Case Study

Chinese Customer Service for Improved Customer Retention

Jun 04, 2021
Centralised WeChat Customer Service System
Think China developed a customer service solution that enables users to engage in meaningful conversations with Bupa consultants on WeChat. Chinese-speaking users can use the customer service in their native language, on their preferred communication channel, all integrated into a seamless experience.
Users can send enquiries to Bupa’s WeChat customer service team 24 hours a day, 7 days a week.
1 Platform
The centralised system enables users to connect with a team of product specialists on a single platform.
Connecting with Chinese Audiences
Integrated digital solution
Bupa’s WeChat account is more than just a channel to display product information and advertisement to Chinese audiences. It is also a Chinese customer service tool. This service integration allows two-way conversations between Chinese users and Bupa. Users can receive product news from the account, then make enquiries.
The Client
Bupa is a health and care company that offers a broad range of services, including aged care and retirement, dental, optical, health insurance, and community wellbeing initiatives. It is committed to helping our customers live longer, healthier, happier lives.
The Opportunity
Bupa has an official WeChat account for a better connection with its Chinese-speaking audiences in Australia. The account sends the newest product updates, brand information, and promotional offers. Think China saw an opportunity to expand Bupa’s offering to the Chinese-speaking community by integrating a centralised WeChat customer service function into the brand’s WeChat account.
Our Approach
Think China offered a customer service solution that integrates with the brand’s existing WeChat service account. The experience on the account is tailor-made for Chinese-speaking users. They can choose a preferred language on any preferred social media platform. Users can send enquiries and have customer service issues resolved through the same platform on which they receive advertisements from Bupa. Users can send enquiries to the Bupa WeChat customer service support team 24 hours a day, 7 days a week. Think China set an initial automated response to all enquiries reminding users of the brand’s privacy and information handling policy before progressing with the customer service conversation. The centralised WeChat messaging system also allows queries to be redirected within the customer service team.
The integration of the centralised customer service functions makes Bupa a primary health resource for Australian Chinese-speaking users.
The Customer Service Platform solution developed by Think China increased customer stickiness and customer loyalty among Chinese-speaking users. Due to the popularity of the WeChat Customer Service function, Bupa’s WeChat team has tripled in size. The business hours have also extended to meet the high demand.

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