Segari builds several communications channels on WhatsApp Business Platform targeted toward customer service, engaging brand ambassadors, marketing, and recruiting. As the company accelerates response times and supports customer communities, it increases revenue each year.
of all incoming customer service messages receive a response within five minutes
minute average response time through WhatsApp
customer engagement rate through WhatsApp
increase in revenue within one year of WhatsApp Green Tick Verification
From the farm to the front door
Segari is an online grocery company in Indonesia, enabling customers to shop for farm-fresh produce and other groceries for same day and next day-delivery. The company supports local farming communities while offering convenient shopping opportunities targeted toward busy stay-at-home mothers.
Keeping customer engagement fresh
Segari wanted to engage a customer base that isn’t traditionally digitally savvy with fast, effective customer service that supports its guarantee of fresh deliveries. The company also needed a scalable communications channel for a brand ambassador program that deepens relationships with existing customers while attracting new ones.
Versatile communication channels
Running a household is time and labor-intensive work. For busy mothers in Jakarta and the surrounding cities, online grocery company Segari makes getting fresh food to the family faster and easier. Customers using the Segari website or mobile app select fruit, vegetables, meat, and other kitchen staples sourced directly from local farmers. After placing their order online, customers can move on with their day while waiting for groceries to arrive on their doorsteps.
Segari observed that some of their target audiences like stay-at-home moms aren’t regularly on email or plugged into the latest technologies, and often don’t have time for phone calls. The company sought out a convenient way to connect with customers and determined that WhatsApp was widely adopted among its customer base.
Partnering with communications platform Infobip to develop channels powered by WhatsApp Business Platform, they built integrations between WhatsApp and the Segari order management system. Customers receive order confirmations and delivery tracking entirely through WhatsApp. The team also established a separate customer service channel through WhatsApp, where customers can chat directly with an agent. By instantly accessing customers’ order information and delivery status, agents can provide faster, more effective service and personal attention.
If part of a customer’s order is missing or damaged, they can simply share a photo or video through WhatsApp, allowing an agent to quickly process a refund – supporting Segari’s guarantee of fresh, high-quality deliveries.
Initially, Infobip trained a select number of Segari representatives to field customer service inquiries through WhatsApp. When the pandemic created a surge in demand for online grocery deliveries, Segari quickly scaled over 100 agents using WhatsApp within a year, enabling the company to respond to all customers during the high-volume morning delivery hours.
“Through WhatsApp, our agents can engage in upwards of 20 conversations at once during peak hours, and our first average response time is down to one minute. We respond to 99.5 percent of all incoming messages within five minutes,” says Arsyad Amien, Head of Customer Experience, Segari. “The versatility of engaging over WhatsApp, from order notifications to customer service, brings our average customer engagement rate to over 50 percent.”
Out of stock alerts allow customers to request a refund with one click
Mitra community members receive promotional offers via a dedicated WhatsApp
Though the company considered adding email as a customer service channel to support its considerable growth, Segari leadership decided to deepen their commitment to WhatsApp as their only service channel. Leadership saw that WhatsApp would allow agents to securely access order information in resolving inquiries more seamlessly while providing a friendly, immersive experience for customers.
As Segari created smoother customer journeys through WhatsApp, the company also wanted to spark greater engagement and brand awareness among customers. Segari made WhatsApp an integral part of a brand ambassador community called Mitra Segari: When a customer joins Mitra Segari, they receive a custom URL to their own Segari account that they share with friends and family via WhatsApp. Every time someone makes a purchase using a Mitra Segari member’s unique link, Segari applies a discount to that member’s account.
“Segari has built a powerful, active brand community with roughly 10,000 members through WhatsApp,” says Bayu Widarso, Customer Success Manager, Infobip. “As pioneers in using WhatsApp for customer engagement in Indonesia, from service to brand communities, Segari has earned the distinction of WhatsApp Green Tick Verification.”
The company also sends daily marketing campaigns and promotions to Mitra Segari members, who can forward them on to friends, family, and neighbors along with their custom URLs. As Segari deepens their relationships with existing customers while attracting new shoppers via WhatsApp, they’ve seen an increase in revenue.
“Investing in customer engagement through WhatsApp has helped us meet high customer demand during the pandemic, building relationships with customers as we increased revenue. Within one year, our revenue grew twelvefold and the following year, we saw an additional fivefold increase in revenue,” says Amien. “We’re also proud to obtain Green Tick Verification as an official WhatsApp account.”
Inspired by its success with customer service and outreach, Segari is bringing WhatsApp into its hiring process. HR has its own WhatsApp channel, using information collected from job applications for warehouse, shipping, and logistics teams to contact applicants about interviewing. The HR team also uses WhatsApp to coordinate schedules and availability among these departments.
“The versatility of WhatsApp is a vital part of how we do business, allowing us to build personal relationships with our customers through a communication channel they know and trust,” says Amien.
Faster services, higher revenue
Segari creates multiple communication channels through WhatsApp Business Platform to accelerate customer service response and support a brand ambassador program that builds relationships and increases revenue.
- 99.5% of all incoming customer service messages receive a response within five minutes
- One minute average response time through WhatsApp
- 50% customer engagement rate through WhatsApp
- 12x increase in revenue within one year of WhatsApp Green Tick Verification
“Through WhatsApp, our agents can engage in upwards of 20 conversations at once during peak hours, and our first average response time is down to one minute. We respond to 99.5 percent of all incoming messages within five minutes. The versatility of engaging over WhatsApp, from order notifications to customer service, brings our average customer engagement rate to over 50 percent.”