WhatsApp Channel to Help Kaya Clinic in their Business Campaigns
About Kaya Clinic:
• Kaya Clinic is well known for their advanced hair and skin care solutions.
• It was founded in 2003 by Harsh Mariwala. Mariwala, the chairman of Marico Limited, conceptualized the prototype of Kaya Clinic at Marico’s corporate office in 2002.
• The key solutions Kaya offers are Laser hair-reduction, Acne & Scar Treatment, Brightening and Pigmentation Services, Expert beauty facials, Anti Ageing Services and Hair Care.
• Kaya Clinic also offers skin and hair care products formulated by highly experienced dermatologists.
• To give the customer 24/7/365 accessibility, availability and transparency by providing details on their fingertips
• To drive higher customer experience
• To enhance business engagement via WhatsApp by listening to the consumer feedbacks and conversions of lead generated
• To Improve ROI and increase appointment booking.
• Eventually change consumer behaviour towards booking their appointment more via WhatsApp which helped minimize operation and assistance load
Why WhatsApp for business for Kaya?
WhatsApp is the enabler in providing a higher level of customer experience by reducing the TAT (Turn Around Time) in concerned resolutions. WhatsApp was needed for providing hassle-free and real-time resolution of queries resulting in higher customer experience. WhatsApp is a great tool for enhancing the consumer journey.
• To provide customers hassle free access, 24/7/365 customer assistance
• Using WhatsApp, a highly-adopted medium to engage and assist consumers
• To Provide transparency and visibility of their transaction eligible offers, added benefits, affiliated brand offers etc.
• To provide Instant resolution of queries through integrated ‘menu in chat’
✔ The WhatsApp messaging platform was leveraged to communicate directly with consumers which enabled 2-way engagement with consumers.
✔ Custom and personalized messages were sent to the existing customers based on the customer’s name, customer tier of the loyalty program, behaviour, queries, service interests etc. (E.g. – A Platinum tier customer who has transacted only in anti ageing will get customised anti ageing offers along with the tier benefits and points available in his account which can
✔ Consumers have options to select from the predefined queries in the menu in chat or can reach out the brand through their own.
• The messages cover the Loyalty program, Discounts-Offers and Skin sessions at their outlets across PAN India.
• Activated the following modules viz – loyalty, appointment, feedback, online consultation, vouchers etc.
• Screening of Opted in or Opted out customers , monthly updates and its maintenance
• Validation of communications were done based on workflow
• Communication with Kaya Clinic systems was done only through API
• Transaction logs and/or database/ reports were maintained
• Mechanisms for Kaya Clinic to sync database and logs on a periodic basis were provided
• Support the Loyalty module –Kaya Smiles (reward points), Vouchers and Pending Sessions
Total Messages Sent – From Brand to Users – 430,209
Total Responses Received – from Users to Brand – 50,591
No of campaigns done till date – 14
How Kaya’s WhatsApp Helped their Business campaigns!
- Engagement / Response rate – 11.75%
Total messages Brand (KAYA) sent to User Vs Users response to Brand (KAYA)
- Response from users – 50591
Actual engagement WRT pending sessions, KAYA Smiles & ; Vouchers – 16277 i.e. @ 32% active interaction
- Appointment cancellations reduced and sales increased
- Popular keyword –
• Most chosen option and the most popular keyword is -”pending session”
• 72% customers came back finding their pending sessions.
• Not only that, people resumed their pending sessions too.
• Based on Kaya menu – the popular keywords are sessions, Voucher and Kaya Smile points (reward points).
• Pending Session – 11,426
• Kaya Smiles – 2,505
• Vouchers – 2,346