Graziella KAEUFFER Director of Omnichannel Customer Experience
Chloé Herbaut Customer Service Manager
"WhatsApp has allowed us to create a closer and more intimate relationship with our users. With this great use case, we wanted to personalize our relationship and our message according to the customer thanks taiwan contact number to around twenty possible paths. This has allowed us to connect with our Courir community and expand it by recruiting thanks to an innovative and engaging mechanism.
Although the goal was more relational, we saw a nice conversation rate thanks to the tracking as well as the unique codes sent to our new opt-ins !
Solution
Create an interactive and engaging conversational experience through two different channels: RCS and Rich Conversational SMS
Picard therefore called on Sinch to imagine an immersive and personalized experience allowing its customers to prepare for the holidays in complete peace.
In fact, Sinch has built a conversational scenario with Picard that helps customers create their ideal menu for the holidays, based on their preferences, diet, budget or even desire to cook.
Using RCS (Rich Communication Services) was an obvious choice for Picard because it is a secure channel that allows to increase and better measure the effectiveness of campaigns. Indeed, RCS allows to know the reading rate of a message, an indicator that was previously impossible to obtain via classic SMS campaigns. Being only available on Android for the moment, non-RCS compatibles were addressed by a conversational experience (chatbot) relayed via Rich SMS URL.
Use case for Picard RCS messaging
Figure 1 Long RCS Scenario
Picard RCS use case second figure
Figure 2 Rich Conversational Scenario
Results
A commitment to this first RCS experience
Long RCS benefits from a click-through rate 3 times higher than Rich on this conversational Christmas campaign. The enriched format of the scenario introduction directly in the messaging channel encouraged users to discover their personalized Picard menu.
+42% of customers started the RCS scenario although the target population was 2 times smaller than the one targeted in Rich Conversational. The RCS format also generated +10% redirection vs. Rich Conversational.