Paragon Technology and Innovation created a unique digital communications channel with WhatsApp Business Platform to give customers the ability to receive online beauty consultations, purchase relevant products, and learn how to join and grow with the team.
increase in interactions in one year through WhatsApp
customer satisfaction rating, with 100% resolution within 48 hours
more inquiries handled through WhatsApp
Launching beauty services online
Founded in 1985, Paragon Technology and Innovation has become one of the largest cosmetic manufacturers to develop, produce, and distribute beauty brands in Indonesia. With over 10,000 employees, called “Paragonians,” the company drives continuous improvement and innovation in the way skin and cosmetic care is delivered. With “Good Manufacturing Practice” (GMP) and HAS (Halal Assurance System) PTI created leading brands in the market including Wardah, Make Over, Emina, and Kauf that align with the company’s core values.
End-to-end cosmetic shopping
Paragon needed to create a channel through which shoppers with unique and varying skin conditions can engage in one-on-one personalized conversations with skin-care experts to find beauty solutions tailored to their needs.
Adding a reliable channel
A vision to contribute to the greater good of society through innovation drives the core values of PTI. The company is committed to offering Indonesia’s leading beauty solutions, while retaining its focus on enhancing the welfare of all people. PT’s major brands include Wardah, Emina, Make Over, and Kahf, which are seen throughout southeast Asia as high-quality products recommended by skin-care experts across the region.
COVID-19 lockdowns in 2020 and 2021 impacted all retail stores carrying PTI brands. With beauty consultants unable to meet with shoppers directly in stores, PTI faced a big challenge in their sales generation. To stay aligned to their core value of serving all people, PTI chose to upskill their existing beauty consultants, called “Beauty Experts,” who provided services in stores to give them the skills to offer services digitally and provide recommendations online.
To support its efforts, PTI integrated WhatsApp Business Platform—one of the most popular messaging platforms in Indonesia—into their website and social media channels. By adding a “click to WhatsApp” link on its digital properties, along with including WhatsApp information on all product packaging, PTI set out to increase market share by enabling shoppers to purchase their beauty products directly in their favorite messaging apps. They partnered with Qiscus to rapidly reinvent how their expert beauty consultants worked in a new digital environment.
Beauty experts shifted their offline skills to customers online, successfully delivering personalized customer experiences and addressing shopper concerns through their support on WhatsApp while gaining a deeper understanding of e-commerce. Given its large social media presence, the WhatsApp Business Platform aids PTI call center staff in efficiently managing a high volume of queries and enabling live consultations for enhanced selling and customer retention. An automated virtual assistant initiates a simple menu to help route shoppers to live agents based on the support they need, greatly streamlining classifying and managing customer inquiries.
“As people become aware of our products in social media or other channels, they move into a consideration phase,” says Sheilla Firdausa, head of digital innovation. “By clicking through to WhatsApp, the immediacy of the service we provide increases and customers often move faster from consideration to purchasing our products.”
WhatsApp facilitates a “personal shopper” experience where customers can get detailed product information via chat. The solution enables beauty experts to deliver skin and product consultations with customized recommendations according to each customer’s unique needs.
By integrating the “click to WhatsApp” button on their website, PTI created workflows with multi-agent access to manage calls for their ecommerce platform. As a result, the business saw an increase in the direct sales while minimizing customer drop-off rates that are common when shoppers have to go to external websites. The solution leverages features to explore the online store and view catalogs. The agents are also trained to close sales directly on the platform through forms filled out by customers.
Virtual assistant menu offers options for beauty consultation
Customer conversation with a live agent to purchase product
"Even in light of the rise of more local and global beauty brands, Paragon has increased its market reach,” says Tessi Fathia Adam, senior head of digital transformation. “The quality of our products and the way we provide excellent customer services set us apart. We focus on the entire customer journey including consultation, complaint handling, product ordering and delivery, all through how we manage customer loyalty programs.”
Over the first year of using the WhatsApp Business Platform, PTI saw a 600% increase in traffic. In addition, as a one-stop shop for queries, the channel receives 10 times more traffic than the call center.
“Choosing the WhatsApp Business Platform was critical for the growth of Paragon’s social commerce and has become a foundation for our acquisition and loyalty programs,” says Adam. “The platform enables us to offer highly personalized, one-on-one interactions with shoppers, which in the end, builds customer satisfaction and increases sales.”.
The company’s innovative approach has led to a stellar 98.9 percent in customer satisfaction rating. The platform empowers agents to give more direct, personalized recommendations, which has boosted product sales overall. The platform also allows efficient complaint management where feedback can be carefully addressed by dedicated agents.
Looking ahead, PTI is looking to consolidate WhatsApp as their always-on communications platform and expand the platform into an omnichannel offering that extends into more areas of the business, to continuously provide more cutting-edge solutions that align with each Paragonian’s mission to serve people and the planet.
High satisfaction, lower costs
Paragon Technology Innovation uses WhatsApp Business Platform integrated with its call center services to provide online expert beauty consultations to shoppers needing support. The focus on service and social commerce increases PT’s market reach and provides high quality skincare consultation services, boosting customer satisfaction and sales.
- 600% increase in interactions in one year through WhatsApp
- 98.9% customer satisfaction rating, with 100% resolution within 48 hours
- 10x more inquiries handled through WhatsApp
- Increased sales conversions with WhatsApp
“The quality of our products and the way we provide excellent customer services set us apart. We focus on the entire customer journey including consultation, complaint handling, product ordering and delivery, all through how we manage customer loyalty programs.”
“Choosing the WhatsApp Business Platform was critical for the growth of Paragon’s social commerce and has become a foundation for our acquisition and loyalty tools.”