Engaging customers on WhatsApp at scale
A better life, A better World - Improving customer care with Karix and WhatsApp
Overview
Panasonic is a diversified technology company with a 100-year legacy providing a wide range of integrated solutions in consumer electronics and appliances and B2B businesses
Challenge
Panasonic wanted an automated conversational solution for product and service-related inquiries
Solution
Founded
1918
Headquarters
Japan
Panasonic provides a wide range of integrated solutions in consumer electronics and appliances such as televisions, cameras, home appliances, and beauty products and B2B businesses – energy storage, smart factory, security & surveillance solution, automotive, industrial devices along with an extensive range of system solutions including High-Definition Videoconferencing, Professional Audio-Video products, Toughbooks, Projectors, and Displays.
With a 100-year legacy, Panasonic is committed to creating a better life and a better world, continuously contributing to the evolution of society and to the happiness of people around the globe.
Panasonic provides a wide range of integrated solutions in consumer electronics and appliances such as televisions, cameras, home appliances, and beauty products and B2B businesses – energy storage, smart factory, security & surveillance solution, automotive, industrial devices along with an extensive range of system solutions including High-Definition Videoconferencing, Professional Audio-Video products, Toughbooks, Projectors, and Displays.
With a 100-year legacy, Panasonic is committed to creating a better life and a better world, continuously contributing to the evolution of society and to the happiness of people around the globe.
Roping in customers using digital channels
Today, most customers start the buying process way before entering a retail outlet. Part of the research starts with online searches, information about the products, reviews, and gathering recommendations from friends or family. In 2020, the pandemic accelerated this even further.
The marketing and customer-facing teams at Panasonic saw this opportunity and wanted to double down on digital channels to reach customers in the initial buying phase.
Additionally, they aimed at automating various customer service use-cases and make it easier for partners to access and distribute product-related information.
Roping in customers using digital channels
Today, most customers start the buying process way before entering a retail outlet. Part of the research starts with online searches, information about the products, reviews, and gathering recommendations from friends or family. In 2020, the pandemic accelerated this even further.
The marketing and customer-facing teams at Panasonic saw this opportunity and wanted to double down on digital channels to reach customers in the initial buying phase. Additionally, they aimed at automating various customer service use-cases and make it easier for partners to access and distribute product-related information.
Overview
Panasonic is a diversified technology company with a 100-year legacy providing a wide range of integrated solutions in consumer electronics and appliances and B2B businesses
Challenge
Panasonic wanted an automated conversational solution for product and service-related inquiries
Solution
Integrating WhatsApp to enable 2-way communication between brand and the user
Panasonic explored various options and zeroed in on the one that ensured maximum reach without introducing friction. Something which most customers already have on their mobile device – WhatsApp.
They deployed a chatbot on WhatsApp which integrated with their backend systems that could provide the right product information, book service requests, locate a nearby store, and take customer feedback. For instance, a customer could easily start a chat with Panasonic to know more about Panasonic products or book a service request.
After testing and deploying the chatbot to a segment of customers, the team focused on increasing awareness of Panasonic’s WhatsApp number and its benefits to customers. They used a variety of ways including:
1. Displaying the Panasonic WhatsApp number on their website.
2. Include the WhatsApp number and QR code on all product collaterals and Point of Sales Materials.
3. All brand social media handles display and regularly promote the Panasonic WhatsApp channel.
4. Ensure the outlet representatives apprise customers about connecting with Panasonic via WhatsApp.
All this led to higher customer engagement with Panasonic on WhatsApp. This was further followed by a growth in the number of users engaged, opt-ins and conversions.
“At Panasonic, we are pioneering the use of new technologies for user engagement which are industry-first. Our focus has always been on keeping the customer at the centre and delivering a better customer experience across all touchpoints. So far, we have seen good traction with WhatsApp and expect it to grow even further.”
Abhinav Sharan, Head – Through the Line Marketing, Branch Marketing Operations Dealer & Relationship Management
“At Panasonic, we are pioneering the use of new technologies for user engagement which are industry-first. Our focus has always been on keeping the customer at the centre and delivering a better customer experience across all touchpoints. So far, we have seen good traction with WhatsApp and expect it to grow even further.”
Abhinav Sharan, Head – Through the Line Marketing, Branch Marketing Operations & Dealer Relationship Management
Panasonic accelerates addressing the customer inquiries
The biggest advantage for Panasonic is the speed at which the customer queries about the product and services are now getting addressed. Moreover, within a few quarters of going live with WhatsApp, they have seen increased adoption of the channel in rural areas. The customers in these regions find it easier to use WhatsApp over other digital channels. This has helped the brand penetrate the rural markets with digital channels.
On the customer engagement front, the brand registered an improved customer satisfaction score, faster resolution times, and happier customers! Sharan says they found their partner in Karix to bring in the expertise to enable them to implement new technologies. He went on to say that the support extended by the Karix team had been instrumental to them.
Results
10% inquiries were deflected from their call centre to WhatsApp
More than 90% conversion for opt-ins
More than 200,000 customers opted in to connect on WhatsApp within the first 6 months
5x increase in conversions