CASE STUDY - Rapido
Rapido: Viber and Omnichannel for Elevated Customer Communications
Founded 2001 in Bulgaria, Rapido Express and Logistics is a fast-growing courier and parcel service provider. In the beginning, they only covered Bulgarian territory, but they soon expanded to other EU countries. Since November 2017, RAPIDO has expanded its partnership-based international coverage by becoming a member of DHL Parcel Europe Network for import/export of land-delivered parcels.
RAPIDO’s call center was receiving numerous calls from customers asking for further clarification about their package delivery notifications. This had a poor impact on customer experience, as it wasted a lot of customers' time. The calls were also time-consuming for RAPIDO employees and prevented them from having time to deal with in-depth problems that required more attention.
The reason RAPIDO's shipping notifications were unclear was because of the limitations they had when using Cyrillic characters via SMS. Since SMS was limited to 70 characters with Unicode, they had to use abbreviations their customers couldn’t always understand.
On-demand real-time reporting was also something they lacked and needed. Before, they had to send an email for each report they wanted, which was too slow and impaired their business. It also made the process of monitoring the delivery status of messages and resolving customer complaints lengthy, because they couldn’t get details about notification status and other critical data on time.
They were looking for a new channel for better and easier customer engagement. They were also interested in the potential for an easy transition between communication channels with one communication solution provider.
Looking to improve the effectiveness of their customer communications, as well as the information flow inside of their logistics chain, RAPIDO implemented an omnichannel messaging solution.
Their primary communications channel shifted from SMS to Viber, because of Viber’s much higher character limit (1000 characters) that eliminates the need for unnecessary abbreviations. This way they can deliver a clear message when parcels are out for delivery, and the customer can understand everything easily without calling the customer support center for further clarification.
RAPIDO still keeps SMS as a fallback option. As part of the omnichannel solution, they now also have the option to send complete SMS messages (up to 160 characters) in Cyrillic letters with Infobip's transliteration feature.
Infobip's reporting tool enables real-time, cross-channel reporting - all in one place - with quick and easy access. It’s especially useful when RAPIDO has to investigate customer complaints, since they can check the notification delivery status at any time, and email the customers that didn't receive the initial message.
With clear messages and no unnecessary abbreviations, the quality of customer communications increased greatly. Customers were able to understand the messages properly, so their response rates improved. With easy-to-understand notifications, RAPIDO's number of delivered packages as increased. The company aims to keep the number of delivered parcels above 95%.
The number of calls to their call center, which happened on a regular basis when customers couldn't understand messages, also decreased by 10-15%.
Viber, as a new channel in RAPIDO’s communications portfolio, had a positive impact on brand image, reputation, customer experience, and customer satisfaction - since they were one of the earliest adopters on their market.
Real-time reporting contributed to the efficiency of internal logistics processes and increased the speed of resolving customer complaints, which had a positive effect on customer satisfaction and saved RAPIDO a lot of valuable time they can use to further grow their business.
With Infobip omnichannel communications, we managed to communicate our message without worrying about limitations when it comes to Cyrillic characters. We increased customer satisfaction with the implementation of Viber as a channel. Another great thing about Infobip’s platform are the multiple channels it enables us to combine. We’re currently testing transliteration options for SMS, which will unlock the full potential of SMS as a channel.