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How it works:
CEAT, a leading tyre manufacturer, adopted WhatsApp Business API to create a seamless lead generation funnel that offered customers a convenient and interactive way to explore products and book services. Instead of relying solely on traditional forms or cold calls, CEAT used Click-to-WhatsApp ads and QR codes to bring users into a personalized chat journey where they could instantly get tyre recommendations, locate nearby dealers, and schedule appointments.
Once in the chat, an AI-powered assistant would guide users by asking a few simple questions about their vehicle type, usage, and preferences. Based on responses, the bot recommended the most suitable tyre options, displayed product features, and even allowed users to connect with service centers. This real-time, guided interaction ensured that the leads captured were high-intent and conversion-ready, improving both user experience and sales productivity.
Our challange:
CEAT faced a common challenge in the automotive sector: generating quality leads that actually converted. Traditional lead capture methods like forms, calls, and email inquiries often produced cold or incomplete leads, leading to low engagement and follow-up friction. The company needed a smarter, more interactive system to engage users at the moment of interest and filter out casual inquiries, ultimately driving more valuable conversations to its dealer network.
Why did CEAT choose WhatsApp over traditional lead forms ?
Users are far more responsive on platforms they already use. WhatsApp offered an interactive, mobile-friendly way to qualify leads instantly, reducing the time between interest and action, unlike static forms that often go ignored.
How did the assistant recommend tyres to users ?
The chatbot asked a series of quick, context-based questions—like the vehicle type, driving habits, and location. It then matched those inputs with the ideal product options, helping users feel confident in their choice.
Could users find nearby dealers or book services in chat ?
Yes, once a tyre was selected, the bot provided a list of nearby authorized dealers and let users book appointments or request call-backs—bridging the gap between interest and offline action without delays.
What made these leads higher in quality than before ?
Each lead was backed by user preferences, product interest, and location. This meant dealers received more qualified, ready-to-convert leads rather than generic or mismatched inquiries, improving their follow-up efficiency.
Was the WhatsApp journey personalized or one-size-fits-all ?
The flow was dynamic and adapted to each user’s input. Whether the customer needed tyres for a two-wheeler or a luxury SUV, the assistant adjusted recommendations and next steps accordingly—making it feel personalized and relevant.
Did the initiative also help in user education ?
Absolutely. The chatbot provided educational tips on tyre safety, maintenance, and how to choose the right model—building trust and improving purchase confidence, especially for first-time or less-informed buyers.
Achievement:
Through this WhatsApp-powered engagement strategy, CEAT increased lead-to-conversion rates by over 35%, while also reducing unqualified inquiries by 40%. Dealers reported better follow-up success due to the high context captured during the chat journey. More importantly, customers appreciated the ease, speed, and clarity of product discovery, turning WhatsApp into a reliable sales and service assistant. This digital shift not only improved marketing ROI but also positioned CEAT as a customer-first, tech-enabled brand in the automotive space.