WhatsApp Channel to Help Kaya Clinic in their Business Campaigns
About Kaya Clinic:
• Kaya Clinic is well known for their advanced hair and skin care solutions.
• It was founded in 2003 by Harsh Mariwala. Mariwala, the chairman of Marico Limited, conceptualized the prototype of Kaya Clinic at Marico’s corporate office in 2002.
• The key solutions Kaya offers are Laser hair-reduction, Acne & Scar Treatment, Brightening and Pigmentation Services, Expert beauty facials, Anti Ageing Services and Hair Care.
• Kaya Clinic also offers skin and hair care products formulated by highly experienced dermatologists.
Key Objectives:
• To give the customer 24/7/365 accessibility, availability and transparency by providing details on their fingertips
• To drive higher customer experience
• To enhance business engagement via WhatsApp by listening to the consumer feedbacks and conversions of lead generated
• To Improve ROI and increase appointment booking.
• Eventually change consumer behaviour towards booking their appointment more via WhatsApp which helped minimize operation and assistance load
The Insights:
Why WhatsApp for business for Kaya?
WhatsApp is the enabler in providing a higher level of customer experience by reducing the TAT (Turn Around Time) in concerned resolutions. WhatsApp was needed for providing hassle-free and real-time resolution of queries resulting in higher customer experience. WhatsApp is a great tool for enhancing the consumer journey.
The Strategy:
• To provide customers hassle free access, 24/7/365 customer assistance
• Using WhatsApp, a highly-adopted medium to engage and assist consumers
• To Provide transparency and visibility of their transaction eligible offers, added benefits, affiliated brand offers etc.
• To provide Instant resolution of queries through integrated ‘menu in chat’
The Solution:
✔ The WhatsApp messaging platform was leveraged to communicate directly with consumers which enabled 2-way engagement with consumers.
✔ Custom and personalized messages were sent to the existing customers based on the customer’s name, customer tier of the loyalty program, behaviour, queries, service interests etc. (E.g. – A Platinum tier customer who has transacted only in anti ageing will get customised anti ageing offers along with the tier benefits and points available in his account which can
be redeemed)
✔ Consumers have options to select from the predefined queries in the menu in chat or can reach out the brand through their own.
The Execution:
• The messages cover the Loyalty program, Discounts-Offers and Skin sessions at their outlets across PAN India.
• Activated the following modules viz – loyalty, appointment, feedback, online consultation, vouchers etc.
• Screening of Opted in or Opted out customers , monthly updates and its maintenance
• Validation of communications were done based on workflow
• Communication with Kaya Clinic systems was done only through API
• Transaction logs and/or database/ reports were maintained
• Mechanisms for Kaya Clinic to sync database and logs on a periodic basis were provided
• Support the Loyalty module –Kaya Smiles (reward points), Vouchers and Pending Sessions
1. Total Messages Sent – From Brand to Users – 430,209
2. Total Responses Received – from Users to Brand – 50,591
3. No of campaigns done till date – 14
The Outcome:
How Kaya’s WhatsApp Helped their Business campaigns!
- Engagement / Response rate – 11.75%
Total messages Brand (KAYA) sent to User Vs Users response to Brand (KAYA) - Response from users – 50591
Actual engagement WRT pending sessions, KAYA Smiles & ; Vouchers – 16277 i.e. @ 32% active interaction - Appointment cancellations reduced and sales increased
- Popular keyword –
• Most chosen option and the most popular keyword is -”pending session”
• 72% customers came back finding their pending sessions.
• Not only that, people resumed their pending sessions too.
• Based on Kaya menu – the popular keywords are sessions, Voucher and Kaya Smile points (reward points).
• Pending Session – 11,426
• Kaya Smiles – 2,505
• Vouchers – 2,346
