Case Study: Enhancing Infratint’s Operations with WhatsApp CRM Integration

Executive Summary

Company Snapshot

The Challenge

Rising acquisition cost
Paid ads still drove traffic, but with patchy speed and follow-up, the effective CAC was climbing, and every wasted lead hurt more.

WhatsApp overload
Every enquiry landed in one personal WhatsApp inbox. Replies depended on whether the manager was free, so first-response time ranged from minutes to hours. Leads leaked to faster competitors.

Manual Booking Bottleneck
Each tint job takes 90 – 120 minutes, so keeping two bays busy should have been straightforward. In practice, every appointment still required a copy-and-paste WhatsApp exchange with the manager. This admin-heavy back-and-forth slowed confirmations and left the calendar dotted with avoidable gaps. The team spent more time coordinating slots than installing film, meaning actual throughput lagged behind rising demand.

Follow-ups fell through the cracks.
Upsell reminders, review requests, and service-interval nudges relied on staff memory. The result was just two new Google reviews per week and a flat repeat-purchase rate.

Objective:

To streamline Infratint’s customer engagement and booking processes through the integration of WhatsApp CRM automation, aiming to enhance efficiency without expanding the team.

This case study explores how we implemented a WhatsApp-first CRM and automation strategy for Infratint, improving customer engagement and lifting conversions by 40%.

Why we centred the Infratint project on WhatsApp

With 74.7% of Singapore’s social-media users calling WhatsApp their most-used platform and 27.2% naming it their outright favourite, the app has become the default communication rail for everyday life. Local users open it an average 978 times a month, well over thirty sessions daily.

Region-wide data show a similar pattern. WhatsApp now reaches over 2.5 billion monthly active users worldwide, and it dominates neighbouring Southeast Asian markets such as Malaysia, Indonesia, and Thailand, where chat apps routinely eclipse e-mail or SMS for personal and business communication.

Reach is only half the story: WhatsApp messages typically record open rates around 98%, versus barely 20% for e-mail. In other words, almost every automation we send is read rather than lost in a promotions tab.

Culturally, chat-first workflows fit how Asian consumers already engage – booking appointments, confirming orders and seeking support inside the same thread they use with friends.

WhatsApp’s rich media, quick-reply buttons and verified business profiles give us a friction-free, trustworthy channel without asking customers to download another app.

Finally, the economics are compelling: since 1 November 2024 Meta has removed charges for all “service” conversations, meaning every inbound-initiated interaction now costs nothing. We only pay for outbound marketing templates, starting at just a few Singapore cents.

WhatsApp’s reach, engagement and relatively low cost increased daily installations while headcount remained unchanged.

The Solution

Key Tactics (summary)

All leads from WhatsApp and web forms flow into a centralised CRM pipeline, are engaged by an intelligent chatbot, and are nurtured through scheduled messages and reminders.

The WhatsApp-centric approach was designed to shorten response times, maintain lead engagement and improve conversion.

The project introduced a WhatsApp-first CRM and marketing automation solution tailored to Infratint’s needs. The idea was to meet customers on their preferred channel (WhatsApp) but handle interactions more efficiently through automation.

Using our ZetaEngage framework, we combined a marketing CRM, WhatsApp Business API connectivity and intelligent chat automation to streamline every customer interaction.

Adding, Not Replacing: A CRM Layer Over the POS

1. Automatic contact capture – Every WhatsApp or web enquiry now writes the customer’s name, mobile and vehicle details straight into the new CRM.
2. Nightly POS sync – A lightweight connector pulls the previous day’s invoices into the matching CRM records, linking spend to the right person without changing the existing POS workflow.
3. Unified timeline – From first chat to final payment, every interaction lives on a single card, ready for segmented follow-ups, upsell triggers and revenue reporting.

By overlaying a cloud CRM on top of the existing POS and leveraging those hard-won mobile numbers, we gave Infratint complete marketing visibility without a costly rip-and-replace, creating the data backbone that powers the automation showcased in this case study.

The solution was designed to respond instantly to inquiries, automate repetitive conversations, enable easy self-service bookings, and follow up with leads and customers over time.

Implementation Details

Implementing the solution involved several coordinated steps. We worked closely with Infratint to set up the tools and processes to make up the new system. The key actions included:

• Integrated WhatsApp + CRM to create a single pipeline
• Deployed 24/7 FAQ chatbot to cut first-reply time to < 10 s
• Launched mobile self-service booking linked to live calendar
• Automated 25+ system messages (confirmations, reminders, reviews)
• Broadcasted value-first festive campaigns with 1-tap opt-out

WhatsApp + CRM Integration and Lead Pipeline

All incoming inquiries (WhatsApp chats, website forms for bookings or warranty, etc.) were funnelled into a single customer relationship management (CRM) platform. This organised every lead’s information and tagged each contact by their stage in the journey.

