WhatsApp Marketing Agency Case Study
Faster customer service with the WhatsApp Business API
SUCCESS STORY
A WhatsApp-enabled chatbot helped this fashion ecommerce company engage with customers more efficiently and led to a 0% abandon rate and a 70X increase in monthly chat sessions.
Top line stats:
- 100,000 customers served within a month
- 13% of Sefamerve customers used WhatsApp to search for products and make purchases in the first month of operation
- 70X increase in monthly chat sessions after implementing WhatsApp Business API
- 0% abandon rate with WhatsApp
THEIR STORY
Modest fashion for all
Sefamerve is an ecommerce retailer based in Turkey that sells modest apparel and accessories. To continue to provide the best experience for its customers, Sefamerve has expanded into other areas including research and development, mobile applications and payment systems.
THEIR GOAL
Quicker conversations
Because Sefamerve was taking time to respond to its customers via the chat option on its website, it would experience high queue abandonment rates, which often affected sales. To improve customer satisfaction, Sefamerve wanted to provide faster customer service, as well as expand its range of communication channels.
THEIR SOLUTION
Technology at people’s fingertips
WhatsApp is used widely across the world, so by implementing it as a communication channel, Sefamerve could chat with most of its customers in real time. The WhatsApp Business API also allowed Sefamerve to provide customers with personalised and localised services.
Sefamerve launched its WhatsApp-powered chatbot, which was equipped with a sophisticated artificial intelligence developed in-house.
Customers found the WhatsApp chatbot convenient because they could use it to place orders, check the status of shipped items, return items and track orders. If the chatbot was unable to resolve a customer-related issue, the concern was escalated to a customer service agent.
In addition to using WhatsApp for customer service queries, Sefamerve customers also searched for products on WhatsApp. Using an entity recognition service powered by artificial intelligence, the Sefamerve chatbot determined if a sentence typed by a customer was a product search query, and then pinpointed items that fit with the description that the customer searched for.
Sefamerve observed that many clients would take screenshots of products they were interested in while surfing on its website. If a customer sends a screenshot of a particular product to Sefamerve on WhatsApp, the Sefamerve chatbot can reply with product details and availability.
THEIR SUCCESS
Millions made happy
With the WhatsApp chatbot as part of its communication channels, Sefamerve earned the following results from May 17–June 22, 2019:
- 100,000 customers served within a month
- 13% of Sefamerve customers used WhatsApp to search for products and make purchases in the first month of operation
- 70X increase in monthly chat sessions after implementing WhatsApp Business API
- 0% abandon rate (compared to a 25% abandon rate with webchat)
Disruptive technologies emerging in the digital world directly affect dynamic sectors like ecommerce. Even though WhatsApp has existed in our lives for a long time, the WhatsApp Business API will have a huge impact on the sector. Integrating the WhatsApp Business API with our chatbot-supported multi-channel communication platform allows us to be closer to our customers. Now, we need to rethink acquisition, conversion and retention. This is changing the rules of the game.
İsa Semih Akçıra
CTO, Sefamerve
At the beginning, one of the most important success indicators of the project was to be able to reduce the abandon rate. Even with the multi-layer queuing system we developed, it seemed impossible to meet all of the live support demands from customers because of extremely short session duration times. Integrating the WhatsApp Business API with our Sefamerve chatbot has enabled us to surpass our targets.
Uğur Açıkgöz
Project Team Lead, Sefamerve