Back to Case studyEstablished Stock Market Community Adds More Value to its Customer Interactions with TTBS-Enabled WhatsApp Business Platform
ShareHighlights
- Real-time communication channel making it easy to reach people anytime, anywhere
- High level of security and end-to-end encryption to exchange sensitive or personalised information online
- Interactive content options to send business messages with text, images, videos, PDFs, and call-to-action links
- Seamlessly scalable digital tool to improve customer engagement and expand marketing campaigns into new markets
- More effective marketing campaigns with engagement metrics to show if messages are read, clicked, blocked or reported
Introduction
The organisation is a fast-growing investor community that helps its members maximise the success of their deals in the capital markets. It publishes informative case studies, articles, whitepapers, and organises podcasts, webinars and other events to share thought leadership content that assists its members to generate successful investments in India.
More than 1 lakh active members trust the enterprise for its stock market courses and training programs. It is also a source of the latest market reports in easy-tounderstand formats, and among the leaders when it comes to answering tricky questions raised by traders and investors.
The company needed a secure digital solution to connect with its existing and potential members. It was trying to build an integrated customer experience with a combination of chatbots, chats with agents, and video calling services.
As a majority of their users trust WhatsApp for their personal and professional communications today, the organisation contacted Tata Tele Business Services (TTBS), expressing interest in TTBS-enabled WhatsApp Business Platform. The online demo of the solution convinced the company's IT managers all their requirements would be met with this platform and they immediately signed up.
Business Challenges
Although the company did interact with its members regularly - answering their queries via email, phone and social media handles - it wanted to build a more engaging customer experience. It was keen on leveraging the potential of WhatsApp Business in this field.
One alternative was to simply sign up for a business account and update all members on the number they could contact for queries. However, the organisation needed to ensure that the platform had bespoke features to meet its specific business requirements and that the data was always secure.
The principal expectations were:
- Ability to sort and quickly respond to all messages, using automation wherever possible
- Use WhatsApp to reach out to high networth individuals (HNI) customers professionally and expand the community by generating more leads
- Get an analytics service to check the success of campaigns being run on the platform
On noticing the additional support offered by TTBS-enabled WhatsApp Business Platform, the stock market community’s IT team understood how it would be a more efficient value proposition. The ease of creating and customising the account, with technically experienced solution architects by its side, was also an add-on for the organisation.
TTBS Solution
Our team provided an exclusive TTBS-enabled WhatsApp Business Platform account for the enterprise’s customer support and end-to-end marketing campaigns. It helped their team to connect seamlessly with all members who habitually used WhatsApp via Android/iPhone apps or on desktops.
While tailoring the platform, our solution architects activated a self-service menu and chatbot facility along with the flexibility to connect to human agents. All conversations were encrypted end-to-end.
TTBS ensured that on this hybrid channel, the organisation had all the features it needed to engage with its member community and fuel business growth:
- It was simple to categorize messages received and automate the responses to frequently asked questions
- The business account owned by the company also became a base for productive marketing campaigns – the concerned team could send market updates and contact potential investors for membership
- WhatsApp Business Statistics now helped the organisation to comprehend its customers' engagement and experience with the app – it showed how many messages were sent, delivered, read, and received.
TTBS continues to provide technical support to the company and ensure that their account always stays up to date with new features that Meta adds to WhatsApp platform. The company can also get the account scaled to provide this digital service to its expanding base of members.
