CASE STUDY - Raiffeisenbank Russia

Raiffeisenbank: WhatsApp customer service channel reduces cost per contact by 10x

Raiffeisen Bank Russia implemented WhatsApp Business API and reduced call center costs while boosting their NPS score by 19% 

01 Challenge

High call center costs and slow time to resolution

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02 Solution

Add WhatsApp to the contact center for fast and convenient customer support

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03 Result

19% growth in NPS and a 10x cost reduction

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Client profile

Founded in 1996, Raiffeisenbank Russia (RBA) is one of Russia’s most trusted banks. Specializing in the development of financial solutions for private and corporate customers both in and outside of the Russian Federation, the bank is now ranked the second most reliable in Russia by Forbes. Raiffeisenbank International group has more than 120 years’ experience in the banking sector globally, with RBA’s regional banking network present in 43 cities in Russia, with 173 branches across the country.

RBA was spending significant funds and resources on customer calls. The bank’s customer contact centers were using toll-free numbers - and while these are free for inbound customer calls, they incurred considerable costs for RBA. Workloads for the bank’s contact center agents were heavy, owing to the significant amount of time an agent spent with a caller. This resulted in long waiting times for customers calling the toll-free number. 

At the same time, the bank also recognized that their clients wanted to use different channels of direct engagement to avoid calling queues. Although Viber and Telegram were added as channels to the bank’s contact center to improve the customer experience, the bank wanted to integrate Russia’s most popular chat app into the platform: WhatsApp. For this, they needed a WhatsApp Business API solution provider.  
RBA recognized Infobip as a partner that had the expertise to integrate WhatsApp within the current contact center communications suite. Adding WhatsApp provided them with an instant, reliable, and secure channel that customers actively used. 

This enabled the sending of transactional messages and time-sensitive notifications in a quick, convenient, and reliable way, while also allowing bank customers to communicate directly with RBA. The channel costs a fraction of the price of outbound toll-free numbers and was fast and simple to integrate. 
RBA noticed a positive impact after just one month, and received affirmative feedback from both customers and call center agents. The bank also observed lower contact center costs, since clients were choosing WhatsApp over the toll-free number - which proved to be 10 times more cost-effective. WhatsApp Business API reduces contact center costs
RCS marketing campaign results

After a successful first month using the channel, RBA fully integrated WhatsApp. This resulted in a 19% boost in their net promoter score (NPS) across all chat apps, clearly increasing the overall customer experience.

RBA has also observed that WhatsApp is four to five times more popular than other instant communications channels amongst its customers. 

WhatsApp more popular than other channels

With the capacity for people to submit questions and receive answers in real time, WhatsApp has also helped RBA improve relations with potential clients and assist in the onboarding process.

Looking to the future, RBA plans on working with Infobip to introduce a WhatsApp chatbot that will help with FAQs as well as qualify customers who require additional support from a contact center agent.

Ilya Schirov

Adding WhatsApp as a customer service channel proved to be a tremendous success - we increased our NPS score by 19% and reduced the costs associated with our contact center by 10-fold. The customers love it - they use it four times more than other instant communication channels.

Ilya Schirov

Senior Vice President
Raiffeisenbank Russia