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Haptik > Case Studies > CEAT's Lead Generation Success through WhatsApp Chatbot Integration
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CEAT's Lead Generation Success through WhatsApp Chatbot Integration

Applicable Functions
  • Maintenance
  • Sales & Marketing
Use Cases
  • Chatbots
  • Visual Quality Detection
Services
  • Testing & Certification
The Challenge
CEAT, a leading tyre manufacturer, was looking to enhance its customer engagement and lead generation strategies. The company wanted to have effective and engaging conversations with its customers on a large scale, with the ultimate objective of collecting high-quality leads, amplifying conversion rates, and extending its brand presence on the messaging platforms where their target customers were most active. To make interactions smoother for their target persona, CEAT realized that accessibility and an omnichannel approach were key. They aimed to offer prompt and immediate answers to potential customers inquiring about commonly asked questions regarding tyre purchase and maintenance. The customer experience team at CEAT also wanted to offer existing customers a convenient way for logging and tracking complaints. Lastly, CEAT wanted to ensure that both prospects and customers were aware about the latest offers and promotions.
About The Customer
CEAT is a leading tyre manufacturer that has always been at the forefront of quality, innovation, and digital transformation. The company takes great pride in delivering top-notch experiences to its customers and has developed various digital-first solutions to remove any hurdles in their journeys. CEAT's customer base includes both potential and existing customers who are looking for information about tyre purchase and maintenance, as well as a convenient way to log and track complaints. The company also aims to keep its customers informed about the latest offers and promotions.
The Solution
CEAT partnered with Haptik to build a WhatsApp chatbot that helps generate sales-qualified leads by interacting with customers, making product recommendations, and offering discounts - all at the right stages. The design of the WhatsApp experience is aimed at resolving all incoming questions concerning tyres and transferring conversations to live sales representatives, as needed. Using Haptik’s Proactive Messaging solution, the CEAT team also nudges lost or dropped-off leads by sending them relevant updates through WhatsApp notifications. Along with responding to inquiries from existing customers, the WhatsApp bot also provides a simple way for customers to log and track complaints. CEAT and Haptik are now exploring additional use cases for integrating the chatbot, and planning to extend its reach to multiple touchpoints across various channels, such as Google Business Messages.
Operational Impact
  • The implementation of the WhatsApp chatbot has significantly improved CEAT's lead generation and customer engagement strategies. The chatbot has not only made it easier for customers to get immediate answers to their queries, but it has also provided a convenient way for them to log and track complaints. This has resulted in a significant increase in leads and a higher conversion rate. Moreover, the chatbot has proven to be a cost-effective solution for lead generation, costing 70% less than other social acquisition channels. The chatbot is also available to CEAT's dealers and mechanics, enabling them to access essential information. CEAT and Haptik are now exploring additional use cases for integrating the chatbot, and planning to extend its reach to multiple touchpoints across various channels.
Quantitative Benefit
  • 542% increase in leads through WhatsApp Chatbot
  • 28% lead to conversion rate
  • 70% lower cost per lead than social acquisition channels

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