When Modanisa developed two chatbots through WhatsApp Business Platform, one oriented around customer service and the other focused on e-commerce, the company resolved most customer questions in one transaction, cut costs of operating its call centers, and increased sales orders in less than two years.
of customer inquiries resolved without a need to go to live support
cost savings in operating call centers
of customer contacts through WhatsApp, shifting from call center to conversational channel
of customers using the chatbot placed their first-ever orders through WhatsApp
Modern looks for the modest woman
Modanisa is a leading online fashion retailer that meets the modest woman’s desire for chic, modern-day clothing with a selection of over 500 brands. Headquartered in Turkey, Modanisa now sells everything from casual looks to eveningwear to shoes and accessories across five continents. The company co-created the Modest Fashion Week concept, which has since been staged in London, Dubai, and Jakarta.
Addressing customer questions in fast fashion and creating a new sales channel
As Modanisa meets increasing customer demands for chic modest clothing, the company needed a fast, cost-effective way to answer customer questions in a single interaction. Emphasizing smoother customer experiences, the company also wanted to create an ecommerce chatbot that gave shopping quicker, 24/7 convenience.
Debuting versatile chatbots
For customers who want modest clothing and accessories that are stylish and chic, the online fashion retailer Modanisa offers more than affordable designer hijabs or even high heeled booties—it provides a shopping experience founded in respect for its customers’ faith.
Founded in Istanbul, the company now sends thousands of packages every day to customers in over 140 countries, prompting Reuters to name Modanisa, “the world’s most popular Islamic apparel website.” As Modanisa grows in its mission to make fashion more accessible for the modest woman, the company remains committed to making each customer feel valued in every transaction.
Efficiently addressing customer questions about return or order status, delivery times, changes in delivery address, coupons, payments or canceling orders is a cornerstone of the company’s respectful customer service. But as Modanisa expanded, now offering service in six languages, the teams at its call centers experienced volume surges that made it difficult to resolve customer issues in a single call.
Though roughly 68 percent of Modanisa customers engaged with the company via phone, each call center agent could only help one customer at a time. Customers often cycled through a queue to find a representative who spoke their language, causing increases in follow-up calls and customer tickets.
To alleviate the rising costs of operating call centers—while focusing on more effective customer communications—the Modanisa team partnered with international conversation management company MindBehind in developing a new communications channel. With the widespread popularity of WhatsApp across Turkey and the Middle East, building a customer service chatbot on WhatsApp Business Platform was as sharp as pairing a crewneck dress with a brightly colored shawl.
The “Nisa” customer service chatbot, powered by WhatsApp, recognizes over 120 static intents, or responses to more general customer questions as well as nine dynamic, or personalized, intents in five languages. When a customer reaches out through WhatsApp, Nisa tracks their phone number back to their order, swiftly resolving individual customer concerns about orders, returns, cancellations, deliveries, and using coupons (among other concerns).
Balancing 10 conversations at once, Nisa uses the scalability of WhatsApp to get more customers out of the queue and back to their lives. In the year and a half since implementing the Nisa chatbot, more than 50 percent of all customer engagements now come through WhatsApp.
“Now, we fully resolve about 70 percent of customer inquiries through WhatsApp, without needing to escalate further or open a ticket,” says Fazlıcan Bozmaoğlu, Business Development Manager. “In less than two years, we’ve seen a 36 percent cost savings in operating the call center. With those resources freed up, we’ve deepened our focus on the quality of customer experiences.”
“To give the modest woman on-the-go the convenience of quick, 24/7 shopping, Modanisa collaborated with MindBehind in developing a second ecommerce chatbot. With the expertise of MindBehind developers, the team integrated more than 10 distinct web services into WhatsApp, including an image recognition feature that invites a customer to send a picture of the evening abaya they like and matches it exactly to the Modanisa catalog.
Whether a customer clicks to WhatsApp on the Modanisa site or through an ad on Facebook, they automatically open a conversation on WhatsApp. The ecommerce chatbot can instantly create new customer profiles or pull up existing profiles, including shipping addresses and customer phone numbers linked to the credit cards in their digital wallets. Customers who don’t want to use credit cards can opt for payment upon delivery. As they wait for their new apparel to arrive, customers can track their purchases with the Nisa chatbot.
Currently, the ecommerce chatbot is available to shoppers in Turkey, with a significant rate of customer purchases occurring through WhatsApp. Based on customer response, Modanisa is looking to expand the ecommerce bot to eight other countries. Already a champion in the modesty wear space, Modanisa experienced an increase in sales from new customers through WhatsApp, and 10 percent of customers who used WhatsApp went on to purchase at least one item.
“We know our customers are busy people, and when we opened up the opportunity to shop with us through WhatsApp, we saw 10 percent of customers go from browsing to buying,” says Şevval İlter, Business Development Senior Specialist. “In a two-month span, there was a sharp increase in sales, with nearly three percent of all orders in Turkey attributable to WhatsApp.”
Showing customers the respect of faster, more responsive service and making shopping even easier never goes out of style.
Quick and digitized service, more sales
After adding two chatbots powered through WhatsApp, Modanisa resolved customer inquiries faster and saved costs of operating its call center while giving the convenience of 24/7 shopping to busy customers.
- 70% of customer inquiries resolved without a need to go to live support
- 36% cost savings in operating call centers
- 56% of customer contacts through WhatsApp, shifting from call center to conversational channel
- 55% of customers using the chatbot placed their first-ever orders through WhatsApp
- 10% of customers engaging in the WhatsApp sales channel went on to buy at least one item
“Now, we fully resolve about 70 percent of customer inquiries through WhatsApp, without needing to escalate further or open a ticket. In less than two years, we’ve seen a 36 percent cost savings in operating the call center. With those resources freed up, we’ve deepened our focus on the quality of customer experiences.”
“We know our customers are busy people, and when we opened up the opportunity to shop with us through WhatsApp, we saw 10 percent of customers go from browsing to buying.”