MakeMyTrip's WhatsApp Journey Boosting Cab Booking Campaign Conversions By 1.5X
About MMT
MakeMyTrip (MMT) is India’s leading online travel company, providing a range of services including flight tickets, hotel bookings, holiday packages, and more. Established in 2000, MMT has transformed the travel landscape in India by offering convenient, comprehensive, and reliable travel solutions. With a strong emphasis on customer satisfaction and innovation, MMT continues to be a market leader, serving millions of travelers each year. (Source)
Challenges
As MMT continued to grow and expand its customer base, the company strived to enhance customer experience. They wanted to simplify how users experienced their products and services across all touchpoints, from availing offers to booking experience, and beyond.
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Traditional communication channels like email and SMS have a limited reach, with lower open rates.
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Providing personalised experiences and triggered communications to a diverse audience.
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Collecting actionable feedback and engaging with customers in real-time.
Solution
MakeMyTrip partnered with Karix to use the WhatsApp Business Platform, a versatile and powerful channel for enhancing customer engagement and communication, leveraging it for a host of solutions like:
Cab Booking Journey
MakeMyTrip implemented a seamless cab booking Solution from city to airport on WhatsApp. The solution provided a conversational interface where users could share their location (latitude / longitude) and easily arrange transport. WhatsApp Pay was integrated, allowing customers to complete transactions within the app. This cross-selling opportunity significantly increased user engagement and convenience.
Feedback Survey
To understand the reasons behind app uninstalls, MMT sent targeted surveys via WhatsApp, allowing users to provide feedback effortlessly. The insights gained helped MMT address user concerns and encourage app reinstalls, bridging the gap with dissatisfied users.
Holiday Package Nurture Journey
The goal was to re-engage with users whose holiday query was closed by a Sales Agent. Using integrated flows, MMT wanted to take feedback from the customer and establish a multi-wave conversation.
Using WhatsApp as a tool to enable improvement in relevance in holidays’ closed query communication
Live Agent Flow for Cab Booking
MakeMyTrip’s Cab Live Agent Flow allows users to connect with a live agent on WhatsApp for assistance in booking cabs. The discovery happens through:
- Organic traffic on the website
- In-app notifications when users show leave intent
- Messages sent to re-engage users who have dropped off
The live agents provide available cab options and help complete the booking process and provide real-time assistance. Improving the overall customer experience by ensuring timely support and booking convenience.
Impact
MakeMyTrip achieved remarkable success with its highly targeted campaigns on WhatsApp. The engagement and conversion rates significantly improved, leading to positive impact on key business metrics.
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1.5X Improved conversion rates in cab booking journey
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2.5X Increase in response rate from feedback surveys as compared to other channels
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54% Customers re-engaged using holiday nurture journey
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Result
8 million Facebook users saw Titan’s ads
More than 125+ new purchases directly attributed to the campaign
With the impressive shopping cart conversion rate* of 25%
More than ~500 users added watches to their carts
Divya Verma
Associate Director
Customer Lifecycle Marketing &
Loyalty, MakeMyTrip
"It has been a great experience working with the Karix team. They helped us deploy solutions that significantly improved our engagement metrics, including reachability, CTRs, and ROI. The proactive communication and tailored solutions provided through the WhatsApp Business Platform have significantly improved customer experience. Karix’s expertise and support were instrumental in smoothly implementing these solutions. We look forward to continuing this partnership to explore new growth avenues in the future."
Summary
By leveraging WhatsApp Business Platform, MakeMyTrip enhanced customer engagement and boosted conversions. Personalised campaigns and in-depth analytics, powered by Karix, enabled MMT to deliver timely and effective messages, ultimately elevating the overall customer experience.