DCH Motors, the leading motor dealer and distributor for brands such as Bentley, Honda, Nissan, NETA, Isuzu, and YuTong, is one of the largest automotive service groups in Hong Kong. Their services encompass car rental and leasing, maintenance and repairs, after-sales service, car beauty, auto parts and accessories sales, and the Hong Kong Car Owners’ Club.
As their business continues to expand, DCH Motors made the strategic decision to implement conversational commerce and Social CRM, creating a one-stop customer journey on WhatsApp. This journey spans from brand discovery and product purchase to after-sales service, efficiently acquiring new customers and building loyalty among existing ones. DCH Motors chose Omnichat’s WhatsApp Business API solution to provide customers with exceptional and comprehensive automotive services, increase conversion rates, and implement precision marketing.
Marketing challenges faced by the automotive industry
In the current complex and ever-changing business environment, DCH Motors adopted the WhatsApp Business solution to assist with digital transformation and address a series of marketing challenges, such as improving cross-departmental communication and efficiency, enhancing customer service quality, meeting personalised sales needs, and monitoring sales data in real time.
Capture potential sales opportunities by cross-departmental management of conversations
DCH Motors found that customers often browse car sales information after office hours, and sales personnel might not be able to respond to inquiries immediately. Therefore, there was a need to optimise workflows and improve response efficiency. Additionally, new customers acquired through promotional activities were handed over to sales personnel for follow-up, but customer information might be lost in the process, leading to missed opportunities for potential sales. Meanwhile, the marketing department could not effectively monitor the effectiveness of the promotional activities. Through the WhatsApp Business API, DCH Motors can not only centralise conversations, providing customers with prompt and relevant responses, but also monitor the follow-up status of each customer in real time.
Safeguard against fake accounts and foster confidence by employing officially verified accounts
DCH Motors offers a diverse range of automotive services, such as maintenance and repairs. To effectively communicate with customers, they decided to employ a Meta officially verified WhatsApp account. This increases trust and allows for further personalised service, deepening customer relationships and creating a better shopping experience.
Solve the problem of customer enquiries scattered across different social channels
With customer enquiries pouring in through various channels such as WhatsApp, Facebook, and website Live Chat, including promotions, product consultations, and test drive services, DCH Motors faced the challenge of managing and responding to these enquiries in a consistent manner. Additionally, effectively monitoring customer interactions added another layer of complexity to the task at hand. Omnichat’s one-stop customer service, marketing, and integration solutions support DCH Motors to consolidate customer conversations and increase conversion rates.
Omnichat empowers DCH Motors in establishing a seamless shopping experience on WhatsApp
Boost business growth with OMO sales
Omnichat’s OMO (Online-Merge-Offline) omnichannel sales solution breaks the boundaries between online and offline, driving business growth for DCH Motors. When a customer makes enquiries about automotive services via WhatsApp, the system automatically binds the customer to a salesperson who initially gathers an understanding of their car preferences through the Chatbot. Later, the salesperson provides personalised recommendations tailored to the customer’s specific requirements. YP Chiu, Head of IT of DCH Motors, stated, ‘Omnichat’s OMO sales solution allows customers to reach out to sales personnel on WhatsApp anytime, anywhere, ensuring they receive a warm and attentive service experience.’
Customers can enjoy the convenience of booking test drives through WhatsApp, directing online traffic to offline experiences. Even if different colleagues are involved in the process, they can access previous conversations in the backend, thereby maintaining high service quality and ensuring no sales leads are overlooked.
Reach out to targeted customers through WhatsApp Broadcast messages
DCH Motors has utilised WhatsApp Broadcast to send bulk messages to customers, precisely targeting them at various stages of their journey, including welcome offers, test drive promotions, exclusive VIP discounts, and maintenance reminders, which facilitates meaningful customer engagement both before and after-sales. Through Omnichat’s backend, DCH Motors can monitor marketing data such as message open rates and click rates in real time. Strategies can be adjusted promptly in cases where performance may be suboptimal, providing a high level of flexibility.
Geoffrey Ng, Head of Marketing of DCH Motors, shared the marketing results brought by the WhatsApp Business Platform: ‘The effectiveness of WhatsApp Broadcast messages is impressive, with an open rate as high as 80% and a click rate of 10%!’
In conjunction with Omnichat’s coupon feature, DCH Motors attracts consumers and encourages service purchases through diverse WhatsApp broadcast offers. Sales can also monitor coupon redemption in the backend, making necessary adjustments to campaigns to support sales growth.
Improve operational efficiency with automated customer service
By setting up automated chatbots and keyword auto-replies, DCH Motors can provide immediate responses and quickly address common questions through pre-stored replies even without human customer service online, saving one-third of the sales personnel’s time. To assist customers who may have limited knowledge about cars, DCH Motors has specifically designed a chatbot to help them choose their desired car series, model, and budget, and provide relevant car model links.
Geoffrey Ng, Head of Marketing of DHC Motors, highlighted, ‘Using the interactive capabilities and option lists of the chatbot, we can effectively collect customer preferences and provide tailored recommendations, streamlining early-stage sales efforts.’ Additionally, DCH Certified Used Car Centre, which handles car trade-ins and sales, uses WhatsApp Chatbot to gather relevant vehicle information, such as brand, model, year, and mileage, speeding up the entire sales process.
Through Omnichat, DCH Motors is able to track the number of users brought from different channels and evaluate the marketing effectiveness of each channel. The automatic tagging feature categorises customers based on their needs and preferences, facilitating follow-up by sales personnel and achieving precise marketing.
Comprehensive data tracking with CRM system integration
Seamlessly integrating Omnichat with their CRM system, DCH Motors can access customer membership information in Omnichat’s backend, such as owned car models, licence plate numbers, membership levels, and last purchase dates. Therefore, they can engage with customers through meaningful conversations and create more personalised experiences.
YP Chiu, the Head of IT at DHC Motors, emphasised the data transparency empowered by Omnichat, ‘Through Omnichat, we can not only monitor the number of customers handled by each salesperson in real time but also track the final number of customers visiting the showroom, helping us measure conversion effectiveness.’
By adopting Omnichat’s WhatsApp business solution, DCH Motors has constructed a one-stop customer journey that caters to customer requirements and expectations. The focus on delivering personalised service aims to enhance satisfaction, ultimately driving digital transformation in the highly competitive automotive market!
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