M a r k e t N e w s
Mercedes-Benz SA launches South Africa's first automotive Facebook Messenger Chatbot
Posted on : Friday, 7th October 2016
Lauded as one of the most scalable communication touchpoints this year, Facebook captured headlines with the launch of Facebook Messenger Chatbots in April 2016. Digital performance agency iProspect SA recognised, that this technological development provided an unprecedented opportunity for Mercedes-Benz South Africa (MBSA) to leverage its fan base of over 1 million users to meet their client's business goals and engage their target audience.
"With 93% of our client's followers engaging with the brand's Facebook page on mobile devices, this solution provided us with the ideal opportunity to engage our users and drive business results using our consumers' preferred communications channel," said Adriaan Steyn, Senior Art Director at iProspect SA.
“The Facebook Messenger chatbot is designed to allow users to further engage with the Mercedes-Benz brand and to encourage users to book a test drive with a preferred dealership. MBSA also provides a tailored communications touchpoint for prospective customers,” says Selvin Govender, Marketing Director: Mercedes-Benz Cars.
To drive engagement and generate leads for MBSA, iProspect SA developed a sequential user journey that decreases the barrier to entry for Facebook users in South Africa and drives conversions for their client. The platform's greatest strength lies in its simplicity. There are no complicated, long forms to complete, and the integrated system ensures that verified leads are sent directly to Mercedes-Benz's centralised business development centre, where requests are completed.
Fusing this technological innovation with direct customer interaction is in line with Mercedes-Benz's positioning as a superior automotive brand that provides world-class service with a personalised touch.
The MBSA Facebook Messenger Chatbot gives users a single touchpoint where they can select their preferred vehicle from the brand's entire range; choose their closest Mercedes-Benz dealership; and share their contact details with the automotive manufacturer. "Integrating high quality images of Mercedes-Benz models allows users to easily identify which vehicle they would prefer to test drive," said Steyn.
“As buying trends have evolved and customers have become digital-centric, we recognise the potential for the MBSA Facebook Messenger Chatbot to develop into a full-service offering,” says Govender. “Over the next few months we envision that the platform will allow our customers to book a service with their preferred dealership and order Mercedes-Benz Genuine Accessories. In the future, it will even be possible for users to purchase their desired vehicle on this platform,” he adds.
"As a digital performance agency, our focus is on supporting our client's business objectives by optimising the opportunities presented online," said Wayne Zweirs, Managing Director of iProspect South Africa. "Our team of specialists have developed a pioneering solution which brings value to the end consumers and positions MBSA as an innovator in the digital space."
Source : www.bizcommunity.com
