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WhatsApp as a new support channel to bolster contact centre

WhatsApp as a new support channel to bolster contact centre

Instant messaging boosts customer satisfaction and contact centre productivity

To reduce the volume of contact requests from bank customers, the bank wanted to offer WhatsApp as a new, familiar customer support channel. Chatbots should improve the response time for bank customers and, on the other hand, reduce the bank's costs.

A person using a smartphone with a WhatsApp chat open, demonstrating the use of WhatsApp as a digital customer service channel. — Learn how GFT is leveraging WhatsApp as a new digital channel to offload contact centre workloads. This image shows a person interacting with a chatbot on WhatsApp, highlighting the integration of messaging apps into customer service strategies to enhance efficiency and user experience.

High customer satisfaction

Instant messaging boosts customer satisfaction

Instant messaging

Customers receive an answer 24/7 through the chatbot

Reduction in agents’ idle time

A permanent gain in operational efficiency

Client

Bankia S.A.

Bankia S.A. is a Spanish bank that was created in July 2010 by a merger of seven savings banks. It offers a comprehensive range of traditional financial services, including retail banking, wholesale banking, private banking and asset management. In 2021, Bankia merged with CaixaBank.

Challenge

Reduce contact query volumes by offering WhatsApp as new customer support channel

Direct non-transactional customer calls about mortgages and personal loans initially to a chatbot to improve response time and reduce costs
Optimise customer experience by leveraging the familiarity of WhatsApp to offer a new support channel
Analyse customer communication using natural language processing

Engagement

End-to-end project covering use case identification/prioritisation, proof of value, strategic conversational architecture, design, implementation, integration and deployment

As a result of an ongoing collaboration at Bankia’s AI lab, GFT proposed WhatsApp as potential customer channel
The aim was to automate regular customer service enquiries about mortgages and personal loans, with optional human backup when needed
GFT worked with the bank to implement a WhatsApp Enterprise chatbot agent capable of offering mortgage simulation, property valuation and to transfer the chat to a customer support agent when needed
The solution uses Hubtype and Dialogflow

Benefit

A permanent gain in operational efficiency and customer satisfaction improved

Contacting the bank is easier than ever for customers and prospects
Reduction in agents’ idle time, allowing them to answer queries in an asynchronous channel familiar to customers
Zero abandonment rate as all cases are attended to and customers receive an answer 24/7 through the chatbot, even when the contact centre is unavailable
High levels of customer satisfaction with an average of 9.1 stars (out of 10)
Bankia has taken this opportunity to increase customer engagement and grow the lifetime value of its customers