A Mexican startup in the education sector
Essere, led by Dr. Acoyani Selene Martinez, aimed to scale its operations without losing the human touch in its customer service. With a base of students with special educational needs, Essere adopted an advanced CRM solution on WhatsApp that allowed it to significantly increase the efficiency of its interactions, achieving an impressive 5X increase in its conversation volume with customers and prospects.
Essere faced several challenges when scaling, such as resistance to platform switching, as the team was used to WhatsApp Business and the transition to a more complex solution raised concerns, although they knew they needed a more solid structure to grow.
Furthermore, automation was crucial without losing human proximity, especially for high-value education leads, which required fast response times. Finally, lead acquisition and qualification became a priority to identify the prospects with the greatest potential and optimize follow-up, allowing segmentation of those who really showed interest.
Implementation and Adaptation of Flow in WhatsApp
Flexi helped Essere design a personalized service flow, focused on scaling interaction and adapting to the needs of each user:
1) Smart segmentation: Each new contact is classified as a lead or current student. This allows the communication flow to be tailored to their profile and specific needs, achieving faster response times and avoiding friction in the process.
2) Presentation of educational options: Each lead can choose between education levels such as kindergarten, primary, secondary and high school, receiving precise information tailored to their interest. Acoyani comments: “It has helped us a lot, because each person receives the information that really interests them, without the need for constant intervention from our team.”
3) Balance between automation and human attention: Although Flexi helped automate repetitive processes, the tool allows users to receive human follow-up at critical moments. “I wanted the human part to always be present; it is important for leads to know that there is someone available to answer their questions, even if part of the process is automated.”
“This growth was just what we needed to be able to serve more people without overwhelming our team”
Switching to WhatsApp API instead of WhatsApp Business was a challenge for Essere. Dr. Acoyani says, “My team was used to an unsupervised work system, and suddenly they had metrics and response times to meet. But constant support has helped them understand the value of this change.”
Dr. Acoyani also highlights the importance of the support she received at all times: “When I made the decision to change, Flexi’s CEO met with me to understand our needs and design the flow from the right questions. That gave me confidence that I made the right decision.”
Essere has seen significant results after implementing this structured system:
Essere has managed to transform its customer service process, establishing an effective communication channel that combines automation and human proximity. Thanks to an organized structure and adequate support, the startup has scaled its operations without sacrificing quality of service.