WhatsApp Marketing Agency Case Study
Improving communications and customer service with WhatsApp Business
SUCCESS STORY
When this telecommunications company introduced WhatsApp Business as a new way for customers in Germany to solve invoice queries and use other services, it saw a 45% higher opt-in rate for WhatsApp, compared to SMS.
Top line stats:
- over 350,000 customers served through WhatsApp Business over 5 months
- 700,000 WhatsApp conversations over 5 months
- 62% of customer conversations occurred via WhatsApp over 2 days
- 45% higher opt-in rate for WhatsApp over 2 days, compared to SMS
THEIR STORY
Unlimited conversations
Vodafone is the leading telco provider in Germany, offering fixed broadband, mobile communications, internet and TV services. It receives more than 30 million calls from customers in Germany every year. Vodafone Germany has 6.8 million fixed-line customers, 7.6 million TV customers and more than 47 million SIM cards in use.
THEIR GOAL
One channel to reach them all
Vodafone Germany wanted to make its call centre more efficient and provide better customer service. Rather than using multiple channels to connect with its customers, it integrated WhatsApp Business to give customers the option of communicating through a single messaging channel.
THEIR SOLUTION
Simplifying customer service
Eighty-five percent of Germans use WhatsApp on a daily basis. With the WhatsApp Business API, Vodafone Germany hoped to achieve higher customer satisfaction (CSAT) scores and optimise its customer service process by offering a single communication channel.
Vodafone Germany integrated the WhatsApp Business API. Once the API was set up and ready to go, Vodafone customers could switch to WhatsApp from existing communication channels, such as interactive voice response phone systems (IVR), the website and email. When they interacted with the IVR phone system, people heard the prompt “Solve your inquiry with us over WhatsApp”, which allowed them to rectify their problems at the time that best suited them, via WhatsApp.
Vodafone’s virtual agent TOBi helped handle account queries on WhatsApp by asking customers a series of initial questions before transferring them to a live service representative. Once the conversation was completed, Vodafone used LivePerson’s software to send customers a survey to gather feedback about their entire experience.
THEIR SUCCESS
Serving thousands
Vodafone Germany integrated the WhatsApp Business API on November 14, 2018 to streamline customer communications, and achieved the following results:
- More than 350,000 customers served through WhatsApp Business over 5 months
- 700,000 WhatsApp conversations over 5 months
- 62% of customer conversations occurred via WhatsApp over 2 days
- 45% higher opt-in rate for WhatsApp over 2 days, compared to SMS
“People are increasingly coming to appreciate the benefits of WhatsApp messaging as a source of direct, personal assistance. WhatsApp is a core part of our digital transformation strategy at Vodafone Germany, as it is a simple and reliable way for people to communicate on a daily basis. We want our customers to enjoy this advantage when they engage with us.”
Gerhard Mack
CTO & Managing Director Commercial Operations, Vodafone Germany
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