Reach More Customers Through Automation
Brinks has been aware of consumer’s preference for messaging since launching Brinks Home Security Text in January 2018 with Quiq. The strategic move put the “when” and “how” of communication back in their customer’s hands by allowing customers to receive support through text messaging instead of having to call in. When the company saw the number of conversations over the messaging channel grow by 329%, the Brinks team knew they were on to something.
When Quiq IQ launched in February of 2020, Brinks was one of the first to sign up. With Quiq IQ, a complete solution to build, manage, and optimize chatbots, Brinks quickly deployed bots within their company to deflect calls and assist human agents. It didn’t take long for the company to realize that bots were a way to reach more customers for their retention efforts.
In the words of Jason Chancellor, CIO, “…we were limited by our capacity to reach out to them manually. We have also recognized that our customers prefer to use digital channels to interact with us, making a digital solution attractive.”
Brinks decided to test their hypothesis by conducting a 9-week test to a segment of their customer population. Emails were sent that presented an offer to reduce the customer’s rate in exchange for a contract extension. Customers were given 3 choices to accept their custom offer:
- Call in to accept
- Go to an automated landing page
- Allow the bot to fulfill the offer
Brinks was shocked to see customers overwhelmingly choose to accept the offer through the bot. Close to 80% of the test population choose to accept the offer via the bot versus calling in to talk to an agent or go to an automated landing page. The test proved that not only could the company reach more of their customers through bots, but that customers had a strong preference for that type of interaction.