Infobip > Case Studies > Nissan Saudi Arabia: Enhancing Customer Engagement with AI-based Chatbot on WhatsApp

Nissan Saudi Arabia: Enhancing Customer Engagement with AI-based Chatbot on WhatsApp

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Technology Category
  • Networks & Connectivity - 5G
  • Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
  • Automotive
  • Retail
Applicable Functions
  • Sales & Marketing
Use Cases
  • Building Automation & Control
  • Chatbots
Services
  • System Integration
About The Customer
Nissan Saudi Arabia is a National Sales Company established in November 2015. The company has a strong heritage in the Kingdom of Saudi Arabia that dates back to the 1950s. Nissan appointed Petromin Nissan in 2016 as the official authorized retail dealer in the Kingdom, offering service with Nissan trained technicians and Nissan genuine parts, at more than 700 service points throughout Saudi Arabia and 12 showrooms. In May 2019, Nissan also appointed Manahil International as a new specialized dealer in Saudi Arabia, further expanding its sales network across the Kingdom with over 98 Identified Independent Retailers. Manahil International, a Mohamed Yousuf Naghi & Brothers Group Company, focuses on fleet sales for Nissan as well as government and business enterprises.
The Challenge
Nissan Saudi Arabia, with a strong heritage dating back to the 1950s, has always prided itself on catering to customers’ needs, creating positive interactions, and building a positive brand image. However, the company faced a challenge in finding the right communication method to cater to customers 24/7. The primary communication channel was a call center, where queries were routed from a website-based chatbot. Due to working hours limitations, customers were not catered to around the clock. The previous chatbot was only available via one channel and accessed through their main website. Analysis of the chatbot user behavior revealed that it was limiting customer penetration to Nissan Saudi Arabia’s services and products. The company realized the impact of delay in response time on customer experience and sought to adopt new communication channels to champion two-way communication with customers.
The Solution
To improve customer engagement and support customers 24/7, Nissan Saudi Arabia introduced an AI-based chatbot service on the verified WhatsApp Business Platform. The choice of WhatsApp was due to its popularity in Saudi Arabia, with over 75% penetration rate. The company chose Infobip’s WhatsApp Business Platform due to its analytical capabilities and technical expertise. Infobip catered to all Nissan Saudi Arabia’s requirements with high flexibility and scalability and offered a secure platform that meets all Nissan Saudi Arabia’s business communications needs. The WhatsApp Business Platform enabled Nissan Saudi Arabia to support customers 24/7 while catering to their automotive needs securely, offering always-on support, and sending updates in real-time. In November 2020, Nissan Saudi Arabia deployed WhatsApp Business API to enhance customer engagement, increase trust, and build long-lasting relationships with customers.
Operational Impact
  • The introduction of the AI-based chatbot on the verified WhatsApp Business Platform significantly improved Nissan Saudi Arabia’s customer reach. The platform allowed the company to be available and responsive to customer inquiries night and day over the most popular communication channel in the Kingdom, WhatsApp. In the first three months of deploying WhatsApp as a verified communication channel, Nissan Saudi Arabia witnessed significant adoption of the solution through customer engagement activities, customer satisfaction rates, and brand awareness measurements. The company also shared a “Rate Your Experience” survey and received a 4.4-star average rating from over 3,500 Users, indicating high customer satisfaction.
Quantitative Benefit
  • 18K unique users registered on the WhatsApp channel since the deployment of Infobip’s solution.
  • 625K messages exchanged in the first three months.
  • 2.4K sales leads generated through the WhatsApp channel.

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