Business Platform
Industrias Haceb
To offer faster, more efficient customer support services that increase customer satisfaction and loyalty
Brand
WhatsApp Business Solution Provider
Industrias Haceb builds a powerful, streamlined customer support channel over WhatsApp that enables the company to serve more customers better and faster, while boosting employee productivity
85%
response rate for all messages through WhatsApp
45%
digital engagement rate attributable to WhatsApp
57%
growth in WhatsApp contacts in just over a year
3
minute wait times for customers over WhatsApp, down from one hour
*All results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Quality appliances, quality service
Starting as a small electrical repair shop in 1940, Industrias Haceb has grown into a leading Colombian manufacturer and seller of high-quality household appliances. The company differentiates itself from competitors by providing comprehensive maintenance and repair services to ensure the longevity of their products.
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High-efficiency customer service
With wait times to reach customer support reaching upwards of an hour, Industrias Haceb wanted a faster, more efficient way of connecting with customers for after-sales support. Engaging with digitally aware customers required a streamlined communications channel that could support automation and live agent support for a variety of post-sale services.
Their Solution
Automated chat menu provides quick answers to FAQs and frees agents to deal with unique customer queries
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A versatile, streamlined support channel
When a customer purchases a refrigerator, washing machine, or microwave from Industrias Haceb, they’re assured of a high-quality item that will last. For over 80 years, the Colombian manufacturer and seller of home appliances has been known for providing maintenance services for all products.
Traditionally, customers needing assistance after a sale called the Industrias Haceb service center. Finding customers increasingly eager to connect digitally, the company added a chat function on its website allowing customers to ask questions or request a technician appointment.
With a lot of customers contacting the company via phone and chat, wait times could reach up to an hour. Agents fielded communications over multiple lines and if a call or chat was disconnected, the entire conversation was lost – requiring customers to start over.
The company needed a communications channel to reach digitally engaged customers with faster, more effective service while enabling agents to manage more inquiries. After research showed that WhatsApp is popular in Colombia, Industrias Haceb partnered with multi-agent, multi-channel platform B2Chat to develop a powerful chatbot over WhatsApp Business Platform.
When customers reach out over WhatsApp, they’re greeted by a menu that allows them to ask questions about using or maintaining their appliances, schedule and manage technician visits, and receive other after-sales services. These services include home deliveries, spare parts and accessories, white line sales, credits, renewals, product rentals, a “design your kitchen” feature, “hogar” Haceb, as well as resolving frequently asked questions.
If a customer is unable to resolve their question through the automated chat, or would prefer to message with an agent, they are routed to the appropriate customer care agent.
“With WhatsApp, we’ve found a modern way to fulfill our traditional values of strong customer-focused service. We’ve shortened average wait times from an hour down to three minutes, while giving each customer personal attention. As customers experience the speed and convenience of using WhatsApp, digital engagement has grown from 10 percent to 45 percent in only four years.”
Wilmar Carmona
Customer Center Assistant, Industrias Haceb
“With WhatsApp, we’ve found a modern way to fulfill our traditional values of strong customer-focused service. We’ve shortened average wait times from an hour down to three minutes, while giving each customer personal attention,” says Wilmar Carmona, Customer Center Assistant, Industrias Haceb. “As customers experience the speed and convenience of using WhatsApp, digital engagement has grown from 10 percent to 45 percent in only four years.”
Multimedia features in WhatsApp allow customers to upload photos, video, and audio to give agents a clearer picture of their specific issue – such as sharing a recording of the sound their refrigerator makes. Equipped with full information, agents can guide customers in quick at-home maintenance if possible, down to guiding customers on installing shelves on a new microwave. Agents can also set up a visit with a technician trained to address more complex problems.
“Enabling agents to respond faster and more accurately to customers through WhatsApp has increased productivity and accelerated growth,” says Daniel Algarra, Marketing & Sales Manager, B2Chat. “In a short time, Industrias Haceb has expanded from three agents on WhatsApp to 45 agents operating across different departments to serve customer needs.”
Once customers have scheduled a maintenance visit, they can track and manage the details of that visit through WhatsApp. If a customer needs to change their appointment, they can do so through WhatsApp. Live agents use customers’ conversation histories to better understand and serve customers during each session - when a customer re-engages with the Industrias Haceb over WhatsApp, they don’t have to repeat their story from the beginning. To keep customers fully informed throughout the process, technicians can also chat directly with customers if unforeseen issues, like traffic, should cause delays.
“The immediacy of messaging over WhatsApp allows us to build better, more lasting relationships with customers who prefer to engage online. Exploring the versatility in WhatsApp has grown customer engagement in the channel by 57 percent in just over a year,” says Carmona. “Even as we send more messages to more customers, we’re achieving a high 85 percent response rate.”
Inspired by customers’ enthusiastic responses, Industrias Haceb is looking to deepen its e-commerce over WhatsApp, with plans to send follow-up messages featuring cross promotions related to customers’ online purchases.
“With WhatsApp, we can build on our most important value – our connections with our customers – to successfully power our digital transformation,” says Carmona.
WhatsApp enables Haceb to build on its most important value - their connection with their customers
Their Success
Improved service and productivity
Industrias Haceb builds a faster, more streamlined support channel through WhatsApp Business Platform to handle more engagement and enhance services with shorter wait times and greater employee productivity.
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Improved service and productivity
- 85% response rates for all messages through WhatsApp
- 45% percent digital engagement rates attributable to WhatsApp
- 57% growth in WhatsApp contacts in just over a year
- Three-minute wait times for customers over WhatsApp, down from one hour
*All results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
“The immediacy of messaging over WhatsApp allows us to build better, more lasting relationships with customers who prefer to engage online. Exploring the versatility in WhatsApp has grown customer engagement in the channel by 57 percent in just over a year. Even as we send more messages to more customers, we’re achieving a high 85 percent response rate.”
Wilmar Carmona
Customer Center Assistant, Industrias Haceb
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