Case study - Cliengo - HSM Manager (Case in construction)
The business
Cliengo is a commercial automation and optimization platform that helps businesses engage with their customers through chatbots, live chat support, contact management and campaigns through WhatsApp.
Some Milestones '21-'23
Launch - Instagram Chatbot. 15% of active customer has one or more Cliengo bots on Instagram.
Workshop - "UX Day - Put on the shoes". Company-wide
training on a user-centered product vision.
Launch - New platform Onboarding & Help Center for Meta Chatbots (Facebook & Instagram).
35% reduction in drop-off
at the activation and configuration stages,
40% reduction in support tickets for issues related to Meta.
Rockin' GPT 🎸
After closing the Meta chapter, and before diving into the world of WhatsApp HSMs, I was summoned to lead a discovery process on the uses, benefits, and risks of ChatGPT in commercial chatbots.
The first initiative was "First experience with GPT," where, through a research period, we put together a presentation that laid the groundwork for providing hyper-personalized onboarding through automated messages via WhatsApp, aiming
for an improvement in the pruchase conversion rate.
The second initiative, "GPT Supervisor Dashboard," was a discovery and delivery process where I delivered the prototype of a new control panel that addressed use cases with
ChatGPT and the supervisory user.
Both initiatives were taken and are in the development process.
Q3-23 New Project. Scaling HSM Manager - The NEW STAR
Empathizing and investigating
The last quarter of 2023 came with a new challenge. We had a platform for sending automated notifications and massive marketing campaigns through WhatsApp (HSM - Highly Structured Messages).Customers LOVE this feature, the BEST CONVERTION
RATE feature in the market, but the platform had not been developed to be scalable.
Let's get started.
First of all: We immersed in a qualitative-quantitative analysis:
✔️ Survey of the Current state of the platform
✔️ Heuristic analysis
✔️ Identification of Pain points
✔️ Review of Active clients
✔️ Patterns and Use cases
✔️ Deep understanding of the features
✔️ Competitive analysis
✔️ Stages of interviews with:
📝 Active clients
📝 Potential clients
📝 Work colleagues from the company in the operations, marketing, product, and development areas.
The first thing we double-clicked on: Two different use cases.
We realized that HSMs assist throughout the customer lifecycle.
We also understood the different conversation flows that this type of messaging allows.
With all this discovery, we prepared a presentation for the team, involved leaders, and directors about the insights and findings + conclusions and next steps. Additionally, we developed a training session for the operations area
to provide a deep understanding of the uses, advantages, and benefits of the platform.
Key pain points:
External: Low proactive contactability rate in traditional channels. Need for effective bidirectional communication between the company and the customer.
Internal: Difficulty in setting
up campaigns and understanding their performance. We do not guide the customer through the interface, and everything relies on Sales and Support assistance working hours.
3 months of work bearing fruit.
- CASE STUDY - WORK IN PROGRESS FEB-24 -
• Which KPI are we targeting? Q messages 30d, Feature adoption, Reduction in support tickets.
• We understood the customers, what problem they have, what we solve for them, what benefit they get, what advantage we offer them, and why they are willing to pay us.
• Top insights from customer interviews and follow-ups. - Movistar Pr, Izzi Mx, Banco Rioja Ar, Simplestate Ar, Sushiclub Ar, Automóviles San Jorge Ar.
• Prioritized actionables in an Effort/Benefit matrix.
• 1st objective (now): Contextual help within the platform - First experience, onboarding, knowledge center.
2nd objective (now and next step): "To match up" with market and needs - Processes improvements, better templates, campaing and contacts configurations, metrics and reports.
Crushing it 🚀
NEW MRR +10% 🚀
New clients +40~ 🚀
Customer support reduction time -30% 🚀
Messages sent/Month +35% 🚀
Campaigns created/Month +60% 🚀
Templates created/Month +130% 🚀
Recent weeks - We achieved the highest
MRR in a client in Cliengo's history, 30,000 HSM messages per month 🪐
To be continued...
And if you made it this far reading, thank you very much for your time, and hopefully we can do something together!
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