MAPFRE, a leading insurance company, faced challenges with low engagement levels in NPS surveys through conventional approaches. They discovered a solution that not only tackled this issue but also paved the way for a novel form of customer interaction. By incorporating WhatsApp Business into their communication strategy, MAPFRE successfully doubled its survey response rate.
MAPFRE used to send surveys via email and SMS, directing recipients to web-based surveys. While these methods are crucial for gathering customer feedback, they face challenges, particularly in achieving high response rates. Recipients often find the process of following a link to a survey time-consuming or inconvenient, leading to delays and incomplete responses.
This challenge in communication highlighted an opportunity for improvement for the MAPFRE team, tasked with collecting valuable feedback to inform business decisions. They recognized the need for more efficient and engaging methods to obtain complete and direct customer information.
The Shift to a Modern Solution
MAPFRE’s solution to improve NPS survey engagement was to utilize WhatsApp as an additional channel for sending out surveys. This move did not involve changing their existing tools but rather expanded their outreach strategy to include a platform where interactions are real-time, conversational, and take place on an app that customers are familiar with and use often.
Leveraging WhatsApp Business Platform
Integrating WhatsApp Business into MAPFRE’s customer engagement strategy was a game-changer. This allowed MAPFRE to send surveys directly to customers’ WhatsApp, facilitating immediate and interactive responses. The features of this platform are particularly suited for engaging customers:
Automated Messaging: This feature enabled MAPFRE to send out surveys efficiently, ensuring timely delivery and response.
Quick-Reply Buttons: These buttons made it easier for customers to respond, significantly reducing the time and effort required to complete surveys.
Multimedia Capability: The ability to include images and videos made the surveys more engaging and interactive.
This approach to the survey was a significant shift from traditional methods, focusing on convenience and customer engagement, making providing answers about the experience quick, easy, and enjoyable.
The Impact: Doubling Survey Response Rates
The impact was significant and quantifiable. MAPFRE experienced a doubling in their survey response rates, a testament not only to increased numbers but to a deeper level of customer engagement. Customers were more prompt in their responses and more likely to complete the surveys, yielding richer insights.
This improvement led to enhanced customer satisfaction, thanks to the survey process’s ease and accessibility. Moreover, the insights obtained were more reflective of the customer base, allowing MAPFRE to make more informed and timely decisions.
Looking Ahead
MAPFRE’s success with WhatsApp Business demonstrates how embracing technology can significantly improve customer engagement and data collection. By adapting to the digital preferences of today’s customers, businesses can unlock new levels of interaction and insight.
The takeaway from MAPFRE’s experience is that the future of customer feedback and engagement lies in leveraging popular communication platforms where customers are most active. With its widespread usage and familiarity, WhatsApp Business offers an ideal medium.
Embracing Innovation for Enhanced Customer Insights
By changing the conventional survey methods and embracing a more customer-centric approach, MAPFRE solved the issue of low response rates and enhanced the overall quality of the feedback received.
This strategy goes beyond collecting data; it’s about building a more robust customer connection. When customers feel their time is valued and their feedback is easily given, they are more likely to engage sincerely and consistently. This level of engagement is vital for businesses seeking to understand and meet the evolving needs of their customers.
Setting New Standards in Customer Engagement
MAPFRE’s integration with WhatsApp Business for surveys is more than just a success story in improving response rates; it’s a forward-thinking approach to customer engagement.
As businesses navigate the digital landscape, adapting to customer preferences and leveraging popular platforms will be vital to staying relevant and gaining deeper insights.
MAPFRE shows that businesses can meet and exceed customer engagement and data collection goals with the right tools and a customer-focused mindset. This approach redefines the standards of customer feedback collection, making it more efficient, engaging, and aligned with modern communication trends.
Learn more about how WhatsApp Business can transform your customer engagement strategy!
