How Securitas Direct Transformed Lead Engagement with Conversational AI and WhatsApp
Learn how Securitas Direct used Hubtype’s conversational platform to engage with tens of thousands of customers monthly. This resulted in a 40% increase in successful customer contact compared to traditional channels, paving the way for higher conversion rates and improved efficiency.
increase in successful customer contact
CSAT in WhatsApp
About Securitas Direct
Securitas Direct is a leading private security company in Spain, specializing in protecting homes and small businesses. With over 30 years of experience, it has pioneered the development of connected alarm systems by combining advanced technology with a strong human commitment to safety. Today, the company safeguards more than 6 million people and operates the largest and most advanced Alarm Receiving Centre in Europe.
Problem Overview
Traditional phone-based outreach methods were becoming less effective, leading to missed calls and limited engagement with potential leads. Securitas Direct faced challenges in scaling personalized communication while maintaining efficiency. They identified WhatsApp as a preferred communication channel among customers but lacked the tools to leverage it effectively for sales and engagement.
Goals
Securitas Direct aimed to transform their lead generation process by adopting a conversational approach through WhatsApp. Their objectives included increasing the success rate of customer contact, boosting conversion rates, and enhancing overall operational efficiency. By implementing Hubtype’s platform, they sought to create a scalable, customer-centric communication strategy that met the demands of the digital age.
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Missed calls
Traditional phone follow-ups often resulted in missed calls or interruptions, limiting the ability to connect with potential leads effectively.
Scaling personalised communication
Balancing scalability with the need for tailored conversations proved to be a consistent challenge for the sales team.
Leveraging WhatsApp
Securitas Direct recognised WhatsApp as a customer-preferred channel but needed the right tools to utilise it effectively for engagement and lead conversion.
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With Hubtype’s conversational platform, Securitas Direct transitioned from outdated methods to a streamlined, scalable, and customer-centric solution. The implementation prioritised WhatsApp, offering customers an interactive and convenient way to engage with the sales team while improving operational efficiency.
Interactive WhatsApp campaigns
Proactive and personalised outreach to potential customers through targeted campaigns.
Automated follow-ups
AI-powered reminders and responses ensured timely communication, minimising drop-offs.
Enhanced agent enablement
Real-time insights and conversation history allowed agents to provide tailored responses, addressing queries and objections with precision.
Asynchronous messaging for efficiency
Unlike phone calls, WhatsApp enabled agents to handle multiple conversations simultaneously, optimising resource management and ensuring faster response times.
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40% higher success rate in reaching potential leads via WhatsApp
Compared to traditional phone calls, within the first months, WhatsApp allowed Securitas Direct to reach a significantly larger percentage of potential leads, ensuring more opportunities for engagement.
Scaling to tens of thousands of conversations monthly
The system seamlessly handled a growing number of interactions while maintaining efficiency.
Projected 40% increase in conversion rates
As the sales team adapts its sales approach to this new messaging channel, early results indicate a strong potential for improving conversion rates by up to 40% compared to phone-based interactions.
Communication delivery rate close to 100%
Messages reliably reached their intended recipients, ensuring every lead had the opportunity to engage.
+4 out of 5 CSAT (Customer satisfaction score)
Users consistently rated their experience positively, valuing the convenience and responsiveness of WhatsApp.
"Hubtype's conversational platform transformed how we connect with our leads. The ease of using WhatsApp and the personalised approach have significantly improved our ability to reach customers and work more efficiently. It's a huge step forward for our business. WhatsApp is the channel of the present and the future—if you’re not there, you risk losing business."
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Customer-centric approach
By engaging customers on their preferred channel, Securitas Direct ensured convenience and accessibility.
Agent empowerment
Real-time insights and automation tools enabled agents to focus on converting leads efficiently.
Scalability and future readiness
The solution supported high volumes of leads without compromising quality. Additionally, it positions Securitas Direct ahead of market trends, anticipating that customers will continue shifting away from phone-based interactions.
Looking ahead
Building on the success of its initial implementation, Securitas Direct continues to scale its conversational capabilities. The company is focused on optimizing agent efficiency with enhanced tools and insights that maintain high performance as operations grow. It is also exploring new ways to leverage Hubtype’s platform to expand its conversational strategy and deliver even greater value across the customer journey.
By preparing for the ongoing shift in customer behavior, Securitas Direct ensures it stays ahead of evolving communication trends. Its investment in WhatsApp and conversational AI is not just a short-term solution—it’s a long-term strategy to lead the market in customer engagement and operational innovation.
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