...

THIS IS HOW DISMERCA PUT ITS DIGITAL
SALES ON THE ROAD,
TO GET THOUSANDS OF COLOMBIANS
TO RIDE THEIR MOTORCYCLES.

Intro

"WE UNDERSTOOD THAT SOCIAL MEDIA WAS
NOT JUST A REPUTATION ISSUE, BUT A SALES
CHANNEL WITH A LOT OF POTENTIAL."

A couple of years ago, Dismerca, like most brands, gave a very organic management to its presence in the networks, something not very structural or with a background strategy. They were looking more than anything to have a presence in the digital world and why not, to find a way to connect with their customers.

Over time, they began to listen and study the behavior of the community that was forming, understanding the opportunities that these media brought. It was then that in 2021 they decided to take a gamble with a strategy that would allow them to strengthen these media and thus convert all these channels and networks into a solid digital ecosystem with two clear objectives: Customer service and sales.

IDENTIFYING
PAIN POINTS

CRM: THE FIRST THING
WAS TO UNDERSTAND
THAT THEIR CUSTOMER
INFORMATION WAS
HELD BY MARKETERS
AND NOT THE BRAND.

In addition to the possible duplication of contacts when contacting through different digital channels. That's when the Dismerca team began to look for different tools that would help them to automatically save every person who contacted them and from there, to complement this information according to the conversations, and this is not done by any CRM. "In that search we found in Keybe a simple and powerful tool that met all the needs and with which we could also team up to grow hand in hand," says Johana, who is part of the marketing team that consolidated this strategy.

"We understood that it was not about using or creating a customized CRM, but adapting our needs to a CRM that we felt related to us and that understood our needs, and KB had all these solutions".

"Now we have a team that receives all kinds of information and translates it into data and understands it and takes advantage of it to close sales. It is not about having data for the sake of having it, but how to activate it, how to purify information and have what is needed to build a strategy, understand the needs, identify behaviors and once we have all this, with built segments, we can make remarketing campaigns that are very relevant for us" Johana tells us.

TRACEABILITY
OF CUSTOMERS
AND PROSPECTS

Selling vehicles such as a motorcycle is not the same as selling other products, such as clothing. Here they are significant investments for people, they are their means of transportation, work, savings, etc. There is a lot behind a closing and any piece of information or detail is important to the customer's experience and the closing of the sale. That can even take days. That is why it is important to have the traceability of each conversation and all the data at hand, debugged in a proper way and above all, that the waiting times are prudent so as not to let any lead go cold.

In this KB has been a great help, not only because it allowed us to unify all your chats from different digital channels into one (omnichannel) but also because its performance or complements around conversations with customers gives you a plus over other tools that we used before and that were becoming small in the face of our challenges.

PROCESS AUTOMATION
AND THE VALUE OF DATA:

At the beginning when the digital sales department was consolidating, the Dismerca team began to receive a large number of leads and with these, different challenges, among them and perhaps the most important, the response times to customers and the proper management of data.

"The team has to sit down to understand the customer, the commercial objective is to close the sale and many customers come with the story of why they want to buy the bike or how was the process to get the money, information that is important for everyone but that slows down the internal processes," says Joha.

"Before, the information was manual, the girls made their own funnels, it was time consuming and delayed, a cycle could take approximately 3 days". For this reason, they began to look for tools to improve their results, time and quality in their services. They even had up to 4 tools simultaneously, one for each need.

"With Keybe we realized that we could do everything from there. We can store and learn from identified behaviors in the same place, such as payment methods, interests and even send mass messages through different media".

“We understood the convening
power that KB: gives us.”

Thanks to Keybe we can make successful remarketing campaigns by implementing a data strategy that has increased our sales results."

Dismerca's team soon begins to grow hand in hand with the results or the success of the digital channel, even in seasons, digital sales are equal to points of sales and at times exceeds them. This is thanks to the great efficiency and effectiveness that results from the optimal implementation of technology and human talent.

"Today, we handle an average of 312 chats a day, and we've gone from 24-hour wait times to just a couple of hours depending on the season, where we have customers who are served in 10 minutes when they already know what they want."

"Since we have been working with Keybe, more as a partner than as a tool, we have had a 180-degree change in the team, which allows us to always be one step ahead, the real-time response takes a weight off our shoulders, it reduces management time. For a consultant to arrive on a Monday and know that he won't have a lot of chats on hold gives him a little bit of fresh air".

In addition, the implementation of Artificial Intelligence to our conversational channels not only improved our response times but also the customer experience because it does not feel like a bot, but rather a fluid conversation.

Metrics

And for those who love
numbers, Dismerca has a for
of some very interesting data:

They went from having
a response time of
approximately 20
minutes per customer
to just 3 minutes.

"We see Keybe as an
assistant that helps
you reach the advisor
with 70% of the
client's information".

We have a very large lead
management numbers almost 8.000
monthly managed something that
is not achieved in points of sale,
it is a very significant figure.

"With fewer people we
have the same results...
from 10 we have 4, with
the same efficiency".

"We have the overview
of management
times, active chats,
inactive chats or where
the customer enters"

"Our biggest gain is seeing the real picture, which helps us make decisions, knowing which active customers we have, what I can deliver to them, what benefits and how we communicate with them. In addition to the Call To Action campaigns that we do for interests: Knowing that this email with this image and this button brought us x sales" Joha concludes.

testimonial

This is the story of Rafa, who until a couple of months ago was in charge of washing and maintaining customer's helmets. And that "For God's sake" as he says, he ended up in the digital area giving support and helping the sales team. His attitude, energy, empathy and commitment, were enough qualities for Dismerca to give him the opportunity to train and train with Keybe to continue growing professionally.

"I really like to give a good service, sometimes it's just common sense, and that a customer leaves happy and satisfied is all I have to do".

For Rafa is his first experience in a job where he has to be sitting in front of a computer handling a tool like Keybe, but that has been quite intuitive and easy to handle.

"Keybe motivates us to keep growing."

Did you find this story interesting and would you like to know
how Keybe can boost the performance of the sales team in
your automotive business?

Get in touch
with us!

#TogetherWeWillMakeItPossible

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