Tarot & Astrologia Brasil is a São Paulo-based company whose consultants provide tarot-card and astrology readings to customers over the phone. In an industry that struggles with a negative reputation, this brand strives to be a positive force in the lives of their customers by delivering high-quality, professional service.
A team of experienced, thoroughly vetted consultants provide the readings to customers from a call center, and customers pay for their services via credit card. Roughly half of Brazilians do not have a credit card, however. This means consultants were spending more than 50% of their time speaking with those who, in the end, had no way to pay. The staff continued to grow to accommodate the call volume, despite the fact that they spent half of their time dealing with prospects who would never be able to convert.
Enter Cassandra, the persona of the brand’s Chatfuel bot for Facebook Messenger. The bot’s main function is to qualify leads using a series of questions, a process which includes taking the prospect through the payment funnel. As a result, no human time is wasted talking to users who can’t pay.
The bot asks about the user’s basic preferences too (such as type of reading desired), which also helps to save the human agents time. It also provides biographies and photos of available consultants to build trust, and quizzes and articles to promote user engagement.
Thanks to Cassandra, the consultants at Tarot & Astrologia Brasil can now spend their time speaking only with qualified users who already trust the company and have payment information on file. This boost in efficiency allows them to help more paying customers than before while providing an even better quality of service.
- Gallery cards. This Chatfuel feature allows Tarot & Astrologia Brasil to display photos, biographies, ratings, and specialties for each of their consultants. Through this visual display, customers can put a face to the name of their service provider, which builds trust and provides a polished, professional touch.
- User attributes. The bot greets users by name to create the intimate, personal feel astrology customers desire. The brand also uses attributes to segment users and save their information in the People tab, which helps with future ad retargeting.
- Sequences. With sequences, the bot provides a daily article about astrology or tarot to users who subscribe to the newsletter. This feature allows the brand to “entertain and nurture our visitors’ curiosity,” says Guiraud, keeping users engaged and adding value to their experience.
Tarot & Astrologia Brasil’s new Facebook bot has cut their operational costs by $25,000 USD/month. With only qualified prospects now making it through to the call center, they were able to reduce their staff from 55 to 25 consultants.
Their bot’s success has also led them to shift their ad dollars from the more expensive Google AdWords and regular Facebook ads to click-to-Messenger ads only. This move has saved them money and brought them a steady growth of approximately 8,000 new users per day over first two months.
Not only has the bot enabled the company to cut costs, but fewer employees “means better supervision and better service, too,” says Thomas Guiraud, president of the marketing agency that built the bot for Tarot & Astrologia Brasil. The brand is now able to achieve their goal of providing a top-quality service experience while improving the level of professionalism in the industry, all thanks to their new Facebook Messenger bot.
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