Background
Guida e Vai, Italy’s leading provider of driving school services with a network of more than 500 affiliates, aimed to improve communication with a young target audience and optimize the recovery of lost users. Collaboration with Spoki and the adoption of WhatsApp as the main communication channel represented a significant breakthrough toward achieving the company’s goals.
Case study
The main challenge was to recover a high number of lost users during lead generation campaigns, a problem exacerbated by the young age of the target audience. Using WhatsApp through Spoki, Drive and Go implemented automated messaging to inform the user about an operator’s upcoming contact and to send a link to reschedule an appointment if there was no response. The solution included message automation to remind users of the delivery of the interactive manual, reducing storage costs.
The zero-interest financing project for young driver’s license aspirants benefited greatly from customized template messages, increasing interest and facilitating the finalization of financing.
Implementation and Integration
Drive and Go used tools such as Active Campaign, Zapier, and Spoki itself to personalize post-sales interaction, improving brand perception and customer loyalty. Effective communication via WhatsApp reduced inventory costs and improved engagement with the young target audience.
The combined use of ActiveCampaign and Spoki
Drive and Go implemented a strategy with Active Campaign to reach and segment contacts, focusing on tailoring the approach according to their behavior and responses.
- Initial segmentation: Contacts are initially segmented based on certain conditions, such as the type of license of interest (B license or motorcycle A license) or whether they are already enrolled in a driving school. This segmentation allows contacts to be differentiated based on their potential interest and current status in their “customer journey.”
- Personalization of communications: Once segmented, contacts are assigned different “deals” or tags that further qualify them. This allows Guide and Go to customize messages and offers based on each contact’s specific situation and preferences, for example, offering targeted promotions to those who are looking for a specific driver’s license or those who have not yet signed up.
- Personalized Automations: Depending on the responses provided, various automations are triggered. For example, if a user is interested in a B license and is not yet enrolled, the system adds a specific “deal” for this contact and posts the information on a specified platform.
- Expectation and Action: After a 6-minute wait, the system checks whether the contact meets certain conditions. This is a waiting time after which it checks whether the contact has taken a desired action such as replying to a message or clicking on a link.
- Tagging and Further Segmentation: Users who respond are further tagged to refine the segmentation. For example, if a contact meets certain conditions, another “deal” or tag specific to that contact is added.
- Feedback Loop: At some points, there are feedback loops where, if a condition is not met, the user returns to a previous step in the flow, allowing the condition to be addressed again with updated information.
- Closing the Automation: Once all conditions have been met and the necessary actions have been taken, the automation ends, likely leading to direct contact with a sales agent or closing a deal.
- Monitoring and Adaptation: Each step in the workflow is monitored to ensure that there are no funnels and particular obstacles in the automations.
In summary, the Drive and Go strategy with Active Campaign has been highly focused on providing a personalized and responsive customer journey through Active Campaign, with automations and segmentations that adapt based on the contact’s responses and actions. This enables more targeted interaction and a higher conversion rate.
A Bidirectional and Transversal Solution
The bidirectionality between Spoki, WhatsApp, and ActiveCampaign has allowed for scaling and speeding up the achievement of results for Guide and Go.
With advanced automations, the integration between these platforms has enabled the creation of a communication loop where messages sent via WhatsApp are captured and interpreted by Active Campaign and Spoki to further refine content segmentation and personalization.
This continuous dynamic dialogue has not only enabled increased conversion rates during promotional campaigns but also improved the recovery of lost or inactive users.
Specifically:
- Automations reduced response time and increased efficiency in contacting users
- Automations and integration between ActiveCampaign and Spoki allows the CRM to be up-to-date during all customer stages
- Improved customer experience with increased retention rates
- Ability to capitalize on direct and immediate interaction with the young target audience, highlighting the value of a customer-centric approach in automotive training.
In addition, sales staff, leveraging the integration between Spoki and ActiveCampaign, monitor the progress and behavior of leads in real time and throughout the day. This constant monitoring leads to a significant reduction in response time, with leads being contacted via both phone and WhatsApp by the same operator, creating a cohesive and direct customer experience.
The ability to launch targeted promotional campaigns leads to high conversion rates, while dedicated post-purchase support ensures customer care that continues even after the sale is completed.
All of this contributes to huge results through extremely rapid interaction and attention to detail.
A key role in benefiting Drive and Go Sales Specialists was played by ActiveCampaign, which provided advanced marketing automation tools, customer behavior tracking, and intelligent segmentation.
Its features allowed salespeople to personalize communication based on the specific actions of leads, where each interaction was recorded and used to further refine the follow-up strategy.
Such a level of personalization highlighted the power of a data-driven approach with Spoki and ActiveCampaign.
Spoki and Sales Trends
The graphs show a strong correlation between the advertising budget invested in Spoki and the increase in sales, confirming Spoki as an investment with immediate and direct ROI.
The impact of the investment on Spoki on sales is much more relevant and evident than even well known tools such as TikTok Ads, Google Ads and others.
Results Achieved
- Recovery of more than 30% of lost users through the use of chat automation.
- 20% of contacts re-contacted through Spoki finalized the application.
- Reduced inventory costs by 40% through automated reminder delivery of educational materials.
- MoM (month-over-month) growth of 15% in margins, with X5 in annual revenue thanks to Spoki and ActiveCampaign.
- Significant amounts of promotional campaigns increased interaction and sales.
- Recovered business from old leads through the use of Active Campaign.
- Drive and Go invests 20,000 to 25,000€ a per month in total on Spoki, initiating different strategies each with defined and planned goals.
In a promotional campaign having the goal of increasing sales, €1,800 was invested that generated €45,000 in sales, achieving a ROAS of 25 times the initial investment.
Operational efficiency was improved by assigning operators to leads more effectively and cleaning contact lists for smoother operations.
Conclusion
The innovative synergy between Drive and Go and Spoki, with the strategic use of WhatsApp, has led to remarkable results in terms of user recovery, communication efficiency, and reduced operational costs. This success case demonstrates the effectiveness of adopting advanced technologies and a customer-centric approach to meet the needs of an ever-changing market such as automotive training.
CREDITS
Company: Guida e Vai & Quiz Patente
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