Bajaj Auto: Leveraging WhatsApp and RCS for Enhanced Customer Engagement and Conversion Rates

技术

网络与连接 - 5G
传感器 - 触觉传感器

适用行业

汽车
水泥

适用功能

销售与市场营销

用例

对话机器人
时间敏感网络

服务

测试与认证

挑战

由于缺乏数字渠道，Bajaj Auto 在营销活动中面临转化率较低的问题。他们依靠短信进行沟通，但它在吸引客户和推动转化方面效果不佳。他们还面临订阅更新的一次性 PIN (OTP) 送达率低的问题。

关于客户

Bajaj Auto 是世界上最大的两轮车和三轮车制造商之一。他们是印度最大的摩托车出口商和世界上最大的三轮车制造商。他们坚定地致力于新产品计划，并在过去 75 年里一直提供高质量的产品。

解决方案

Bajaj Auto 采用 WhatsApp Business 和 RCS Business Messaging 作为新的沟通渠道。他们在这些平台上开展了丰富且引人入胜的营销活动，以提高参与度。他们在 WhatsApp 上开展了试点活动，发现参与率有所提高。他们使用 WhatsApp 来宣传 Pulsar 250 摩托车的推出，吸引了数千人的注册、试驾和宣传册下载。他们还实施了 RCS 作为 SMS 的替代方案，使客户能够在一个地方与他们聊天，并为他们的沟通增添活力。

运营影响

The implementation of WhatsApp and RCS as new communication channels led to significant improvements in Bajaj Auto's customer engagement and conversion rates. Customers were spending close to 3.5 minutes engaging with its chatbot and downloading brochures, compared to the 90 seconds they used to spend on their website. The use of WhatsApp for the Pulsar 250 launch resulted in a 2x increase in conversions, with some campaigns seeing a rise in conversion rate as high as 3x. The visual and dynamic nature of RCS led to a surge in click-through rates – from 1% with text messages to 8% with RCS. Additionally, with Infobip’s OTP solution, OTP deliverability has increased, leading to a decrease in customer complaints. Today, Bajaj Auto has automated funnel management to a large extent thanks to the ability to collect customer preferences over WhatsApp and RCS and send them directly to its dealers instead of having call center agents reach out to each lead.

数量效益