Revolutionizing Customer Engagement with a WhatsApp Loyalty Campaign

A leading player in the downstream energy and petrochemicals industry, this client operates one of the largest refineries in India and boasts a rapidly growing network of over 6,000 fuel stations. Following a major acquisition and rebranding, the company sought to revitalize its customer engagement approach, making its loyalty program more interactive and personalized.

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Challenge

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The client needed a fresh, innovative way to engage customers and increase participation in its loyalty program. They aimed to simplify user interaction, enable seamless loyalty point redemption, and collect valuable data on a platform that was both accessible and widely used.

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Solution

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Tanla proposed to launch a WhatsApp-based loyalty campaign for the client. This campaign was designed to leverage WhatsApp’s widespread popularity and simplicity to create a user-friendly, interactive chatbot experience. Key elements of the solution included:

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• User-Initiated Engagement: Customers initiated interaction by giving a missed call, which triggered a WhatsApp notification. They could then upload their fuel receipts, and the chatbot handled the collection of necessary details like their name, email, and vehicle type.
• OCR & Dynamic Codes: The solution utilized Optical Character Recognition (OCR) technology to capture receipt data accurately. After each successful interaction, a unique coupon code was generated, allowing users to participate in a lucky draw.
• Seamless Re-Engagement: Returning users could easily reinitiate the chatbot conversation, enabling them to participate with each visit and simplifying the process for ongoing engagement.

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The campaign also integrated QR code scanning at fuel stations, rewarding customers with instant vouchers after their first and fourth transactions, further amplifying the program’s appeal.

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Key Technologies Used

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• WhatsApp API: To send personalized notifications like fuel receipt confirmations and coupon codes, and to facilitate interactive chatbot conversations. This created a real-time, seamless customer experience within WhatsApp.
• Surbo (Chatbot Solution): Powered the WhatsApp chatbot, guiding users through uploading receipts and redeeming points. Surbo used OCR technology for accurate data capture and generated unique coupon codes to drive engagement.

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Results

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The WhatsApp loyalty campaign exceeded expectations, delivering the following outcomes:

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• 1 Million+ Participants in 1 Month: The loyalty program attracted a massive user base in a short span.
• 5 Million+ Chatbot Interactions: High engagement rates highlighted the campaign’s success in personalized customer communication.
• Increased Customer Loyalty: The easy-to-use chatbot and rewarding structure led to enhanced loyalty and satisfaction across more than 1,500 fuel stations.

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Conclusion

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Through the strategic implementation of WhatsApp and chatbot technology, this partnership successfully transformed the client’s loyalty program. The result was an engaging, scalable platform that fostered ongoing customer interaction and satisfaction.

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"Partnering for this WhatsApp loyalty campaign has been transformative. Achieving over a million participants in just one month underscores the power of this innovative solution."

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— Chief Marketing Officer, Leading Energy Company

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