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 transforming customer feedback into business strategy, resulting in excellence in customer experience. The company has been a leader in the “Voice of the Customer” market since 2012, offering tools, services and knowledge to help companies continue to evolve in their relationship with their consumers.

The company was created based on a market analysis showing that 69% of Brazilian companies did not carry out after-sales activities (Source: Sebrae Nacional and IBM Study, 2012). With this in mind, the founders'’ main goal was to provide companies with the ability to optimize their analysis of customer feedback on a comprehensive platform, using analytical AI and consolidated market metrics such as NPS, CSAT, and CES, covering customer insight and understanding, and capturing feedback directly from customers' preferred contact channels. This is precisely where Track.co's story connects with Twilio’s, through multichannel communication.

Listening to the customer and taking action based on data.

Customers want to be heard, and many companies are not aware of how important this is. Moreover, many companies that provide after-sales services are unable to guarantee clear communication available through the channels preferred by customers. This is precisely where the partnership with Twilio comes in.

“Track.co provides an intelligent data analytics platform, while Twilio provides the channel infrastructure needed to ensure access, availability, scalability, and omnichannel capabilities. The perfect duo to guarantee a unique CX,” explains Tomás Duarte, CEO and Co-Founder of Track.co.

In recent decades, digital channels have become very relevant in customer communication, and today, conversational channels are the key to a fruitful relationship, as they meet customer demands and preferences, ensuring that 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.