Revolutionizing Customer Interaction in Funeral Services
In a groundbreaking collaboration between wevnal, a Tokyo-based company, and Uniquest's "Small Funeral Services," a remarkable transformation has taken place in customer communication strategies. Utilizing the "BOTCHAN Engagement" tool, they achieved a stunning 160% improvement in their LINE conversion rate (CVR). This article explores the challenges faced, strategies implemented, and impressive results yielded through this innovative approach.
Background: A Challenge of Opportunity Loss
"Small Funeral Services" is known for providing high-quality funeral services across Japan. Despite attracting around 300,000 monthly visitors to their website, they struggled with a low conversion rate after users added them as friends on LINE. This resulted in significant missed opportunities.
Previously, they had employed other chatbot solutions without visible improvements. The ongoing situation created a stagnant atmosphere, where both parties seemed to agree to continue operating at a lesser capacity, hindering progress. This was exacerbated by a performance-based contract model that inadvertently diminished the priority of improvement activities, leading to what was termed the “performance-based contract issue.”
As per Mr. Suzuki from Uniquest's marketing department, "We had ample access to our website, but we were losing many potential conversions. The disconnect with our vendor and the lack of effective analysis stifled any improvement efforts." They were searching for a new strategic partner to break this cycle of stagnation.
Key Decision: A Strong Proposal from a True Partner
After considering several tools, Uniquest was not only drawn to the cost-efficiency of "BOTCHAN Engagement" but also to the vendor’s comprehensive understanding of their business. The proactive approach adopted by the BOTCHAN representatives, showcasing specific improvement suggestions right from the evaluation stage, was instrumental in their decision-making process.
Mr. Suzuki emphasized, "In contrast to previous vendors, we received active support and our business was understood deeply. The speed and clarity of improvement suggestions presented a strong case for immediate implementation, eliminating the need for AB testing."
Remarkable Results: Enhancement of CVR and Marketing Efficiency
Once the BOTCHAN Engagement tool was implemented, the results were exceptional. By optimizing communication scenarios after users added them on LINE, they achieved an approximate 160% increase in CVR. The number of registrations also saw a steady rise, marking significant achievements in both efficiency and quantity.
Due to the sensitive nature of funeral services, care was taken to avoid overwhelming customers with notifications. Rather than sticking rigidly to popular success patterns, the Uniquest team collaborated closely with BOTCHAN’s Customer Success (CS) representatives. They kept the priority on customer sentiments, which allowed them to customize the communication approach, even forgoing certain automated messages that would not align with their service ethos.
Additionally, they managed to substantially reduce operational workloads while continuously evolving improvement strategies. The BOTCHAN CS team took on many operational tasks themselves, ensuring Uniquest could focus on higher-level marketing strategies while benefiting from numerous quality improvement suggestions.
As noted by Mr. Suzuki, "BOTCHAN Engagement is an extremely cost-effective tool that not only reduces our operational strain but also systematically enhances conversion rates. It’s a valuable solution for any company looking to minimize workloads while maximizing conversion potential."
Unlocking Your Website's Potential
The success of "Small Funeral Services" in balancing reduced operational efforts with increased results opens up opportunities for many businesses. Are you interested in discovering how to optimize your website's potential? We are here to help you harness these strategies for your unique business situation. Feel free to consult us.
Want to know more about this initiative? Check out our case study for more insights!
About BOTCHAN Engagement
"BOTCHAN Engagement" facilitates the connection of users leaving a website to LINE, deepening customer relationships through one-on-one conversations. This approach not only enhances engagement with the brand but also empowers users by providing tailored information based on individual insights, fostering loyalty and maximizing the customer lifetime value (LTV).
For more information about the service, visit:
BOTCHAN Engagement
Company Information
Company Name: Uniquest Co., Ltd.
Location: 1-6-3 Utsukushigahara, Nishi-ku, Osaka
Representative: Shinpei Shigeno
Business Scope: Operation of funeral services via the Internet, corporate-managed childcare centers.
Website: Uniquest
Company Name: wevnal Co., Ltd.
Location: 1-23-23 Ebisu, Shibuya-ku, Tokyo
Representative: Hirofumi Isoyama
Established: April 2011
Business Scope: Development and provision of the Brand Experience Platform "BOTCHAN," media operation.
Website: wevnal