Business communication is one of the important aspects that brands need to pay attention to, including the retail industry players, to build a loyal consumer base and compete in the market. Find out how Kino, as one of the biggest consumer goods in Indonesia, uses Qiscus Multichannel Chat to build exceptional Customer Experience (CX) as well as promote effective internal employee communication.
In this era of disruption, where people shift their activities from the real to the virtual world, companies have been forced to shift to and adopt more appropriate business models and communications. This is due to the significant role of technology in changing trends and patterns in people’s lives. One real-life example is a consumer goods company, which had previously relied solely on conventional retail in marketing its products, now has expanded its product marketing via digital and online media.
Through appropriate online channels, brands will be able to create excellent engagement with customers and provide a memorable shopping experience. Switching to an online channel has also proven to be able to expand the reach and visibility of a company’s products, thereby increasing brand visibility in the eyes of the public.
When it comes to switching to an online channel, there are several things that need to be considered, given the characteristics of consumers who are becoming more impatient. Businesses must be able to design appropriate and effective systems. Moreover, Google Insight also mentions that online shopping will be the future of the world; currently, 47% of shopping in the world has been completed online, signalling its extremely high potential for success.
Kino: One of The Best FMCG Companies from Indonesia
One of the biggest consumer goods company from Indonesia that has been able to optimize digital shopping well is Kino. As a company that engages in food processing, beverage, medicine, cosmetics and pharmaceutical industries, Kino has produced 34 favourite brands both in Indonesia and abroad. Kino has also won many awards, such as The Outstanding Corporate Innovation Award 2016, for its success in innovation and several Top Brand Awards for its products over the years.
Kino’s Effort in Creating a Digital Customer Experience
In marketing its products, Kino does not only focus on offline channels, such as mini markets and supermarkets, but also through the Kino Store. Kino Store is an official online channel available on marketplaces, websites, and WhatsApp. When consumers need information related to products or want to make purchases online, they can use one of these channels.
WhatApp Official as a Business Communication Channel
WhatsApp is one of the online sales channels used by Kino. The extent of WhatsApp’s penetration and its practicality make it an effective channel for product marketing. Initially, Kino utilized WhatsApp Business. However, this application was not able to meet the high volume of consumer chat that Kino received from time to time.
WhatsApp Business has limits on the number of agents and devices which can access the main account, preventing Kino from being able to optimally respond to all incoming consumer chats. WhatsApp Business also does not provide agent distribution features for its users. As a result, the agent system of work was not effective.
How Qiscus Technology Helped Improve Kino’s Business Communication
In order to overcome these various obstacles, Kino collaborated with Qiscus to present relevant solutions. Qiscus intended to accommodate the end-to-end process of purchasing Kino products via WhatsApp through the following two processes:
1. Kino Customer Service Through Commerce Chat
To better handle consumers who contact Kino via their WhatsApp accounts, Qiscus accommodated to Kino with the WhatsApp Business API, otherwise known as its official business account, which can be accessed directly by tens or even hundreds of devices via Qiscus Multichannel Chat. The Qiscus Multichannel Chat dashboard supports the Agent Distribution feature so that the number of chats handled by each agent can be divided equally and the quality of customer service can be directly monitored.
Kino’s official WhatsApp Business account is also connected to Shopify Reminder. Its function is to reduce consumer shopping cart abandonment rates by providing notifications to remind consumers to make payments for their shopping carts.
This reminder mechanism is important for companies to pay attention to in order to minimize lost opportunities. The Baymard Institute reported that, on average, there is a an average of 69.57% in online cart abandonment.
2. Kino Home Delivery Service
Apart from revamping Kino’s purchasing system via WhatsApp, Qiscus also assisted Kino to create a service system to support Kino’s Home Delivery Service through the use of WhatsApp Business API.With this system, updates regarding the delivery status of products that have been purchased by consumers will be sent via WhatsApp using a push notification feature.
Even though the official WhatsApp account used for Customer Service and Home Delivery Service is different, Kino will have no trouble setting it up. Qiscus has designed it such that both can be accessed via the same Qiscus Multichannel Chat dashboard.
How is it Different?
The adoption of WhatsApp Business API and Qiscus Multichannel Chat has been proven to improve the performance efficiency of Kino’s customer service agents, especially in the process of validating leads and post-purchase engagements. The existence of agent distribution and analytics features on Qiscus Multichannel Chat has helped Kino to allocate the duties of each agent effectively and control the performance and quality of their customer service to consumers.
In addition, this also generates transparency of delivery status for consumers in a practical and easy method through WhatsApp notifications.
Adopting WhatsApp API for Internal Company Communicatoon
Apart from improving customer experience, Qiscus also helped Kino in creating a more efficient internal communication system for its employees.
Similar to the Customer Service and Home Delivery Service system, the internal communication system implemented by Qiscus for Kino also adopted WhatsApp Business API. The difference though lies in the fact that WhatsApp for employees functions to serve employee complaints regarding technical problems using their work devices, both in terms of systems, software or hardware.
Previously, this process was carried out manually by employees having to call the IT department or using other internal help-desk software to seek assistance. After implementing Qiscus Multichannel Chat, the process of troubleshooting complaints and other support requests from employees can run more effectively and are well-documented.
Effective Internal and External Business Communication Systems
In today’s tech-savvy communities, it is very important to be able to build an effective, real-time system that can document well when communicating with consumers and internal company stakeholders. Ignoring them or implementing irrelevant systems will expose the business to many missed opportunities and reduced performance.
Like the use cases encountered by Kino above, the right changes to business communication systems can have a significant impact on two fronts: the consumers and employees. Most importantly, how you identify and resolve your business needs will help create positive impact on your brand.
To get references on steps to optimize business performance and sales by differentiating through conversational experiences, you can download our research results here.
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