The Vostochny bank automated communications with clients on design of credit cards

2020: WhatsApp Business start

On December 23, 2020 the Vostochny Bank announced start of the complete solution for automation of customer service on a credit product. During a pilot project it was succeeded to reduce quantity of ineffectual calls by 80% and to receive in addition 2.5% of the issued applications on those clients with whom it was not possible to perform communication earlier.

For project implementation it was connected WhatsApp Business API and also service for the personalized mailings on the basis of actions of clients on the website. The automatic chain of communications for all users who left the request for design of the credit card was configured:

• After sending the client receives applications the hello message in WhatsApp from the official business account of bank with a question of an opportunity to receive at present a call of the specialist.
• In case of affirmative answer communication is transferred to the call center operator, he sees dialog with the client in the working Conversations window and quickly calls.
• If it is inconvenient to client to accept a call, to it one more message comes with the additional information about the card, the link to the page of the offer and the contact phone number for refining of questions.

Earlier call center operators in large quantities rang round the clients who left the request on the website. Not it was possible to phone to all, and among those with whom operators communicated, not all approached under conditions or were ready to complete design of the card. With implementation of the complete solution we receive detailed analytics in real time on the messages sent to WhatsApp, and operators call consumers, ready to communication, at once. It helps us not only to increase conversion and to reduce costs for contact center, but also to improve client experience: we do not disturb people calls to improper time, - Angelina Dmitrakova, the Director of the department of digital business of Vostochny bank noted.

The bank will continue to develop process automation of communication with clients and omnichannel for formation of more personalized offers. In the next plans – to configure tracking of actions of clients on the website and to use these data for new scenarios of interaction.