Sailors know that preparing documents for a voyage is a laborious task. Especially if the service that promised to simplify the process is slow or unavailable. MorPost, a remote document processing service, faced this challenge. The task: to relaunch the automated system for processing applications, making it user-friendly, efficient and up-to-date.
The project is MorPost, a Ukrainian service that helps seafarers with their paperwork.
CMO — Krystyna Tryhub.
Content Marketer — Olena Zadniprovska.
Service — remote marketing department.
Case study navigation:
- The issues that brought the client to us
- Getting started: diagnosis and strategy
- The process: how we tackled the challenges
- Working with the chatbot: updates and improvements
- Newsletter: customer retention
- Analytics and testing
- Results: figures that speak for themselves
- What we learnt from this case study
- Recommendations from the Solve Marketing team
The issues that brought the client to us
MorPost is an online service that helps seafarers process their voyage documentation. On the face of it, everything seemed to be working: an optimised website, a basic chatbot on Telegram and Viber that handled customer enquiries, and a stable customer base. But after 2022, the service began to lose ground.
There were several reasons:
- The chatbot, created two years ago, had not been updated and was operating using outdated logic.
- The customer database is no longer up to date: a significant proportion of the contacts are no longer active.
- The chatbot’s content remained in Russian, which did not meet the new communication standards.
A client approached us asking us to develop an updated strategy for engaging with their audience via a chatbot, but the task was far more ambitious: we were tasked with revitalising their communications system and breathing new life into the company’s marketing.
Getting started: diagnosis and strategy
Our team began with a detailed audit. We analysed what had worked previously and where the system had failed. Key findings:
- Outdated contact list: of the 2,000 subscribers, only 800–823 remain active. Some contacts may have been deleted or have become inactive due to prolonged inactivity.
- A chatbot with limited functionality: the existing bot, built on the SMC Sender platform, required a significant overhaul of its interaction logic, but the client decided to stick with the platform to avoid incurring further debt.
- Lack of updated content: all posts were out of date and did not take the audience’s new needs into account.
The first step was to draw up a detailed plan:
- Update the chatbot’s content and logic.
- Set up a tagging system to collect data on customer interests.
- Refresh your contact database through email campaigns and engagement activities.
The process: how we tackled the challenges
1. Working with the chatbot: updates and improvements
We haven’t just translated the messages into Ukrainian. We’ve completely revamped the bot’s structure:
- We have developed a new interaction logic. The bot now automatically adds tags to a customer’s profile based on their actions (for example, interest in a specific service).
- New features have been added: buttons for selecting services, a direct line to a manager, and the option to receive notifications about the status of your request.
- We have set up communication with managers: all requests are automatically sent to a Telegram chat, which reduces the time taken to process them.
2. Newsletter: customer retention
We sent out a targeted email campaign to update our contact database. In the message, we highlighted that the service is back up and running and is now even more user-friendly. This helped us re-engage customers who had lost touch with the company.
3. Analytics and testing
Before launching the updated funnel, we carried out several tests to ensure that the system was running smoothly. It was important that managers received all enquiries in real time and that customers felt they were receiving a personalised service.
Results: figures that speak for themselves
Two weeks after the relaunch:
- 143 requests for document processing via the chatbot.
- 40% of engagement from a contact database that was previously considered ‘inactive’.
- A reduction in application processing times by an average of 25%.
- Restoring the trust of customers who have started using the service again.
This result confirmed that even with an outdated system, it is possible to achieve stunning results if you find the right approach.
What we learnt from this case study
MorPost has shown us that technology doesn’t work without attention to detail. It is precisely the ability to delve deeply into a client’s problem, understand their ‘pain points’ and find the optimal solution that is the key to success.
Recommendations from the Solve Marketing team:
- Update your content regularly: even the best system won’t work if it doesn’t meet your customers’ current needs.
- Data is everything: analyse, collect and organise customer information to create relevant offers.
- Don’t be afraid of updates: even if the system seems complicated, there’s always a solution that will save you time and money.
The update to the MorPost chatbot is an example of how technical changes, combined with a strategic approach, can help a business recover and move forward with confidence once again.
