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Case Study: BHPgumi

by Multichat Team Case study, Case study conversational marketing, conversational marketing Use case sample,

Introducing new chat channels at BHPgumi

Changing to winter tires and back is a must, especially if you would like to drive safely but how do you make sure that you picked the right size and type? 

In the following article we talk with László Luca the head of Marketing at BHPgumi, one of the market leaders of the tire business in Hungary and ask him about how they introduced to their customer communication.

Please tell us a bit more about the company and the brand

We are specialized in tires, we carry more than 200 different brands, more than 600 000 products overall and we work with more than 70 service partners across the country. Also, we are part of a larger group so we are not only present in Hungary, we have 9 webshops divided across 3 different countries in central Europe. 

I would say that if you are looking for new tires for your car and you can’t find it in our webshop, that tire probably doesn’t exist. In addition to that, we put a huge emphasis on our service options, so you can not only get your new tires shipped to your door but you can also get one of our certified partners to change it for you. 

What was your main challenge you wanted to solve?

Due to the nature of our business, we usually have 2 huge peaks every year, one at the end of fall and a second at the beginning of spring. During these periods the number of requests, questions and orders can easily be 15x times more than on a regular day. Our products are usually in the “must” category, the majority of our customers are buying new tires when they have to so they usually need it shipped as quickly as possible, they demand a large selection and usually request some help with finding the product that fits their particular car brand, type and year. 

Handling these peak times is a really challenging task, it usually requires the entire BHP team to help the customer facing colleagues and help in answering some of the incoming questions. 

How did you come across

The team held a joint webinar with our marketing agency partner Gowww Digital which we attended. We liked the concepts presented and the hybrid chat approach so at the end of the webinar when they offered a free consultation, we jumped on it.

We did try a different chat tool before but we were not fully satisfied so we were really happy that we could get help during the setup and that we can combine the automated replies with live chat. 

How is your setup configured?

The first step was to cover the most frequent and repeating questions with automatic replies that can work even when we are closed. These are typically around opening hours, ordering information, shipping information.. etc.

We also wanted to redirect people to the right parts of our site, like for example we have an AI based tire recommendation tool and we wanted people to utilize this more and more. We have built a huge online knowledge base over the years, trying to help with technical aspects and we also have really detailed search options for our customers. So our automation not only greets every visitor but it also directs people to the right section. The aim is to help people to get an answer as quickly as possible.

There are more complex or not so typical questions and there are people who prefer to speak with one of our staff members so we have automatic handover set up that switches from automated replies to Live Chat whenever needed. Users of course can request this option manually as well.

We have customized the look of the chat window to better match our branding and set up automatic notifications so even if there is no staff logged in, we get to see if a user is waiting for a reply. 

Can you talk a bit about the results?

Looking at the reports we see that people still ask the most about which tire fits their car, how they can read the numbers on the side, which is the best product for them. 

During the first month of using the system there were 50 000 active users which absolutely surpassed our expectations. We can see that people are happy to use the chat, they like this format which we kind of expected but it was surprising to see how enthusiastic our team got. They prefer answering via chat more than via email or phone. I think this is partly because it allows a much quicker pace, an experienced customer support colleague can handle 4-5 discussions at the same time.

The conversion rate is almost 10% which is outstanding, taking into account that the automation greets every single visitor on our site. It is also clearly visible on our numbers that we could reduce the peak load this year compared to previous seasons.

What are the next steps, future plans?

We had to introduce the system in a really short time, I believe it was done within only a couple of days so we could not go into advanced integration. I see a big potential there, if we can further connect the chat with our internal systems, the setup could answer much more questions automatically and give more precise answers.

We also talked about introducing the solution in more countries, there is an easy way to add more languages so we can use the already built processes, we just need to localize them.

If you are interested in creating your own chat experience, just get in touch with us.