Mobly transform its infrastructure and increase customer retention
Time to read: 3 minutes
Following a dramatic surge in sales and service requests during Black Friday in 2020, Mobly realized they needed to improve the overall customer service infrastructure that was damaging the customer experience.
It was then that the company set out on a search for an agile, flexible, and indisputably superior solution.
The largest online furniture and home decor store in Brazil
Founded in 2011, Mobly is now the largest online furniture and home decor store in Brazil. However, with such fast growth, the company came across many challenges, including its customer service experience.
Following a dramatic surge in sales and service requests during Black Friday in 2020, they realized they needed to improve the overall customer service infrastructure from one that was outdated, obsolete, and damaging the customer experience.
It was then that the company set out on a search for an agile, flexible, and indisputably superior solution.
“Our contact with Twilio began at a time of difficulty. We needed to optimize processes throughout the service area, but we needed our internal technologies to also integrate with this new solution. Twilio's APIs were the solution.”
Challenge: retention and communication with customers
At the time, the company had large volumes of information about its customers, but the data was not clean, which made service difficult.
They had just developed a management tool to store and manage all of their customer data in one place, but they now needed processes for decision-making, analyzing the data, and providing an overall unified customer experience.
In addition, it was imperative to have access to clean customer data so that they could use it in real-time during customer service conversations.
The company had two major goals that needed technological support:
- To increase customer retention by better understanding their journey, applying surveys at service end-points and generating content to be consumed in each new purchase journey;
- Improve communication with the customer regarding the delivery of products, as there were misunderstandings between the delivery person and the customer, due to conflicting or incorrect information about the date and time of delivery.
Mobly Turns to Twilio to Transform the Customer Service Experience
The company found what it was looking for through three Twilio solutions: Twilio Flex, Studio and the WhatsApp Business Platform.
“One of Twilio’s differentiators was their ability to help us build a more unified experience for our customers. Before Twilio, we only had one telephone channel and an email form. Today we have multiple communication channels such as chatbot and WhatsApp, and we have an improved communication structure via telephony”, explains Mario Fernandes, Co-founder of Mobly.
With WhatsApp, Mobly also wanted to solve their retention problem by improving delivery communication, but with a new channel, one that is already popular in Brazil.
When it came to their challenge with customer retention, Mobly recognized that the main customer service request was in relation to tracking the progress of their order. Twilio helped Mobly implement a chatbot solution, using Twilio Studio in their WhatsApp channel, that enabled them to provide customers with status updates for their orders.
“One of Twilio's differentiators was their ability to help us build a more unified experience for our customers. Before Twilio, we only had one telephone channel and an email form. Today we have multiple communication channels such as chatbot and WhatsApp, and we have an improved communication structure via telephony”
Results
- 10% increase in customer retention
- Ability to innovate and create different use cases taking the advantage of the flexibility and customization options of Twilio Flex
- 20% reduction in complaints involving customer service difficulties.
Technology and Innovation Partner
After resolving these issues, they then had bandwidth to tackle new problems, by simply adapting the solution to new foci.
“The flexibility and autonomy of Twilio solutions are key differentiators and enable us to build together with the client, and meet every new need that arises”, comments Fernandes.
With WhatsApp, Mobly also wanted to solve their retention problem by improving delivery communication, but with a new channel, one that is already popular in Brazil.
“We decided to be more informative with our customers. This is part of the idea of being omnichannel in the future. Today, the customer receives a notification one day before the delivery of his product, with complete information about the purchase. The customer receives an external link to follow the truck on the map until it arrives at his home. This monitoring takes place through a toll called TMS, which is part of an internal system developed by Mobly to track the logistical aspect of the business, called Moblylog, which is also fully integrated with Twilio, which brings optimization to the project”, explains Guilherme Nakandakari, Head of Processes and Continuous Improvement at Mobly.
After delivering a product, Mobly can now capture customer feedback, in an external website where they also collect the CSAT of the delivery. Improvements made as a result of this feedback led to a 20% reduction in complaint contacts.
“Our greatest victory is being able to see this reflected in quality and customer satisfaction. Twilio helped Mobly to be who it is today, being a fundamental part of our present and our future”
