Case study: Vaillant ups customer engagement with RCS messaging

Quick stats

Rich messaging:

  • Increased customer engagement from 2% to 40%
  • Reduced admin time by 11% per transaction, with phone traffic time reducing by an average of 2-3 minutes per call
  • Increased the average response rate from 8-10% for traditional outbound or letter campaigns to 47%, based on an open rate of 82%

Heating solutions provider Vaillant Group, continues its commitment to an innovative, customer-focused approach, with the introduction of rich messaging to their customer base.

The company is proud to have a growing customer base, which means an increasing importance on finding the most effective form of consumer communication both for sales and customer service. Printed letters and outbound phone calls are no longer the quickest or most effective approach for engaging consumers. As a consequence, the company was keen to explore different channels.

Based on Vaillant’s requirements, Esendex designed a communication solution using RCS and SMS Landing Pages.

By using Esendex’s bespoke rich messaging platform, Messaging Studio, Vaillant was able to quickly and easily build its own rich message campaign, which would follow up on boiler quotations previously supplied to prospective customers.

If the customer had a non-RCS compliant device, (iPhone) then Messaging Studio would automatically detect this and send an SMS Landing Page instead. RCS compliant devices (Android) would receive an RCS message which included images personalised text and three calls to action:

  • Start text chat: When selected, this option would allow the customer to start a two-way text conversation from their native messaging application. At the Vaillant end, the conversation would be managed from within the Messaging Studio two-way chat environment.
  • Call us: By selecting this option a call would automatically be initiated with a Vaillant sales representative.
  • Email us: Selecting this option would automatically open a new email with the address and subject line automatically populated.
Results

The introduction of rich messaging continues to have a huge impact on the Vaillant Group administration and customer engagement. Not only are the benefits tangible, but they also continue to improve, as the company continues to work alongside Esendex to optimise the customer experience.

The messaging campaign:

  • Increased customer engagement from 2% to 40%
  • Reduced administration time by 11% per transaction, with phone traffic time reducing by an average of 2-3 minutes per call
  • Increased the average response rate from 8-10% for traditional outbound or letter campaigns to 47%, based on an open rate of 82%

The Esendex range of products greatly enhance the way we speak with our customers from sales follow-ups and engineer appointment confirmations, all the way through to general Q&As.

Arron Alderson, Solutions and Process Manager at Vaillant

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