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Nissan Saudi Arabia: 138% Increase in Leads Generated through a Chatbot after Introducing a Verified WhatsApp Channel

Nissan Saudi Arabia: 138% Increase in Leads Generated through a Chatbot after Introducing a Verified WhatsApp Channel

  • 4.4 Customer satisfaction rate
  • 71% Increase in unique users
  • 138% Increase in leads

Challenge

Finding the right communication method to cater to customers 24/7 in Saudi Arabia

Nissan Saudi Arabia prides itself in catering to customers’ needs, creating positive interactions, and building a positive brand image by continuously adding quick, simple, and relevant solutions. The Customer Experience & Digital Transformation department in Nissan Saudi Arabia aims to develop comprehensive digital strategies by adding automated communication channels to increase customer engagement and enable digital customer journeys.

The Nissan Saudi Arabia team used a call center as the primary communication channel with customers, where queries were routed from a website based chatbot. Due to working hours limitations, customers were not able to be catered to around the clock. 

The previous chatbot introduced by Nissan Saudi Arabia was only available via one channel and accessed through their main website. By analyzing the chatbot user behavior, it was found that it was limiting customer penetration to Nissan Saudi Arabia’s services and products. 

Nissan Saudi Arabia became aware of how the delay in response time can impact customer experience. These challenges encouraged Nissan Saudi Arabia to adopt new communication channels to champion two-way communication with customers.

Solution

Build long-lasting relationships with customers over a verified WhatsApp channel

To improve customer engagement and support customers 24/7, Nissan Saudi Arabia added the AI-based chatbot service over a verified WhatsApp for Business channel. WhatsApp as a choice was due to the app’s popularity in KSA as it is considered the Number 1 used communication platform with over 75% penetration rate. 

Nissan Saudi Arabia’s dedication to digitalize the customer journey by decreasing waiting time and offering quick resolutions to customers’ inquiries inspired the team to choose Infobip’s WhatsApp Business API. Nissan Saudi Arabia trusted Infobip to add a verified WhatsApp channel to boost customer engagement through the full utilization of the chatbot over website and social media channels experience.

Nissan Saudi Arabia chose Infobip due to Infobip’s analytical capabilities and technical expertise. Infobip has catered to all Nissan Saudi Arabia’s requirements with high flexibility and scalability and offered a secure platform that meets all Nissan Saudi Arabia’s business communications needs.

WhatsApp Business API enabled Nissan Saudi Arabia to support customers 24/7 while catering to their automotive needs securely, offering always-on support, and sending updates in real-time. In November 2020, Nissan Saudi Arabia deployed WhatsApp Business API to enhance customer engagement, increase trust, and build long-lasting relationships with customers. 

Results

An average 4.4-star rating on the overall experience 

WhatsApp Business API notably improved Nissan Saudi Arabia’s customer reach by being available and responsive to customer inquiries night and day over the most popular communication channel in the Kingdom, WhatsApp. In the first three months of deploying WhatsApp as a verified communication channel, Nissan Saudi Arabia has witnessed significant adoption of the solution through customer engagement activities, customer satisfaction rates, and brand awareness measurements. Deploying WhatsApp Business API as a customer communication channel has resulted:

  • The WhatsApp channel has registered 18K unique users since the deployment of Infobip’s solution. 
  • 625K exchanged messages in the first three months.
  • The WhatsApp channel has generated a total of 2.4K sales leads. 

To ensure customer satisfaction and keep track of user experience, Nissan Saudi Arabia has shared a “Rate Your Experience” survey and received a 4.4-star average rating from over 3,500 Users.   

Nissan Saudi Arabia has also compared the website chatbot with the WhatsApp chatbot performance to result in:

  • 71% increase in unique users generated from the WhatsApp channel.
  • 653% increase in exchanged messages.
  • 138% increase in generated leads.
Mohammed El-Khayat
Deputy GM – Customer Experience and Digital Transformation

Nissan Saudi Arabia’s customer-centric approach is defined by studying the Saudi customer’s buying behavior and coming up with solutions that provide the customer with the best shopping and ownership experience. The KSA automotive industry has gone through several changes. With the COVID-19 pandemic accelerating digitization and impacting the industry, a 10% surge in VAT made the competition focus more on communicating offers, services, and deals, which customers are bombarded by regularly. The key to standing out in the automotive industry is identifying the market’s need and developing solutions that make car buying, servicing, or inquiries a seamless customer journey. By digitally enabling the customer journey and launching this new chatbot service over the WhatsApp channel, we have made serving our customers more accessible and convenient. Infobip has helped us develop the optimum journey for users to interact with the brand through WhatsApp easily. The technical expertise provided by Infobip has also allowed us to integrate it with our systems for smooth data capturing quickly.

Company Profile

Nissan Saudi Arabia

Nissan KSA has a strong heritage in the Kingdom of Saudi Arabia that dates to the 1950s, where Nissan’s relationship with the Middle East goes back to 1957 when the first Nissan vehicles were delivered to Saudi Arabia. In November 2015, Nissan Saudi Arabia was established as a National Sales Company. Nissan appointed Petromin Nissan in 2016 as the official authorized retail dealer in the Kingdom, offering to service, with Nissan trained technicians and Nissan genuine parts, at more than 700 service points throughout Saudi Arabia and 12 showrooms. In May 2019, Nissan also appointed Manahil International as a new specialized dealer in Saudi Arabia, further expanding its sales network across the Kingdom with over 98 Identified Independent Retailers. Manahil International, a Mohamed Yousuf Naghi & Brothers Group Company, focuses on fleet sales for Nissan as well as government and business enterprises.