Context
The insurance industry, known for its competitiveness and complexity, finds a new direction toward efficiency and innovation with Baboop SPA, an insurance broker offering customized policies for dogs and cats. With solutions covering veterinary expenses, surgery, legal protection and liability, they aim to be the one-stop shop for those seeking insurance tailored to each pet’s needs. Spoki’s integration with their CRM system marks a breakthrough in the lead management process.
In this case study we will explore how the adoption of Spoki and the integration of WhatsApp into the company’s communication flows led to a substantial increase in revenue and improved customer relationships.
Baboop SPA, the brainchild of the marketing consulting agency We Can Consulting and later becoming autonomous, operates in the dog and cat insurance industry. The goal was simple but challenging: to improve sales processes to increase lead conversion % and optimize internal processes, as well as the refinement of the automated e-commerce system.
Case Study
Using Spoki to improve lead conversion, Baboop noticed a 20% improvement in response rate, from 45% to 65%. This contributed to an 18% increase in revenue, reaching +192k in 2023.
At the heart of Baboop SPA’s innovation was the use of Spoki, a system integrated with their CRM to automate and personalize communication with leads. When a lead does not respond to a consultant’s phone call, they automatically receive a WhatsApp message through Spoki. The customer’s response triggers an alert to the consultant, who can then call the lead back in a timely manner, thus improving conversion %.
Original Goals
The primary goal was to increase customer response % by sending OTP signing links via SMS, a method that was encountering obstacles due to blockages for suspected phishing. Baboop decided to implement Spoki to overcome these difficulties, using WhatsApp as the main channel for operational communication.
Implementation and Integration
Spoki was successfully integrated into Baboop’s CRM system, facilitating the automatic sending of WhatsApp messages and improving the efficiency of lead management. This enabled the automation of numerous processes, including digital signature and appointment booking, significantly simplifying daily operations.
Results Achieved
- Increased response rate: improved by 20%, from 45% to 65%;
- Receipt of operational messages: such as OTP codes or digital signature links, increased to 100 per cent for 90 per cent of customers who owned WhatsApp;
- Operational efficiency: the time taken to register users was reduced from 15 to 4 minutes with a 73% reduction through the integration of Spoki. This improvement, although not quantified in monetary terms, had a decidedly positive impact on business operations;
- Effectiveness in Sending OTPs: The open rate for OTPs sent through Spoki reached 95%;
- Increased turnover: The recovery in sales attributable to Spoki was +18%, equivalent to +192,000 in 2023.
In addition, about 50/60% of operational communications were handled via Spoki, with a response rate of 40%. Customer feedback was extremely positive, highlighting the convenience and ease of use of WhatsApp as a method of interaction.
These results led Baboop SPA to increase the number of messages sent by 40% over 2023, to about 155,000 communications.
Conclusion
The case of Baboop SPA shows how innovation in communication, through the integration of tools such as Spoki into existing CRM systems, can lead to significant improvements in lead management, operational efficiency and turnover. In the insurance sector, where every customer interaction is crucial, the adoption of such technologies not only optimises internal processes but also opens up new possibilities for commercial growth. Baboop SPA emerges not only as a leader in its field, but also as a model of how technological innovation can be harnessed to overcome complex challenges and achieve ambitious goals, setting a new standard in the pet insurance industry.
CREDITS
Company: Baboop SPA
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