Business Platform
Consórcio Magalu
Increasing appointment bookings with WhatsApp Flows
Brand
WhatsApp Business Solution Provider
Brazilian lender Consórcio Magalu used WhatsApp Flows to redesign its scheduling experience for potential clients, resulting in 2.9X more conversions than its usual approach.
2.9X
more appointment bookings from WhatsApp Flows among organic site visitors, compared to the usual booking approach*
49%
more appointment bookings from WhatsApp Flows among site visitors coming from paid marketing sources, compared to the usual booking approach*
21%
increase in customer satisfaction from appointment bookings with WhatsApp Flows, compared to the usual booking approach*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Making financial goals achievable
Consórcio Magalu has more than 1,400 locations and 98,000 active customers throughout Brazil. For more than 30 years, it’s helped Brazilians realize their financial goals through “consórcios,” loans that make it possible for consumers to purchase cars, real estate, appliances and other goods or services as part of a group. Each customer pays a monthly installment toward the same type of good or service, with the option to acquire their item in one of three ways: completing the loan term, placing a winning bid or winning a monthly raffle to pay off their individual loan.
Their Goal
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A seamless booking experience
Under the previous booking system, potential customers were redirected from WhatsApp to a calendar-based mobile-web experience to complete their booking. But this transition resulted in a 92% abandonment rate. The team wanted to automate the process entirely through WhatsApp in order to minimize dropoff, customer wait times and the need for agent intervention.
Their Solution
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A human touch
For Consórcio Magalu, an important first step in attracting new customers is making it easy for them to meet with bank representatives who can answer their loan questions. Unfortunately, the previous booking experience, which directed visitors to a site outside of WhatsApp after they’d already made contact within the app, was causing a significant dropoff in traffic.
Consórcio Magalu knew it needed to find a more simple and intuitive approach that would make it easier for visitors to book appointments. To do this, Consórcio Magalu teamed up with their strategic solution provider Sinch to implement WhatsApp Flows, a solution that can help businesses design, build and customize user journeys, which can make chatbot and AI agent solutions better for customers and help brands create more engaging experiences. The team used WhatsApp Flows to build a new, end-to-end user booking experience entirely within WhatsApp. The team then implemented this updated experience for both existing customers and potential new customers who’d previously made an inquiry about loans on the website.
“WhatsApp Flows allowed us to redesign our customer booking experience in a much more intuitive way that was fast and simple. Customers can now select appointment dates and times faster, without having to leave their WhatsApp chat thread. This has led to more leads booking appointments and created higher customer satisfaction.”
Letícia Vilela Bertolini and Leonardo Osório
Platforms and Data Manager and Corporate Business Manager, Consórcio Magalu
The new WhatsApp Flows experience was shared with both organic site visitors and visitors from paid marketing sources. The first WhatsApp message notified each potential customer of Consórcio Magalu’s latest loan terms for real estate, car, motorcycle, services, electronics and furniture loans. It also listed the company’s business hours and encouraged the person to schedule an appointment with Consórcio Magalu by tapping the Book now button. A follow-up message directed the customer to find a date or time for their appointment by tapping Check options. Next, the customer entered a WhatsApp Flow to choose the date, time and type of appointment (in-person, video call or phone call) that worked best for them, with just a few simple taps.
After selecting Confirm appointment, visitors were given the option to take a customer satisfaction survey about their booking experience. Consórcio Magalu reported higher customer satisfaction scores from appointment bookings with WhatsApp Flows compared to its usual booking approach.
Their Success
By keeping the booking experience entirely within WhatsApp, Consórcio Magalu was able to drive more conversions from both organic and paid site traffic than in its previous booking approach. According to Consórcio Magalu, its July 27-October 2, 2023 campaign delivered:
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Adding a reliable channel
- 2.9X more conversions from appointment bookings with WhatsApp Flows among organic visitors, compared to the usual booking approach*
- 49% more conversions from appointment bookings with WhatsApp Flows among paid site traffic, compared to the usual booking approach*
- 21% increase in customer satisfaction from appointment bookings with WhatsApp Flows, compared to the usual booking approach*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
“WhatsApp Flows is an innovative feature that makes tasks like logins, appointment bookings, filling out forms and finding nearby locations much easier and more practical. It’s truly a game changer for how businesses can prioritize WhatsApp as a strategic channel to engage with users. We’re very confident Flows can help enhance the customer experience, which is why we build Flows into the chatbot journeys of many of our clients. We’re excited about how Flows improved performance for Consórcio Magalu and we’re planning to help drive even more growth for them using this solution.”
Carolina Guerrero
Partnership Specialist, Sinch
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