Brand
The performance-driven automaker introduced WhatsApp Business Platform as a new customer service channel and saw consistent growth in usage, including a 2.1X month-over-month increase in October 2024, while its traditional service channels either stagnated or declined.*
2.1X
Increase in month-over-month usage in October 2024 (the highest of any customer service channel)*
40%
Average increase in month-over-month usage for WhatsApp Business Platform during the test period (August–November 2024)*
2.5X
Increase in channel share during the test period (August–November 2024)*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Cutting-edge design
CUPRA is an automotive brand owned and produced by SEAT S.A., a member of the Volkswagen Group. CUPRA’s vehicles emphasize high performance, cutting-edge design and innovative technology, and the brand targets its marketing to German drivers who value both style and driving excitement.
Their Goal
Real-time customer interaction
CUPRA usually used email and call centers as primary customer service channels. But the brand recognized a growing demand for real-time interaction, so it added quick, straightforward customer service features on WhatsApp Business Platform to meet this important customer need.
“WhatsApp has become the most-clicked call-to-action on our general contact page, clearly reflecting customers’ strong preference for this quick and convenient communication channel.”
Giuseppe Fiordispina
Marketing Director, CUPRA
Their Solution
Customer service on WhatsApp
The implementation of WhatsApp enables CUPRA to offer live agent support during regular business hours, and automated support outside of them. CUPRA has also integrated its CRM solutions with WhatsApp Business Platform via API, which helps streamline agent workflows and ensures a more cohesive experience for customers.
CUPRA added WhatsApp hyperlinks and QR codes to its contact web page, email footers and other online touchpoints to make it easy for people to reach them on WhatsApp. Outside of live agent service hours (Monday–Friday, 8AM–8PM; Saturday, 9AM–5:30PM), a menu-driven, automated customer service assistant is available to interact with customers, offering service in four key areas: Schedule a Test Drive, Track Order Status, Forward Inquiries to an Agent and Emergency Assistance.
At the end of each conversation, customers are invited to complete a feedback survey. Customers who provide lower ratings are asked to elaborate on their feedback, which gives CUPRA an opportunity to gather valuable insights that improve the business and follow up directly to the customer if needed. CUPRA says its 24/7 hybrid support model has enhanced customer engagement and satisfaction, and WhatsApp is now the most-clicked support option on its contact web page.
Their Success
Steady growth
During a test period (August–November 2024), CUPRA reported steady usage growth of WhatsApp Business Platform in comparison to its other support channels, including:
- 2.1X increase in month-over-month usage in October 2024 (the highest of any customer service channel)*
- 40% average increase in month-over-month usage for WhatsApp Business Platform during the test period (August–November 2024)*
- 2.5X increase in channel share during the test period (August–November 2024)*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
“Implementing WhatsApp as a customer service channel is a customer-centric communication strategy that leverages a platform our customers use daily. This approach is specifically designed to meet our customers’ needs, enabling us to engage with them quickly, seamlessly, and personally—just as they expect from CUPRA today. The impact on customer experience has been significant, with clear improvements in satisfaction and operational efficiency reflected in our data”
Giuseppe Fiordispina
Marketing Director, CUPRA
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