The team gained complete visibility on who had inquired, booked, and received follow-ups. No lead could slip through the cracks unnoticed, because every new contact who messaged the business’s WhatsApp number was instantly pulled into the CRM.

There were no forms, double-opt-ins, or friction. Unlike email addresses, we immediately captured their name and contact number, which was always 100% accurate.

WhatsApp Chatbot for Instant Responses

A WhatsApp chatbot was deployed using the WhatsApp Business API. It was configured to answer common questions instantly – for example, providing pricing info or assuring if a tint is LTA-compliant – without waiting for a human.

This meant prospective customers received replies in under 10 seconds at any time of day, instead of potentially waiting an hour.

Infratint’s manager could still personally step in for complex queries or high-intent customers, but chatbots now handle routine FAQ inquiries 24/7. This improved responsiveness and kept interested customers engaged.

Streamlined Online Booking System

We also set up a mobile-optimised booking system linked to Infratint’s calendar and integrated it with WhatsApp. Interested leads could seamlessly schedule their appointments through a web form fed directly into the CRM.

The booking form was accessible via a link from the WhatsApp chatbot or Infratint’s website. It allowed customers to pick an available date/time for their tinting job.

This self-service approach removed friction from the sales process.

The calendar was synchronised with Infratint’s operating hours, staff availability, and public holidays, so customers only saw open slots. Once a booking was made, the system automatically sent a WhatsApp confirmation message to the customer, along with any preparatory notes (e.g., how long the installation takes and location details).

The service manager was also notified via a WhatsApp system message.

Trust Comes First: Starting with Utility Messages

Instead of sending promotional content upfront, Infratint began with practical, value-driven messages.

New leads and returning customers were first greeted with helpful information via WhatsApp, including appointment reminders, care tips for newly installed window tints, and warranty details. This approach helped establish trust and familiarity before any marketing outreach took place.

These messages established a habit of opening Infratint’s WhatsApp updates (since they provided value with zero sales pitch). Over time, this warm-up phase conditioned customers to expect useful information from Infratint via WhatsApp, increasing their trust and engagement with the channel.

Working with Infratint, we built a WhatsApp outreach programme on two pillars: relevance and restraint.

For legacy customers, we re-introduced the channel, not the sale.

Because Infratint’s antiquated, 15-year-old POS (Point of Sale) system never captured email addresses, over 10,000 + legacy customers could be reached only by mobile number.

Rather than ambush them with a festive or promotional message, we broke the ice with a service update: a single message announcing Infratint’s new WhatsApp support number and self-service chatbot.

It felt helpful, not salesy, and immediately legitimised future broadcasts.

Reactivating the legacy database brought back new bookings and service renewals.

We were initially cautious about reaching out to an older customer list, unsure how the message would be received. But the response exceeded expectations.

A simple WhatsApp update introducing Infratint’s new number quietly reactivated thousands of dormant contacts within 48 hours. Many recipients responded with fresh interest, and a notable number of returning customers made bookings – some now owning different vehicles than when they last visited.

• 15% of recipients tapped through the menu bot to explore options
• Approximately 3% went straight on to ask about price or slot availability
• Initial opt-outs stayed below 5%

Rather than taking a broad, impersonal broadcast approach, the message was crafted to feel personal and helpful. It allowed recipients to choose how they wanted to interact, if at all.

WhatsApp helped Infratint shift what was once a silent, ageing database into a respectful, ongoing dialogue—rebuilding connections one message at a time.

Respecting user choice remained central to the strategy.

Every broadcast ended with a one-tap opt-out menu (or a simple “Reply STOP” instruction). As a result, customers stayed in control, spam complaints were negligible, and unsubscribe rates remained low.

Automated Follow-Ups & Reminders for new leads

Not every new lead converted on the first interaction, so an automated follow-up sequence was implemented. For new leads, the CRM would enrol them in a multi-day follow-up flow if someone inquired but didn’t book an appointment.

They might receive a gentle reminder on WhatsApp a day or two later – “Hi, just checking in! We still have slots available this week if you want to tint your car’s windows.”

A couple more nudges could be sent over the next week, providing helpful info (like a link to see tint options or a customer testimonial) to keep building trust.

