Brand
The telecommunications company overcame marketing challenges in Argentina by promoting its fiber network solutions to existing customers with messages on WhatsApp featuring customized offers, reducing customer acquisition costs by 70% and growing its WhatsApp sales share by 3X*.
70%
reduction in customer acquisition costs compared to sales via telephone*
4X
growth in WhatsApp conversations*
3X
growth in WhatsApp sales share*
* Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Keeping Argentina connected
Movistar provides a range of services in Argentina, including mobile and fixed-line phone service, internet and TV.
Their Goal
Overcome in-market barriers
As with many other telecommunications companies, Movistar has invested significant time and resources growing adoption of its fiber network and broadband internet services. Since fiber infrastructure is not available everywhere, Movistar traditionally had to market this product via door-to-door sales and telemarketing campaigns in the past. The company needed a more efficient way to reach potential customers.
“WhatsApp allows us to be where our customers need us. We enjoy the comfort of managing our services from anywhere, with personalized proposals and real-time responses. The potential of these tools is immense, and with automation, even more paths are opened.”
Javier Orellano
Product Manager (WhatsApp)
Their Solution
Customized messages and offers
To overcome the challenge of one-on-one sales, Movistar developed a fully automated experience for Argentinian customers by using WhatsApp as a digital sales channel.
The customer journey
- Outreach: Movistar sends messages in WhatsApp offering personalized fiber network offers to existing customers. Those interested can click a link in the message to enter the automated messaging experience in WhatsApp. Movistar segments message delivery based on previous customer data to make its campaigns precise and effective.
- Verification: When asked, customers have the option to enter their address in the conversation to confirm fiber network availability in their area. Movistar validates availability through the use of APIs. Once access is confirmed, customers can verify their account and identity by supplying their mobile phone number and answering a series of questions.
- Offer: The automated messaging experience makes personalized offers for fiber and/or TV service bundles based on the customer’s location and current service needs.
- Scheduling: The customer chooses a date and time for home installation.
- Purchase: Contact and billing data are validated, and a summary of the purchase is provided. The customer confirms their selection and agrees to receive a monthly invoice. Payment is made through other channels, such as online or over the phone.
Their Success
Sales growth at reduced cost
Movistar launched this campaign at the beginning of the year and observed performance in comparison to its other channels for 10 months (January 1-October 31, 2024). The company reported that the new approach helped it unlock product demand with its existing customer base while minimizing acquisition costs:
- 70% reduction in customer acquisition costs compared to sales via telephone*
- 4X growth in WhatsApp conversations*
- 3X growth in WhatsApp sales share*
* Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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