Staying connected with customers means meeting them where they already are—and more often than not, that’s on their favourite messaging apps. Channels like WhatsApp are no longer just for personal; they’ve become the go-to platforms for brands to engage with their customers in a way that’s personal, convenient, and instant.
For businesses, these messaging apps are a game-changer. They allow brands to provide quick support, share updates, and even create tailored experiences, all in the same place where people are chatting about their day. The result? Happier customers, stronger relationships, and a smoother overall experience.
For our latest case study, we delve into how the Hong Kong Broadband Network (HKBN) tapped Sleekflow, an AI-powered omnichannel conversation suite, as its official WhatsApp Business API provider to power its WhatsApp business channels for better customer engagement and experience for users.
The Challenge
As the telecommunications landscape continues to evolve, the Hong Kong Broadband Network (HKBN) has recognised the need to adapt its communication channels to better reach and engage with customers. In response to the surge in scam calls and the growing preference for online messaging apps, the company decided to pursue WhatsApp as a customer connection channel. The company then set out to create official WhatsApp Business API accounts, since they noticed WhatsApp offers a more user-friendly and interactive option than phone calls or emails.
The Objective
HKBN’s objective was to leverage WhatsApp’s user-friendly and interactive features to distribute important notices, and promotions, and enhance service offerings. Customers can easily connect with HKBN, receive prompt support, and better customer service on the messaging app.
The Solution
HKBN began its reform by centralising WhatsApp management through SleekFlow integration. They decided to have separate WhatsApp API accounts for different services, such as Home Broadband, Mobile Service, and Promotion Updates. This approach allowed customers to easily recognise the distinct services offered by each account.
Within a month, HKBN seamlessly integrated WhatsApp into their operations, fostering direct engagements with customers. One important aspect of building trust with customers was obtaining official verification for their WhatsApp accounts, soon receiving the official WhatsApp verified badge next to their account name. This verification further boosted customer trust and willingness to engage with HKBN through the platform.
To streamline customer interactions and improve the overall chat experience, HKBN implemented SleekFlow’s automation tool, Flow Builder. This revolutionised how HKBN managed customer interactions by introducing automated processes that guide customers through various flows, allowing HKBN to collect context and information before assigning an agent to interact with the customer.
In addition to enhancing the customer experience, SleekFlow’s collaborative team inbox empowered HKBN’s large teams to work more efficiently. With over a hundred representatives in their customer service and sales teams, simultaneous access and engagement with customers on the same WhatsApp API account became possible. This allowed representatives to move beyond traditional sales scripts and foster genuine two-way conversations.
The Result
The implementation of SleekFlow’s solutions has yielded significant results for HKBN. One notable outcome is the boosted marketing impact and improved data for analytics. HKBN has leveraged SleekFlow’s broadcast feature to send targeted WhatsApp marketing campaigns and utilised in-built data analytics to measure campaign effectiveness.
In September 2023, HKBN launched a WhatsApp campaign targeting hundreds of inactive users who were unreachable via the service hotline for contract renewal. The engagement rates were impressive, with a 95% message read rate and a 50% response rate. These results demonstrate that WhatsApp is innovative and effective as a major means of service renewal, targeted marketing and customer engagement instead of phone calls.
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Looking ahead, HKBN is keen on exploring SleekFlow’s advanced features, such as CRM integration, to offer even more personalised customer services. By integrating their customer relationship management systems with SleekFlow, HKBN can further enhance their understanding of customer preferences and provide tailored services and recommendations.
In short, the partnership between HKBN and SleekFlow demonstrates how leveraging innovative communication platforms can lead to enhanced customer experiences and business success.
