Case Studies > BankBazaar Boosts Customer Engagement with RCS Business Messaging

BankBazaar Boosts Customer Engagement with RCS Business Messaging

Technology Category
  • Networks & Connectivity - 5G
Applicable Industries
  • Finance & Insurance
Applicable Functions
  • Sales & Marketing
About The Customer
BankBazaar, also known as A&A Dukaan Financial Services Private Limited, is the world’s first online marketplace offering instant customized rate quotes on loans and credit cards. The company primarily generates its annual revenue of approximately $90 million through commissions paid by its lending partners on every product sale. BankBazaar uses a variety of communication channels to offer its products and is continuously exploring and testing new channels to identify the most effective ones for different customer segments.
The Challenge
BankBazaar, an Indian application-based end-to-end financial service provider, was seeking ways to increase customer engagement and return on investment (ROI). The company uses multiple communication channels to offer its products, including SMS, email, WhatsApp, and push notifications. Despite the effectiveness of SMS in terms of engagement and ROI, the company's in-depth research revealed that their customers, who were more digitally aware, desired additional features beyond just text. The challenge was to find a communication channel that could offer more features while maintaining the effectiveness of SMS.
The Solution
Infobip suggested the introduction of Rich Communication Services (RCS) as a potential solution to BankBazaar's challenge. RCS is often described as the next step in the evolution of SMS, offering a more feature-rich channel that aligns with the needs of BankBazaar's digitally advanced customers. RCS Business Messaging allows companies to keep their messaging aligned with their brand by embedding RCS-enabled elements such as logos, brand names, images, gifs, and carousels. With the support from Infobip, BankBazaar was able to implement RCS through the customer engagement solution Moments, enabling the company to quickly and effortlessly start sending RCS marketing campaigns.
Operational Impact
  • The implementation of RCS Business Messaging significantly improved BankBazaar's customer engagement and ROI. The company was able to send several campaigns to their existing customer base, inviting them to install the BankBazaar application and check their credit score. The use of RCS messages with images and links led customers directly to the app, enhancing the user experience and increasing engagement. As the team became more familiar with the new channel, they began to further leverage RCS capabilities, using gif images to further boost the CTR. The success of RCS Business Messaging demonstrates its potential as an effective communication channel for digitally advanced customers.
Quantitative Benefit
  • BankBazaar sent over 70 million RCS messages in just a few days.
  • The click-through rate (CTR) for RCS messages was around 80% higher compared to previous SMS campaigns.
  • After further experimentation and utilization of RCS capabilities, BankBazaar achieved a 130% higher CTR with RCS.

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