The company primarily engages in refining, storing, marketing, and distributing petroleum products primarily in India. It also involves in the exploration and production of hydrocarbons. It caters to the fuel needs of various industrial customers comprising industries from the public and private sectors; and government establishments, such as defense, railways, state trading corporations, and state electricity boards.
Already being a dominant brand in the industry for a long time, the company wanted to introduce its product-related offers to its existing rural and urban client base, by way of a promotion or a branding initiative. As per the offer, the customer would get a replacement in the product in exchange of an old one in use.
SMS and e-mail solutions were undoubtedly favorable options as they had mass reach. Since, the target audience comprised of the rural masses as well required consideration of literacy and language barriers as well. On the other hand, television as a medium failed on availability aspect while in case of radio, ignorance about timing of message broadcast and high costs posed limitations on usage. Hence, the need of the hour was to have a solution that would overcome these constraints and at the same time serve the purpose of communicating the message effectively.
Undertaking a promotional campaign to reach the masses, overcome the language barrier and keeping the cost minimum.
Looking into the constraints, VivaConnect proposed a viable solution- VoiceEngage which enabled them to reach its customers through voice based calls in their own language. Their communications were not just made meaningful but interactive too. Apart from this the solution included:
- Conceptualization of the campaign
- Scrubbing the database against Do Not Call Registry
- Language customization
- Message broadcast through voice calls
- Feedback capture through DTMF inputs
- Delivery Confirmation Reports
It enabled the company to:
- Send message on voice call of 30 sec
- Deliver meaningful interactions
- Maximize its reach
- Build rapport with customers
- Provide “just-like-me” feel to its customers
- Save on STD cost with One Price for All India
Through VoiceEngage, customers received messages in their regional languages thereby eliminating the communication gap and their responses were captured via DTMF inputs. Consequently, the company observed an overall response rate between 5-10% which was way more than what they expected. The emotional appeal of the messages resulted into customer engagement and relationship building. As a result, customer satisfaction and loyalty followed naturally. Moreover, apart from preserving its brand value, it was able to educate its customers about its product offers driving the ultimate sales as desired.