In the fiercely competitive world of motorcycle manufacturing, Bajaj Auto stood at a critical juncture with the launch of its groundbreaking Pulsar 125. Eager to not only assert dominance in the 125cc category but also deeply connect with its target demographic – ambitious urbanites aged between late 20s and 30s – Bajaj Auto sought a game-changing approach.
The Challenge:
Understanding the intricate customer journey behind purchasing a motorcycle, Bajaj Auto faced the daunting task of simplifying this process. With customers engaging in over 900 digital interactions before deciding, the company needed a solution that could provide personalized information in a conversational manner. Bridging the gap between initial curiosity and final conversion was paramount.
The Approach:
Enter ORI, a conversational AI-based revenue acceleration platform. Bajaj Auto partnered with ORI to launch Google’s Business Messages, creating a user-centric experience tailored to its target audience. Adopting a friendly, informative tone, the chatbot guided users through a self-investigative journey, with a test drive as the ultimate goal. The platform’s ability to recognize users ensured a seamless experience across sessions, enabling Bajaj Auto to gain valuable insights into user preferences.
The Results:
Despite the challenges posed by the COVID-19 lockdown, Bajaj Auto’s strategy paid dividends. Outperforming competitors’ keywords by 80%, the brand maintained its popularity. The AI chatbot engaged over 34,000 users and clocked over 300 hours of conversations in just two months, with a remarkable 23% returning for further engagement. This translated to a significant decrease in average re-engagement CPA.
Most impressively, Bajaj Auto witnessed a staggering 1,335% increase in lead conversion rate, reaching an impressive 14.1%. This marked a pivotal moment in the company’s journey, solidifying its position as an industry leader in customer engagement and conversion.
By leveraging the power of conversational AI, Bajaj Auto not only achieved its sales targets but also revolutionized the way customers interact with brands in the motorcycle industry. This success story serves as a testament to the transformative potential of innovative technologies in today’s competitive landscape.
