Established in 2001, Hong Kong Life Insurance Limited (“Hong Kong Life“) was founded by five local financial institutions including Asia Insurance Company Limited, Chong Hing Bank Limited, CMB Wing Lung Bank Limited, OCBC Bank (Hong Kong) Limited and Shanghai Commercial Bank Limited, offering an integrated one-stop insurance and financial planning solutions to its customers.
With the profession and devotion to delivering quality insurance services, Hong Kong Life has successfully revolutionised its customer journey through digital transformation and extended its customer engagement to social media channels effortlessly, powered by Omnichat.
Integrating multiple social media channels into a unified platform
Initially adopting Omnichat to manage multi-channel enquiries on social media platforms, Hong Kong Life further enhanced the adoption to improve the experience of customers’ journey.
Through Omnichat, Hong Kong Life successfully leveraged the Meta-verified official WhatsApp Business account, establishing a trustworthy digital communication channel that ensures both brand credibility and information security.
“WhatsApp Business solutions enhance the efficiency of customer services, with the automated chatbot handling over 90% of general enquiries, it allows our team to focus on marketing work and nurturing deeper customer relationships,” said Mr. Jonathan Ko, Chief Marketing Officer of Hong Kong Life.
Achieving measurable marketing success
Hong Kong Life is committed to enhancing public health awareness and has extensively developed their promotional efforts on social media platforms. The “Care We On Health Challenge” exemplified this success. Jonathan mentioned, “We interact with our customers through games on WhatsApp and distribute exclusive privileges or coupons to encourage customer engagement with our WhatsApp chatbot.”
The free download of seasonal WhatsApp stickers with branded elements was proven particularly effective during festivals such as Lunar New Year, Mother’s Day and Mid-Autumn Festival, etc. When users download and share these festive stickers, Hong Kong Life can gain valuable data and contact information, building a database of potential customers through the interactions on WhatsApp.
By using the targeted WhatsApp broadcasts, featuring the latest product and customer offers, Hong Kong Life has achieved remarkable results with a 90% successful delivery rate and a reading rate as high as 70%. The integration of strategic Call-to-Action buttons in WhatsApp messages has further amplified the engagement levels. Jonathan also noted, “Leveraging the growing database of potential customers to deliver targeted marketing broadcasts, our campaigns have recorded a remarkable 70% read rate, substantially boosting our business conversions.”
Continuously elevating customer experiences
The implementation of automated chatbots has improved customer service efficiency, successfully handling over 90% of routine enquiries. The intuitive menu-based interface, with automated replies providing immediate responses to customer enquiries, highly enhances customer satisfaction, saving manpower and time to handle such enquiries. This allows the team focus on developing and executing promotional strategies and campaigns.
Omnichat provides Hong Kong Life with an one-stop message / inbox management platform by consolidating messages from WhatsApp, Facebook and Instagram, which facilitates managing interactions with customers across different social media platforms in a comprehensive and unified manner.
By fully integrating messages across different social media platforms and expanding the promotional efforts on social media, Hong Kong Life has created a more cohesive customer journey. This not only optimises the customer service standard, but also provides a more personalised experience on customers’ digital journey.
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