Success Story: WhatsApp Business API and Zoho CRM

Starting challenges

Lider System is a company specializing in job training, offering free programs for employees, self-employed individuals, and the unemployed. Each call for applications must meet certain participation goals, so it’s not enough to simply generate applications: we must identify which individuals meet the requirements, guide them toward the appropriate course, and support them through the enrollment process.

They were already managing lead generation for their websites using Zoho CRM and Zoho Forms. When they added the WhatsApp Business API as a new channel, they needed >>

Call center agents wearing headsets answer calls in front of their screens in an open-concept office with natural light.

Managing a Growing Volume of Conversations Without Relying on WhatsApp Business for Small Businesses
Automatically pre-qualify prospective students before referring them to the call center
Integrate WhatsApp with Zoho CRM to maintain an omnichannel view of each contact
Track attribution for digital campaigns and identify which channels drive conversions
Reach out to prospective and former students via WhatsApp when new courses are posted
Provide up-to-date information about course offerings even outside of business hours

This is how we resolved it

End-to-end consulting. We define the lead generation and customer service journey: from the campaign and the visit to the website to the WhatsApp conversation, lead qualification, and enrollment.
WhatsApp Business Platform with Woztell, connected to Zoho CRM. We set up the call center agents and integrate the platform with the CRM to ensure that every conversation is tracked within the sales process.
WhatsApp access with attribution. From websites and other communication channels, using a solution that preserves the campaigns’ UTM parameters and logs the source of each conversation in Zoho CRM.

Different bots during and outside of business hours. They gather information, identify existing contacts, pre-qualify new requests, and classify records before forwarding them to the call center.
Call Center Service Protocol. Developed in collaboration with Marketing and Sales, with criteria and templates for each phase of the process, and training for agents on Woztell and the protocol itself.
ChatGPT and WhatsApp Marketing integrated with the CRM. We integrated ChatGPT with WhatsApp to provide information about available courses and launched targeted campaigns from Zoho CRM to re-engage prospective and former students.

We get together

Over 4,000 new conversations per month on WhatsApp, which has established itself as a key component of Lider System’s lead generation system.
A 20% increase in student conversions from all inquiries received via WhatsApp, including contacts who were screened out during the early stages of qualification.
+14 hours saved per agent per month thanks to automatic prequalification; with a call center of more than 20 people, that amounts to more than 280 hours per month.
+700 conversations per month outside of business hours, handled by automated workflows and integration with ChatGPT.
Over 3,000 WhatsApp marketing messages per month, with an open rate of over 95%, a click-through rate of over 50%, and conversion rates above 20%.
Omnichannel management of prospective students: WhatsApp conversations coexist in Zoho CRM alongside forms, email, phone calls, and automations.