Mercedes Benz Iraq Transfers 85% of Its Customer Conversations to Non-Voice Digital Channels With edna

A leading auto dealership sought to find a channel that would help it increase customer satisfaction by sending automated broadcast messages to its growing customer base and reduce wait times when answering customer queries.

The Client

Mercedes Benz Iraq – the only authorized importer and distributor of Mercedes cars in the country – is part of the global automotive giant that has a history dating back to 1886 when Karl Benz invented the world’s first car. For over a century now, the automaker has worked toward pushing the boundaries of design and technology with its cars and making them more sustainable. As a distributor with a formidable reputation to preserve, Mercedes Benz in Iraq put customer satisfaction above everything else and strived to offer customers the best experience.

Challenges

Unavailability of An Efficient Channel for Sending Automated Broadcast Messages: Sharing information with customers digitally during product launches, promotions, and events, sending out thank you messages for payments and invoices, wishing customers on birthdays, etc., are just a few examples of how brands stay connected with customers today. Failure to connect with customers not just results in lost sales opportunities, it also diminishes a brand’s competitive edge in a market where the timely dissemination of information can be a key differentiator. The dealership wanted to share broadcast messages with its growing customer base in a quick and efficient way but lacked a capable broadcast channel that could support automation and help it disseminate vital information quickly and uniformly. The company saw value in investing in a robust communication channel not just as an operational necessity but a strategic imperative for maintaining customer engagement and securing its reputation.

Suboptimal Customer Support: The company was not able to cater to incoming queries quickly – wait times were typically long as support pipelines were clogged with agents taking a long time to answer their customers’ questions over phone calls. This was a huge challenge in a world where customers are used to getting their problems resolved in near real-time. Customers frustrated with long wait times are more likely to seek alternatives with faster service. The company wanted to speed up its ticket resolution time.

Solution

Realizing the need for a two-way channel that was easily accessible, perfect for broadcast messages, and supported speedy query resolution, the company decided to leverage edna’s WhatsApp and Chat Center solutions.  The onboarding process was smooth and fuss-free, and the company started using WhatsApp and Chat Center right away. The WhatsApp Business API helped to serve a variety of communication needs, including sending out invitations to events, thanking customers for payments,  sharing  invoices, remembering patrons on their birthdays, sharing special messages for public holiday seasons, etc. With WhatsApp available as a channel of communication, more people started reaching out with their pre-and post-sales queries on the app, as query resolution was typically faster here compared to voice-based channels. Using WhatsApp and Chat Center, the company was able to handle a wide variety of incoming customer queries with speed and efficiency.

Results at a Glance

91%

Delivery rate of messages

90%

Improvement in First Resolution Rate

85%

Conversations via WhatsApp