Bajaj Auto: Leveraging WhatsApp and RCS for Enhanced Customer Engagement and Conversion Rates
Technology Category
- Networks & Connectivity - 5G
- Sensors - Haptic Sensors
Applicable Industries
- Automotive
- Cement
Applicable Functions
- Sales & Marketing
Use Cases
- Chatbots
- Time Sensitive Networking
Services
- Testing & Certification
About The Customer
Bajaj Auto is a leading Indian multinational two-wheeler and three-wheeler manufacturing company. With more than 18 million motorcycles sold in over 70 countries, the Bajaj brand is truly 'The World’s Favourite Indian'. It is India’s top motorcycle exporter with two out of three bikes sold internationally carrying a Bajaj badge. The company is also the world’s largest manufacturer of three-wheelers. For the past 75 years, Bajaj Auto has been delivering products that have best in class design and technology and are built on uncompromised quality. The company’s unwavering commitment towards new product initiatives has made it future ready.
The Challenge
Bajaj Auto, one of the world's largest two-wheeler and three-wheeler manufacturers, was facing a significant challenge with its customer engagement and conversion rates. The company primarily relied on SMS for all its communication with customers, including promotional messaging. However, as the number of customers scaled, the number of conversions via SMS started to decline drastically. The existing communication process over SMS required customers to click on a link provided in the text message, which would redirect them to a landing page. Once they opened the landing page, they had to fill out a form with multiple fields to download the information they needed about Bajaj Auto’s products. This long-drawn process often led to customers dropping off before filling out the form. Another challenge was the low deliverability of one-time PINs (OTP) for customers who wanted to subscribe to updates from Bajaj Auto, leading to constant customer complaints.
The Solution
To address these challenges, Bajaj Auto implemented WhatsApp and RCS as their new communication channels to boost engagement levels. The company ran a 3-month pilot campaign targeting its three-wheeler customer segment using the WhatsApp Business solution. The success of this pilot led to a WhatsApp campaign to promote the launch of Pulsar 250, resulting in thousands of registrations from customers. Bajaj Auto also introduced a 'Missed Call' campaign where customers could get more information about the product without having to fill out a form on their website. Following the success of its WhatsApp campaigns, Bajaj Auto decided to implement other communication channels with Infobip, such as RCS, as an alternative to SMS. The company built the APIs needed to send out RCS messages, enabling its customers to chat with them in one place without being re-directed to a landing page. To address the OTP deliverability issues, Bajaj Auto implemented Infobip’s OTP solution.
Operational Impact
Quantitative Benefit
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