Renault has always been a brand attentive to the new needs of its customers, which is precisely why it turned to Bit2win to achieve two different business goals. The brand was looking for a solution to communicate quickly and efficiently with its customers and simplify the lead generation process.
A study by Juniper Research found that 41 million messages are sent from an instant messaging app every minute worldwide, and mobile business messaging has increased globally by 10 percent. The use of instant messaging is also an established practice for businesses: more than 77 percent of customers prefer chat when seeking timely customer service. Instant messaging boasts 6 times higher open rates and click-through rates than traditional e-mail marketing, with 2.5 times more customer engagement.
At that point, offering Renault our Bit2win WhatsApp Enterprise solution seemed like the best choice to enable the brand to address the end-customer with a comprehensive and innovative customer care service.
WhatsApp Enterprise, in fact, allows the activation of a single verified brand number. This makes it possible to communicate with customers in a personalized way, leveraging chatbots or real-time support from human agents, while also enabling both inbound and outbound marketing activities.
With a single platform, Renault can easily achieve its various business objectives, enhance the customer experience, and streamline the lead generation process. Let’s take a closer look at how it works in practice.
The activation of a verified number allows customers to ask for pre- and after-sales assistance. What happens when the customer texts Renault’s WhatsApp number? Automatically, a chatbot activates to assist and guide the customer according to their specific needs. The user can choose the type of assistance they want to receive and enter their ZIP code to find the nearest dealer. This is thanks to an integration of WhatsApp Enterprise with other proprietary solutions such as, in this case, Renault’s Dealer Locator. Once the dealer has been chosen, the user will be able to hold for a human operator to intervene.
The human operator will observe that a user is asking to get in touch with the dealer. At this point they can take over the chat and begin a real-time dialogue with the customer. The solution also offers the possibility of using specific features that speed up communication even more. For example, the operator can choose from several pre-set quick messages by simply typing the “ / ” symbol within the chat.
During the conversation with the user, the operator will request some personal information, such as their first name, last name, and email address. One of Renault’s primary goals was to simplify the lead generation process, and WhatsApp Enterprise makes this possible in an efficient way. Once the conversation ends and the chat is closed, a form is automatically displayed for the operator to complete. The operator enters the customer’s details, which are then seamlessly integrated into Renault’s CRM system.
The Benefits
One of the key advantages of instant messaging is the ability to manage multiple conversations simultaneously. This leads to cost savings, more efficient and easier workflow planning, and a reduction in traffic spikes. Both parties involved in the conversation benefit from the partial automation of responses: customers can quickly get their questions answered, complete their requests, or seamlessly wait to be connected with a human operator if needed.
From the customer’s perspective, one of the most important aspects is the experience itself: feeling like they are engaging in a communication style similar to their daily interactions with friends and family. Instant messaging also offers two additional major benefits: the ability to attach files and send voice messages. Customers can easily share screenshots, photos, or videos even during their free time, while agents can respond with their own attachments, such as screenshots, visual instructions, or catalogs.