These follow-ups were done in a friendly, non-intrusive manner and stopped as soon as the person booked or if they indicated no interest.

Additionally, for those who booked an appointment, the system sent appointment reminder messages on the morning of the scheduled visit. This simple step helped customers remember and stick to their appointments, reducing no-shows.

We also built an automated booking alert that lands on the service manager’s WhatsApp each morning so they have appointments at their fingertips daily, no extra apps, no dashboard-hopping.

Post-Service Review Request

Another crucial automation was the review request sequence. After an installation was completed, the system waited 5 days and then automatically sent a polite WhatsApp message (and an email, if available) asking the customer for feedback and a review, with direct links to Infratint’s Google and Facebook review pages.

Because Infratint delivered an excellent service, customers were happy to oblige. Before this, Infratint’s online reviews grew slowly because the team was too busy to ask every customer manually.

With the CRM handling it consistently, there was an immediate uptick in review volume, increasing from roughly two new reviews per week to 15+ reviews per week.

Over a few months, this automated approach added hundreds of positive reviews, bolstering Infratint’s online reputation.

Targeted WhatsApp Broadcasts

Once engagement was built up, marketing broadcast campaigns were later introduced to leverage WhatsApp as a marketing channel.

We held back marketing broadcasts until WhatsApp proved its worth with pure utility, onboarding tips, service reminders, and nurture sequences that saved customers time.

Once the channel was trusted, we introduced one carefully timed marketing push per month, keeping the brand visible without ever feeling spammy.

Why we chose Wati.io for the speed of adoption

To avoid the “new-tool shock” that often derails chat projects, we anchored the build on something the staff could pick up in minutes: Wati’s clean, WhatsApp-native interface. Because the platform mirrors the consumer app, even team members who had never touched a WhatsApp Business Messaging Platform felt at home, whether logged in from the mobile app on the workshop floor or the desktop dashboard at reception.

We chose Wati.io as the communication gateway because its WhatsApp-native interface lets staff feel at home within minutes. Yet the engineering underneath is deliberately BSP-agnostic: every automation, chatbot flow and CRM sync sits in a modular layer that can plug into any Meta-approved Business Service Provider (Respond.io, SleekFlow, etc.) with only a few key changes.

So while Wati delivered the out-of-the-box ease our client needed, the solution is future-proof, ready to shift providers or scale to additional lines without rebuilding the stack.

While the Chatbot managed most enquiries, Infratint’s manager could hop on and take over a chat whenever necessary via mobile app or through a desktop interface on the web browser.

Whenever the chatbot was unsure or detected that the lead needed to speak to a human, it seamlessly performed a human handover.

We ran short hands-on sessions during rollout and shadowed the team for their first week. By day three, they managed enquiries, scheduled appointments, and tagged conversations like seasoned pros, freeing them to focus on complex tint consultations instead of copy-pasting the same answers all day.

*BSP = WhatsApp Business Solution Provider

Automated Touch-Points Synced Across Email & WhatsApp

Behind the friendly chat window, there is a lot of wiring. Our team architected and integrated more than 25 automated system messages – from booking confirmations and reminder nudges to post-service feedback requests, so each touchpoint fires in both channels: WhatsApp via Wati and email via the CRM.

To pull that off, we built a two-way bridge between the WhatsApp Business API and our internal marketing CRM:

• Single source of truth. Every customer action—clicking a booking link, replying to a promo, confirming an appointment—lands in the CRM first, then syncs to Wati in real time.
  
• Channel pairing. Each workflow sends a matching email and WhatsApp message, ensuring no customer slips through if they ignore one channel.
  
• Centralised reporting. Opens, reads, and replies are logged back to the CRM, giving the team a complete timeline of every interaction, no matter where it happened.

The result is coordinated communication that runs in the background for the customer.

Why We Skipped Using SMS.

SMS was on the table at the outset, but a quick reality check showed it wouldn’t pull its weight. Costlier per send, stripped-down in format, and increasingly filtered into “Unknown Senders” folders, traditional text couldn’t match the reach, richness, or reporting that WhatsApp delivers, especially in Singapore, where WhatsApp is the default messaging channel for most Singapore users.

1. Customer behaviour in Singapore
   More than eight-in-ten smartphone users here open WhatsApp daily, while promotional SMS messages often arrive in the “Unknown Senders” or spam folder on iOS and Android. If the goal is certainty of reach, WhatsApp wins hands down.
   
2. Richer, branded interactions
   SMS is text-only and 160-character-bound. WhatsApp templates let us include images, buttons, and quick-reply options so that a single touch point can carry brand visuals, a booking link, and an opt-out button—no clunky URLS or split messages.
   
