- Success Stories
- WhatsApp Business Platform
- Renault Turkey
WHATSAPP BUSINESS PLATFORM
Renault Turkey
Engaging customers with more immediate, personalized services to generate leads
Renault
Brand
MindBehind
WhatsApp Business Solution Provider
SUCCESS STORY
Renault MAIS builds a communications channel and virtual assistant on WhatsApp Business Platform to deliver faster, more personalized customer service and accelerate communication center responses while generating more sales leads.
decrease in average customer response times attributed to WhatsApp
decrease in the time for agents to resolve customer issues
of leads attributable to WhatsApp convert to sales
THEIR STORY
High-quality, reliable vehicles
Renault MAIS is the Turkish distributor for Renault vehicles and a leading manufacturer and importer of passenger cars and light commercial vehicles. The company also provides after-sale services and accessories.
THEIR GOAL
Driving greater personalization
With a long history of selling reliable cars, Renault MAIS looked to attract new generations of digitally savvy customers while improving the speed and quality of customer service. Renault needed a communications channel that could provide the immediacy of a personalized, consultative approach to support customers throughout the car-buying process.
THEIR SOLUTION
High-speed communication channel
Renault MAIS has built a reputation as one of the leading car manufacturers and importers in Turkey, known for developing reliable, well-designed cars. With models like the Clio becoming mainstays on Turkish roadways, Renault has personal connections with generations of customers.
Traditionally, customers visited a dealership or called the communication center to speak with an agent to get clarity about anything from color options to how a specific model might fit their lifestyle. With communication center agents often fielding a lot of questions, the company looked to streamline customer experiences. At the same time, Renault wanted to expand its influence among younger, more digitally savvy customers, while retaining a personal approach.
After researching digital communication channels, Renault found that WhatsApp was widely adopted in Turkey. Working with conversational messaging platform MindBehind, Renault became one of the first car companies in the country to launch a channel powered by WhatsApp Business Platform.
The company initially dedicated live communication center agents to WhatsApp, allowing customers to interact one-on-one with an agent who understood relevant issues like how much fuel a car might use during rush hour traffic.
Wanting to expand its ability to quickly engage customers and cultivate leads over WhatsApp, Renault MAIS teamed with MindBehind to develop a virtual assistant within WhatsApp. The versatile virtual assistant can respond to approximately 350 different prompts: Customers can enter anything from a question about colors available in a particular model to search terms like “fuel type Clio” or “tire pressure” and receive the information within approximately 20 seconds, 24/7. As a result, communication center agents can now take on fewer calls, allowing them to be more focused and efficient during customer interactions.
Virtual assistant provides customers with detailed product information
Customers are able to view vehicle inventory and initiate the purchase
“In less than a year since launching our virtual assistant in WhatsApp, our customer service response times have decreased by 93 percent,” says Özlem Kılıçkaya, Director of Communications, Renault MAIS. “As we create immersive, consultative processes in WhatsApp, our communication center teams only handle 15 percent of inquiries, and they can resolve those conversations 35 percent faster.”
According to Tuğçe Arslan Ucer, Marketing Manager at MindBehind, “more customers are initiating their relationship with Renault over WhatsApp, and they give WhatsApp a high 87 percent satisfaction score.”
If a customer using the virtual assistant wants to connect directly to an agent – or expresses interest in potentially making a purchase – an agent can access the full conversation in WhatsApp to get up to speed before answering. While the traditional car-buying process might involve customers explaining basic preferences to different sales people over multiple visits to a dealership, Renault Mais agents use WhatsApp to steer focused conversations, guiding customers personally through the sales process, even down to price negotiation.
After engaging with a customer who might be ready for the next stages of the buying process, agents can refer them to a local dealership. Sales managers at these dealerships can use details from WhatsApp conversations to anticipate the exact make, model, and features a customer wants in their next car when following up.
“With WhatsApp, we’ve created more seamless, customized experiences that have helped us better understand our customers, while generating significant sales leads in six months,” says Kılıçkaya. “Of the leads attributable to WhatsApp, roughly four percent turned into sales, which is a high rate in the automotive industry.”
Renault Mais is looking to make the transfer of information from WhatsApp to the showroom even easier by integrating 130 dealerships directly into the WhatsApp channel, reducing the time for sales to act on a lead. Bringing dealerships into WhatsApp conversations will streamline the buying process and encourage sales of car accessories, since dealers can instantly share available stock.
“Through WhatsApp, we’ve gotten closer to our customers and we’re looking forward to the road ahead,” says Kılıçkaya.
THEIR SUCCESS
Faster service, more leads
Renault MAIS creates a communications channel on WhatsApp Business Platform for more personalized, efficient customer service while generating leads and contributing to sales.
- 93% decrease in average customer response times attributed to WhatsApp
- 35% decrease in the time for agents to resolve customer issues
- 4% of leads attributable to WhatsApp became sales
“In less than a year since launching our virtual assistant in WhatsApp, our customer service response times have decreased by 93 percent. As we create immersive, consultative processes in WhatsApp, our communication center teams only handle 15 percent of inquiries, and they can resolve those conversations 35 percent faster.”
PRODUCTS USED
WhatsApp Business Platform
Connect with customers easily by using tools to automate and quickly respond to messages.