Track.co transforms after-sales with analytical data via Twilio’s platform

Challenge

Offer availability, reliability, scalability and an omnichannel approach to customers in a solid manner, through integrable APIs and ensuring that geographical limitations are overcome.

Solution

• WhatsApp Business API
• SMS
• SendGrid

Track.co is a company that focuses on turning customer feedback into a business strategy, achieving excellence in the customer experience. Since 2012, the company has led the "Customer Voice" market, offering tools, services and knowledge to allow companies to evolve in their relationships with consumers. 

The company was created in response to a market analysis that showed that 69% of Brazilian companies did not perform after-sales actions (Source: 2012 Sebrae Nacional and IBM Study). Seeing this, the main objective of the company's founders was to provide companies with optimized analyses of the feedback that customers submitted about companies on an integrated platform, using analytical AI and consolidated metrics, such as NPS, CSAT and CES, encompassing the customer’s perspective and understanding, capturing feedback directly from the customers' preferred channels of contact. It is this multichannel communication that connects Track.co’s story with Twilio’s.

Listening to the customer voice and taking data-based action 

Customers want to be heard and many companies are not aware of how important this truly is. In addition, many companies that perform after-sales actions cannot guarantee clear, available communication using customer-preferred channels. The partnership with Twilio materialized in response to these issues.

"Track.co has an intelligent data analytics platform, while Twilio provides the channel infrastructure required to ensure access, availability, scalability and an omnichannel approach. The perfect combination to ensure a unique CX," explains Tomás Duarte, CEO and Co-Founder of Track.co. 

In recent decades, digital channels have become a particularly relevant part of customer communication. At present, conversational channels are the key to a prosperous relationship, as they meet the demands and preferences of customers, ensuring the necessary metrics and information reach companies.

"Track.co’s primary need is to ensure that conversational channels are available and Twilio has made this possible with a fast, reliable, scalable and complete integration. At present, we still send surveys via email, using Twilio SendGrid, although the channel that is expanding the most is WhatsApp, with an average increase in reach of response of more than 15% compared to other channels," states Duarte. 

The company has more than 600 brands operating with them in real time in Brazil; 10% of these are in Latin America and more than 400 brands worldwide, with a focus on finance, health and retail. In all, more than 168 million consumers are monitored in real time. 

"It is not easy to convert a feeling or an experience into an indicator. It is important to show the customer that this feedback is important and, above all, to interact with them and be available whenever and wherever they want. It is this availability that allows us to listen to the customer and, using consistent methodologies, turn this into an accurate indicator. We could not do this without Twilio," explains Tomás. 

Using WhatsApp as the main communication channel for capturing feedback 

Using WhatsApp as an option for responding to after-sales surveys, customer responses approximately double, based on message volume and customer feedback. Every day, 20,000 messages are exchanged via WhatsApp and when combined with other channels, this number rises to more than 55,000 messages every day. Track.co found that companies that obtained 15% response rates via email started to obtain 40% rates following best collection practices and using WhatsApp.     

The numbers speak for themselves. According to the analyses performed by Track.co, brands using conversational channels tend on average to see an improvement in their NPS of five points in 12 months, with 85% of customers on average improving from dissatisfied to satisfied, once the customer experience flow is implemented and the measures adopted based on feedback are taken into consideration. 

Track.co's successful formula for NPS improvement 

Track.co has developed its methodology on how to improve its NPS and transform customers who were detractors into happy and loyal customers of the brand: 

• each case must be treated individually, addressing a specific customer problem, considering their history, availability and preferred support channels

• the action plan that has now been created with the help of AI to process large volumes of data.

In some cases, some companies have improved their NPS by 15 points in two years by applying this strategy. 

Before using Twilio as its communication channel partner, Track.co suffered from geographical communication limitations, especially when expanding outside Brazil. "We need email, SMS, WhatsApp, all available and reliable, fulfilling all local communication rules and demands, and Twilio provides this without red tape, as this aspect has already been addressed thanks to Twilio's global presence," explains Duarte. 

Currently, the company is seeking to complete "Embedded Signup" with WhatsApp, enabling greater agility in delivering WhatsApp operations implementation to its customers. Furthermore, expectations are high when it comes to the use of AI for the company's next steps, especially with "speech recognition," enabling voice searches, as well as the adoption of the new messaging channel, RCS for Business. 

"As part of these next steps, we receive support from Twilio and the rollout will be fast, allowing us to be much more available to our customers, bringing innovation to processes and generating more satisfaction and loyalty among our customers and their end users," concludes Duarte.