How Mortantra Leverages WhatsApp Automations to Streamline and Address Customer Queries
Mortantra from its outset was created with the goal of providing affordable jewelry that blended all the fine craft and cultural richness of traditional artistry and “contemporary elegance”.
Co-founder, Mortantra
Mortantra from its outset was created with the goal of providing affordable jewelry that blended all the fine craft and cultural richness of traditional artistry and “contemporary elegance”.
Mortantra was founded by Shaili and Naimish Sakhpara in 2016, after an extensive search for creative and elegant bridal jewelry for their wedding. Shaili’s copper-based custom-designed bridal jewelry was instantly the talk of the town, which inspired the founder to expand this as a business. By collaborating with designers and makeup artists, the brand grew in popularity organically through social media, going as far as to reach celebrity stylists.
The brand started with the belief that rather than crafting gold jewelry that loses its value in the making, affordable, unique and expressive jewelry that borrows from the rich heritage of Indian jewelry making, was the right way to go. This culturally informed belief that blends the finest elements of modernity and tradition is at the core of Mortantra.
Mortantra started out its journey, with a compelling presence on social media channels such as Instagram. But its key channel for customer communication has been WhatsApp.
While the team at Mortantra handled queries from customers using WhatsApp Business, the brand lacked a centralized way to handle queries from multiple fronts. Each WhatsApp account was linked to a device which made it harder to assign customer queries to members and track data. This made maintaining cohesive communication within the team and a consistent, personalized support experience for customers difficult.
“If you are just using WhatsApp or WhatsApp Business, it is all linked to devices. So, you cannot have control over what chat is happening and you cannot easily assign them to different team members.”
- Naimish Sakhpara
There was a need for an easier, much more streamlined way to handle customer queries while providing a consistent experience to the customers and ensuring cohesive communication and customer data collection.
Another key challenge was the limitations WhatsApp Business had when it came to broadcasting. As the brand scaled, the limit of 256 fairly restricted the brand from reaching more customers or creating large broadcast groups.
It was important for the brand to reach customers through messaging, and the necessity of the customers having to save the business’s number further complicated this. WhatsApp Business was sufficient at a small to medium scale but the brand was expanding rapidly and required its communication channel to accompany, facilitate and this growth.
Mortantra’s key goals and objectives then were mapped out to address the challenge. These objectives include:
Mortantra understood that as the business scaled, and had a team of four to five members handling customer queries from WhatsApp, WhatsApp Business API was a necessity.
As a growing company, Mortantra required a solution that enabled them to access and leverage the WhatsApp Business API and meet all of its early goals, without becoming a major cost center.
With Interakt, Mortantra was able to utilize the WhatsApp multiagent and shared WhatsApp inbox to better track and handle customer queries on as it scaled. The brand was also able to use WhatsApp broadcast feature at a broader scale than was possible with just WhatsApp Business, at an affordable pricing.
Further, enabled by Interakt’s integration with Shopify, the brand was able to utilize other Interakt features to handle transactional messages, order delivery updates, order tracking status etc.
“It did not take us any time to start with Interakt. It was just a few hours and then it was done. And of course, it is pocket-friendly.”
- Naimish Sakhpara
These were the basic features that any D2C company required, and Interakt was able to deliver on all these features perfectly in a way that Mortantra’s specific requirements demanded.
One of the best things that the co-founder Naimish Sakhpara noted was the ease of setting up the WhatsApp Business API with Interakt. The use of the shared WhatsApp inbox feature has become a default necessity for Mortantra owing to how it facilitates better communication and team collaboration. Besides this, the brand was able to utilize the broadcast feature to focus on its retention marketing strategies at a more effective scale and level.
By segmenting customers based on the user’s country, and other demographic features, Mortantra was able to better target its campaigns to stay relevant to its customers. The brand was able to expand its broadcasting to a much larger audience.
The support from Interakt was reliable and readily present at the brand’s request, helping them to fully leverage the WhatsApp Business API for its specific needs.
WhatsApp by itself has its perks but for a brand to grow, it requires a communication channel that can enable growth. This is where Mortantra’s decision to upgrade to WhatsApp Business API via Interakt, worked its magic.
With shared inboxes for better team communication and more control over the conversations, Mortantra was able to improve its customer interaction in a significant way. With WhatsApp broadcast messaging, the brand was able to improve its retention marketing campaigns.
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