WhatsApp Channel to Help Kaya Clinic in their Business Campaigns Share: Kenscio Digital Marketing Score Awaiting client review n/a Date Published 12 November 2021 Reading Time 3-Minute Read The WhatsApp messaging platform was leveraged to communicate directly with consumers which enabled 2-way engagement with consumers. Key Objectives To give the customer 24/7/365 accessibility, availability and transparency by providing details at their fingertips. To drive higher customer experience. To enhance business engagement via WhatsApp by listening to the consumer feedbacks and conversions of lead generated. To Improve ROI and increase appointment booking. Eventually, to change consumer behaviour towards booking their appointment more via WhatsApp to help minimize operation and assistance load. The Insights Why WhatsApp for business for Kaya? WhatsApp is the enabler in providing a higher level of customer experience by reducing the TAT (Turn Around Time) in concerned resolutions. WhatsApp was needed for providing hassle-free and real-time resolution of queries resulting in higher customer experience. WhatsApp is a great tool for enhancing the consumer journey. The Strategy To provide customers hassle-free access, 24/7/365 customer assistance. Using WhatsApp, a highly-adopted medium to engage and assist consumers. To provide transparency and visibility of their transaction eligible offers, added benefits, affiliated brand offers, etc. To provide instant resolution of queries through integrated ‘menu in chat’. The Solution The WhatsApp messaging platform was leveraged to communicate directly with consumers which enabled 2-way engagement with consumers. Custom and personalized messages were sent to the existing customers based on the customer’s name, customer tier of the loyalty program, behaviour, queries, service interests, etc. (e.g. – a platinum tier customer who has transacted only in anti-aging will get customised anti-aging offers along with the tier benefits and points available in his account which can be redeemed) Consumers have options to select from the predefined queries in the menu in chat or can reach out to the brand on their own. The Execution The messages cover the Loyalty program, Discounts-Offers and Skin sessions at their outlets across PAN India. Activated the following modules viz – loyalty, appointment, feedback, online consultation, vouchers, etc. Screening of opted-in or opted-out customers, monthly updates, and its maintenance. Validation of communications was done based on workflow. Communication with Kaya Clinic systems was done only through API. Transaction logs and/or database/ reports were maintained. Mechanisms for Kaya Clinic to sync database and logs on a periodic basis were provided. Support the loyalty module –Kaya Smiles (reward points), vouchers, and pending sessions. Total Messages Sent – From Brand to Users – 430,209 Total Responses Received – from Users to Brand – 50,591 No of campaigns done till date – 14 The Outcome How Kaya’s WhatsApp helped their Business campaigns! Engagement / Response rate – 11.75% Total messages Brand (KAYA) sent to User Vs Users response to Brand (KAYA) Response from users – 50591 Actual engagement WRT pending sessions, KAYA Smiles & Vouchers – 16277 i.e. @ 32% active interaction Appointment cancellations reduced and sales increased Popular keywords: • Most chosen option and the most popular keyword is “pending session” • 72% of customers came back finding their pending sessions. • Not only that, people resumed their pending sessions too. • Based on the Kaya menu – the popular keywords are sessions, Voucher and Kaya Smile points (reward points). • Pending Session – 11,426 • Kaya Smiles – 2,505 • Vouchers – 2,346