Mobly transform its infrastructure and increase customer retention
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After a dramatic increase in sales and service requests during Black Friday in 2020, Mobly realized it needed to improve its overall customer service infrastructure, which was negatively impacting the customer experience.
This is when the company set out to find a solution that was not only quick and flexible, but also indisputably superior.
Brazil’s largest online furniture and decoration store
Founded in 2011, Mobly is now the largest online furniture and decoration store in Brazil. However, with such rapid growth, the company faced many challenges, including its customer service experience.
After the 2020 Black Friday, the company set out to find a fast, flexible, and undeniably superior solution to improve its overall customer service infrastructure, which was outdated, obsolete, and harming the customer experience.
"Our contact with Twilio began at a difficult time. We needed to optimize processes across the entire service area, but we also needed our internal technologies to integrate with this new solution. Twilio’s APIs were the solution."
Challenges: customer retention and communication
At the time, the company had large volumes of information about its customers, but the data was not clean, which made customer service difficult.
Mobly had just developed a tool to store and manage all of its customer data in one place, but now it needed processes for decision-making, data analysis, and creating a unified customer experience.
It was also a priority to have access to “clean” customer data so that the company could use it in real time during customer service conversations.
Mobly had two major issues that required technological support:
- Increase customer retention by better understanding the customer journey before and after sales, conducting surveys at service endpoints, and generating content to be consumed at each new stage of the purchasing journey.
- Improve communication with customers regarding product delivery, as there were misunderstandings between delivery personnel and customers due to conflicting or incorrect information about the delivery date and time.
Mobly turns to Twilio to transform the customer service experience
The company found what it was looking for through three solutions: Twilio Flex, Twilio Studio and the WhatsApp Business platform. The project began in May 2021 and took around six months to fully implement.
“The most interesting thing was that customers noticed the difference as early as the following Black Friday, in details such as the quality of telephone service (no dropouts or noise), and despite any difficulties with the change, Twilio's tools are so intuitive that any corrections were easily applied. Twilio gives us autonomy,”Luciano de Oliveira, Planning Coordinator at Mobly.
To address the challenge of customer retention, Twilio helped Mobly implement a chatbot solution using Twilio Studio on its WhatsApp channel, which enabled the company to reshape the customer journey.
"One of the things that sets Twilio apart is that it helped us build a more unified experience for our customers. Previously, we only had a problematic telephone channel and an email form. Today, we offer communication options via chatbot and WhatsApp, along with a much better telephone communication structure."
Results
- 10% increase in customer retention using Chatbot and Twilio Studio with WhatsApp
- Ability to innovate and create new use cases on top of the flexible Flex platform
- 20% reduction in customer complaints
Technology and Innovation Partnership
Once these challenges were resolved, the company began to tackle new problems by adapting the solution it had developed to new areas, in line with the business’ needs.
“This flexibility and autonomy are key differentiators of Twilio’s solutions: being able to build alongside the customer, meeting every new need that arises,” Fernandes comments.
With WhatsApp, Mobly was also able to solve its retention problem by improving communication at the time of delivery through a channel that was already used by most Brazilians.
“We decided to be more informative in our communications with our customers. This is part of the idea of being omnichannel in the future. Customers now receive a notification one day before their product is delivered, with complete information about their purchase. The customer receives an external link to follow the truck on the map until it arrives at their home. This monitoring is done using Mobly’s proprietary TMS tool, Moblylog, which is integrated with Twilio, optimizing the project,” explains Guilherme Nakandakari, Head of Processes and Continuous Improvement at Mobly.
After delivering a product, Mobly captures customer feedback in an external environment, where they also collect the CSAT for the delivery. The improvements made as a result of this feedback led to a 20% reduction in complaint contacts.
"Our biggest win is seeing this reflected in quality and customer satisfaction. Twilio has helped Mobly become who we are today, playing a fundamental role in our present and our future."
