as its partner in managing customer conversations, Treinta is well-prepared to serve Latin America's 50 million microenterprises.

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