Business Platform
Bank Rakyat Indonesia
Improving customer service with WhatsApp Business Platform
Brand
WhatsApp Business Solution Provider
Bank Rakyat Indonesia (BRI) partnered with Meta Business Partner and customer service specialist 3Dolphins to develop and launch Sabrina, an automated customer service assistant powered by WhatsApp Business Platform.
18-pt
Increase in CSAT (customer satisfaction) score, attributed to the launch of the Sabrina messaging assistant*
38%
Of total inquiry traffic was handled by Sabrina, making it BRI's number-one customer inquiry channel*
33%
Annual cost savings, attributed to the launch of the Sabrina messaging assistant*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Frequent customer contact
As one of the largest state-owned banks in Indonesia, BRI receives a high volume of complex customer queries each day. Over time, BRI found it difficult to handle requests efficiently by using human agents alone.
Their Goal
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Automating common service responses
The bank wanted to build a customer service assistant that could reduce the workload for its employees and provide automated answers to the most common customer questions.
“Sabrina is equivalent to having 400 customer service agents. It’s become our number one customer contact channel, and 38% of our customer service traffic now comes to us via WhatsApp. Because of WhatsApp Business Platform, we’re moving closer to our goal of creating a conversational platform that can facilitate every customer need.”
Andika Rachman
Associate VP and Head of AI, Bank Rakyat Indonesia
Their Solution
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Easier customer communication
BRI and 3Dolphins chose to build this solution – named Sabrina – in WhatsApp Business Platform because of its large user base and ability to help simplify complex customer interactions. Sabrina is easily accessible in WhatsApp, so bank customers don’t have to download another app to use it. Customers access Sabrina by clicking a link for virtual assistance on BRI’s website. After they have engaged with Sabrina, they can use it to conduct routine banking transactions, check balances and obtain information.
Sabrina also offers tailored investment recommendations based on the customer’s financial goals, including guides to savings accounts, mutual funds and stocks, as well as risk assessments for each option.
Sabrina launched under 3Dolphins in 2022. BRI determined its success and looked for ways to make continual improvements by regularly measuring its most important business outcomes – including number of cases escalated to a human service agent and cost savings – against its customer service performance prior to launching Sabrina. BRI also implemented routine customer satisfaction surveys (CSAT) to gather feedback that could help it refine performance.
Their Success
A better customer experience
BRI reported cost savings, improved customer satisfaction scores and fewer cases escalated to a live customer service agent as a result of launching Sabrina:
- 18-point increase in CSAT (customer satisfaction) score, attributed to the launch of the Sabrina messaging assistant*
- 38% of total inquiry traffic was handled by Sabrina, making it the number one channel for inquiries compared to other channels*
- 33% annual cost savings, attributed to the launch of the Sabrina messaging assistant*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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