Generating Loyalty Memberships with Facebook Messenger Chatbot
Industry leader Petron Corporation enhances their popular Miles loyalty programme with Tania, the first ever petrol service station virtual assistant in Malaysia. With the customers at the core of this initiative, one of her key roles centres around providing quick access for Petron Miles members to information on the various touchpoints and offerings they can redeem their points with – consequently, heightening engagement of the loyalty programme.
With more than 560,000 followers on their Facebook page, Petron Malaysia seeks for a solution to better engage with their followers and provide easy access to all their product offerings and promotions. One of the challenges faced by Petron Malaysia is to communicate to their customers to register their Petron Miles card to enjoy the loyalty programme benefits and perks when they fuel up with Petron. With a chatbot solution, it not only provides a timely response for customer service assistance, it also helps to educate customers on the Petron Miles card registration methods and process.
Hosted on Facebook Messenger, the mobile-friendly and highly interactive experience is easily triggered by simply messaging Petron’s official fan page. The conversational journey is poised to not only enhance loyalty members’ experience but address the issue of card registrations.
From the various offerings across Fuel and Partnerships’ rewards, Tania keeps customers updated too on the newest promotions and merchandise available for redemption as well as locate the nearest Petron service stations for one to start redeeming. She also exhibits rich product knowledge by serving up product information like the benefits of Petron petrol, engine oils and liquid petroleum gas – all within a few chats.
With AiChat’s help, Petron Malaysia launched an automated experience for Messenger that helped customers with the common enquiries, register their Petron Miles card and discover the latest rewards offerings. Between August 2019 and June 2021, it earned the following results:
● 91% of enquiries were handled by the chatbot
● 2.2X more membership sign ups via chatbot vs website
● Achieved 83% CSAT
● 4.9X more open rate vs email
– Danny Chen, Marketing Manager at Petron Fuel International Sdn Bhd
Delivering an ROI of 2.2X more sign-ups of the Miles Card via Chatbot