reduction in human chat time
second response time
Easy, perfect coffee at home
Country Bean is India's first instant flavored coffee brand. The company aims to bring the cafe-like experience—fancy lattes, cappuccinos—to customers’ homes at a low cost. They mostly target the practical, on-the-go, under-35 crowd that enjoys their coffee breaks and wants to savor their coffee.
A loyal online following
The company wanted to stand out from competitors by building an engaged online community. At the same time, it hoped to enhance the customer experience by making it easier for customers to purchase products using messaging channels and by responding to inquiries instantly.
The right answer, right now
Traditionally, the standard way most Indians prepare coffee is by using a classic brass machine that slowly brews coffee overnight. Country Bean recently introduced instant coffee for a café experience in the comfort of one’s home. By building a strong digital community through real-time communication, email newsletters, and instantaneous responses to customer inquiries, the company engaged its followers in a more personalized way.
As Instagram is one of India's most popular social media channels, Country Bean runs ads that click to Instagram Direct and uses the Messenger API for Instagram to communicate with their customers. As the popularity of their follower engagement skyrocketed with initial campaigns, the small team of agents found the high volume of customer inquiries challenging and struggled to convert ad clicks manually.
“The primary objective was to drive sales by building a better customer experience and to socialize with our customers in a simple, compelling way,” says Dhwani Bhuwalka, D2C manager at Country Bean. By partnering with Yellow.ai, they created a best of breed automated messaging experience to provide an easy purchase journey and swiftly address customer inquiries.
The result of this collaboration is a customer-friendly automated messaging experience that’s simple enough even for customers new to this type of messaging journey.
The ads that click to Instagram Direct run across Instagram Feed and Stories, where customers can swipe up to send a message and access the Instagram Direct chat. In addition, Country Bean integrated the Instagram Messaging API’s quick replies and product template features. Using quick replies, Country Bean presents customers with choices. After clicking their option, they can see Country Bean’s products in a carousel format and are redirected to Country Bean’s website via a link shared in the chat to complete the purchase.
Customers who have questions can explore or learn more from an intelligent virtual assistant. If the automated system doesn’t have the answer, it connects customers to a human agent right away or provides them with regular business hours and a link to browse the products in the catalog.
"With the objective of improving end-to-end customer experience, the focus of the automation was to not only enable swift and personalized query resolution but also help customers experience a smooth purchase journey. To that end, the Yellow.ai platform provided out-of-the-box Shopify integration so that customers could seamlessly complete their purchases,” says Apoorva Shrivastava, growth product manager at Yellow.ai. “Moreover, we added appealing visual features such as a product carousel showcase and the ability to browse products and categories, see recommendations and consider various offers to further engage with the customers.”
After deployment, the team saw a 16% sales lift and the amount of time per day an agent spent responding to customer inquiries fell from five hours to thirty minutes. Since the automation experience supports answering most questions, response times shrunk from overnight to one second.
“Automated responses build brand loyalty by making Country Bean appear present and trustworthy,” Dhwani says. “Customers can see that we care about them, their needs, their questions, and their problems. No more waiting hours for a response. Some customers used to complain that our response time was slow, but that hasn’t happened again since we deployed automation using Messenger API for Instagram.”
Next Country Bean wants to send step-by-step coffee recipes to its customers. “It’s usually hot here in India,” Dhwani says, “so we can imagine that many of our customers would love some cold coffee and frappe recipes.”
Fast coffee, personal service
With Country Bean’s automated messaging experience built with the Messenger API, conversions surged twenty-fold, time spent on customer service dropped by 90%, and response times plunged from hours to seconds.
- 16% sales lift
- 90% reduction in human chat time
- 1 second response time
“Automated responses build brand loyalty by making Country Bean appear present and trustworthy. Customers can see that we care about them, their needs, their questions, and their problems. No more waiting hours for a response. Some customers used to complain that our response time was slow, but that hasn’t happened a single time since we deployed this.”