How Zceppa Helped a Skin-Clinic Scale Communication on Google Business Messages
20 Year Old Skin Clinic With Over 20 Locations in 2 States of Gujarat & Maharashtra in India
Key Metrics
1900+
New inbound enquiries via Google Live Chat across 23 clinics
9000+
Conversations
66%
inbound were leads (appointments/service enquiry)
200%
ROI
Customer Profile
Started in 1998 by Dr Jagdish Sakhiya, Sakhiya Skin Clinic is an ISO 9001-2008 certified chain of skin clinics with over 25+ clinics in the states of Gujarat and Maharashtra in India.
Sakhiya provides high-end and safe skincare and cosmetic services that science and technology can offer. Their team of experienced dermatologists and assistant doctors take great care of all skin and hair requirements like Acne/Pimple Treatment, Acne Scar Removal, Laser Hair Removal, Pigmentation, Fillers, Skin Rejuvenation, Anti-Ageing, Organic Peeling, Skin Tightening, Tattoo Removal, Pre-Bridal, Cosmetic Plastic Surgeries, Hair Fall, Hair Thinning and Hair Transplant.
India’s leading skin clinic chain, Sakhiya, has been the torchbearer of the latest technology and state-of-the-art equipment for all skin care and cosmetic treatments for well over 25 years. Having successfully done over 3 Lakh+ laser hair removal procedures using USFDA-approved technology and international treatment methods, their team of experienced and qualified doctors provide best-in-class services to patients. Their long list of satisfied patients is a testimony to the care and attention to detail that every staff member provides to our patients in our quest to make them more beautiful.
Sakhiya has been at the forefront of creating superior experiences for their customers and updating their digital systems has been a strategic initiative of the management.
Background
As technology continues to revolutionize the healthcare industry, the emergence of digital within skincare is no exception. Mobile usage has become a driving force as it forecasts impressive sales numbers estimated at over 85% – making Digital a vital element throughout every stage of the local buying journey from discovery to purchase.
Skin clinics can leverage this trend by optimizing their online presence for hyper local search.
2 in 3 searches
Are location-specific ‘Near Me’ searches
88% of Mobile users
Search for skin care services online
78% Consumers
Doing ‘Near Me’ searches take action in 24-hours
Challenges – No engagement from direct messaging
Today a vast majority of young consumers prefer messaging to enquire about products and services compared to other channels. 2-way chat via messaging for enquiries and support is now mainstream. This is more so for categories like skin and hair care.
Consumers use different channels for messaging based on their discovery journey. For example, consumers doing a ‘near me’ search on Google could chat with the business through Google Business Messaging. Google has enabled this messaging for businesses from their Google Business Profiles (formerly Google My Business). Similarly, consumers can engage via Insta DMs or Facebook Messenger if their preference is social platforms. Alternatively, they can engage directly via messaging platforms like WhatsApp or Snapchat as well.
Omni-channel engagement is key to success today. Every business needs to be present on all these platforms and enable 2-way messaging to ensure they maximize leads and customer engagement.
77% of users
Prefer messaging over phone calls or email
The Missing Link For Sakhiya:
1. Though a large percentage of new patients come via Google ‘near me’ search, Sakhiya did not have a mechanism for patients to directly chat with their clinics from Google. In other words, Google Business Messaging was not enabled for all clinics in their network, preventing high-potential customers from seamlessly engaging with them via chat from Google.
2. Considering their focus on customer experience, they were worried about tracking and responding to customer messages from Google at every clinic.
Solution – Unified Inbox & Google Business Messaging
Zceppa Interact helped Sakhiya solve both of these problems.
As an official partner for Google’s Business Messages, Zceppa Interact enabled Business Messaging for all clinics in its network. This enables patients to seamlessly engage with their clinics from Google through two-way live chat.
A single brand agent ensured customer chats for all 25+ clinics were available to Sakhiya’s customer experience team through a unified inbox, highlighting clinic-level attribution to ensure appropriate responses.
Zceppa’s Central Dashboard helped track and monitor all inbound enquiries and respond to them in real time. Conversation starters, simple automation, and in-built notifications ensured that Sakhiya stayed responsive. The solution also elevated customer experience and improved employee productivity.
Near real-time alerts and notifications ensured that no inbound query was left unanswered. Daily and weekly reports with detailed analytics provided the marketing team with valuable data and insights on key areas of improvement in customer experience and lead nurturing.
Garima, Digital Marketing Manager, Sakhiya Skin Clinic, says – “Zceppa’s Interact serves our team really well to manage inbound inquiries from all our clinics via Google chat seamlessly. Our customer experience team members are able to respond and convert conversations into leads easily. Thanks to Zceppa.”
Business Outcomes
With Zceppa Interact, Sakhiya manages 20+ inbound inquiries every day from Google live chat seamlessly through a unified chat inbox. The central team is able to tag, ticket, and assign conversations to team members for further actions.
Conversation insights and downloadable reports provided important metrics like response times, unread or unanswered conversations and types of customer queries.
Zceppa Interact helped build a database of qualified leads for the business so they could re-target the customers through WhatsApp campaigns, Ads, and offers.
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