We all know that WhatsApp is a phenomenal support channel, but Vermut shows us that its impact can be much greater. Learn how Vermut implemented the channel to double the conversion of its registered users without any manual effort.
Vermut is the leading social network in Spain for people with life experience (+55 years), which focuses on helping its more than 60k users to create friendships in real life. Vermut is currently looking to internationalize, and to this end one of its focuses is to strengthen communication with its end customer.
Together with Hoola, Vermut has incorporated WhatsApp in its recruitment and retention strategy with no additional effort for the team and incredible results.
“We knew that WhatsApp is a very friendly channel, so if we manage to send a WhatsApp at the right time to the right users it will surely increase conversion.”
- Fer Dellepiane, CEO en Vermut
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One of the main challenges for Vermut was to increase the conversion of their registered users and lead them to book their first activity.
After using many of the traditional strategies, they were not satisfied:
In addition, they were already using WhatsApp to provide support when the user wrote to them proactively and satisfaction was very high, so there was a clear opportunity to expand its use.
The first thing we did with Vermut was to visualize their user activation strategy via Email and push notifications. With visibility of their current customer journey, we were able to detect opportunities to implement WhatsApp.
WhatsApp is an ideal channel to maintain close communication with your customers, but it requires a lot of work from the support team. Especially when a new user subscribes, as they tend to have many general and repetitive questions, representing an opportunity to automate:
As Fer (CEO, co-founder of Vermut) tells us, WhatsApp is now a fundamental piece of Vermut's strategy, as it has provided a differential value from day one:
“Throughout the process, the speed of response and the amount of information shared by the team were key to implementing this new channel with the peace of mind that it was going to be done correctly. We also saw results automatically, achieving a 2x conversion rate from registered user to first booking - our most important metric.”
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