3. Compliance & opt-in hygiene
   WhatsApp’s BSP ecosystem enforces double opt-in and template approvals, which keeps delivery rates healthy and protects the number from bans.
   
   Traditional SMS gateways rarely police consent as strictly, exposing the brand to higher spam complaints and potential PDPA issues.
   
4. Cost-effectiveness at scale
   With a 10,000+ contact legacy list, SMS costs rack up fast, especially when sending multi-part messages. WhatsApp’s template pricing is a fraction of that, and images or follow-up replies do not trigger extra per-segment charges.
   
5. Unified reporting
   The CRM-Wati bridge logs open, read, button clicks, and replies to a single timeline. SMS can only confirm carrier delivery (and not always reliably), leaving the team blind to real engagement.

WhatsApp gives Infratint richer content, better deliverability, and lower costs, while keeping the entire journey in one analytics dashboard. SMS couldn’t tick all those boxes.

Real-Time updates in the Inbox

Below is a redacted snapshot of the manager’s Gmail inbox. Every single entry is a workflow firing without human touch:

• A new enquiry lands → a customer record is created in the CRM.
• Seconds later, the first-touch WhatsApp reply is queued.
• Upcoming service reminders schedule themselves.
• Completed jobs trigger review requests.

The owner receives a daily summary in his email inbox – no additional dashboards or log-ins to manage. It’s a straightforward way to stay updated without adding complexity.

Behind the scenes, those quiet notifications serve as reassurance that the system is working: data is flowing, follow-ups are happening, and essential tasks are being handled automatically. The team, meanwhile, can stay focused on the workshop floor, where they’re needed most.

Observed Outcomes

After several months of using the system, Infratint observed steady improvements across key areas of its operations. Here’s a look at the most notable shifts:

• Approximately 40% increase in conversions: More enquiries were turning into bookings. With faster responses and consistent follow-ups, Infratint saw higher engagement and appointment rates, generating more value from their existing lead pool.
  
• 38% reduction in Customer Acquisition Cost (CAC): By reactivating past customers and improving conversion efficiency, Infratint reduced its average cost to acquire a new customer without raising ad spend. This improved overall marketing ROI.
  
• Daily jobs nearly doubled – The number of vehicles serviced increased from an average of 4–6 per day to around 9–12. With better scheduling and fewer no-shows, the team could handle more installations without expanding headcount.
  
• Average response times under ten seconds: New enquiries are now answered within seconds through the WhatsApp chatbot, compared to previous delays that could stretch into hours. This prompt response has helped improve customer experience and reduce the risk of losing leads to competitors.
  
• 35% fewer no-show appointments: Automated reminders and rescheduling options made it easier for customers to follow through. Fewer missed appointments meant more efficient use of workshop time.
  
• Improved online reputation: Infratint’s total reviews across Google and Facebook grew from just over 400 to more than 1,060 in less than six months. The increase reflects a smoother customer journey and greater overall satisfaction.

Methodology

How we calculated the figures

• Conversion-rate uplift (+40%)
  Definition: Booked installations ÷ qualified enquiries.
  Qualified enquiry = any lead that (1) completed the WhatsApp chatbot’s name/vehicle prompts or (2) submitted the web form, and (3) responded to at least one follow-up message.
  Window: Measured across a rolling 30-day period before launch (Sept 2024) and the same 30-day window after the full automation went live (Dec 2024). The rate rose from 17% to 24% — a 40% relative increase.
  
• Customer Acquisition Cost (CAC) drop (–38%)
  Definition: Total paid-media spend (Meta & Google campaigns only) ÷ first-time customers in the same month. We exclude repeat customers and organic/word-of-mouth leads.
  Window: Average monthly CAC for Q3 2024 (pre-automation) versus average monthly CAC for Q1 2025 (post-automation). The figure fell from SGD 83 to SGD 51 per new customer — a 38% reduction.

Why it matters: by tying both metrics to booked-and-paid jobs (not mere clicks or chats), we measure business impact rather than vanity metrics.

These metrics were achieved without adding new hires to handle inquiries. Through automation, Infratint levelled up its customer service and marketing efficiency, translating directly into more business and lower costs.

Customers often left positive 5-star reviews, citing quick WhatsApp responses as one of the key reasons for their positive experience.

Customers appreciate quick WhatsApp responses and ease of booking as part of their experience, even after office hours.

Automated WhatsApp Workflows Keep Infratint’s Workshop Fully Booked

Why It Matters

The impact of these changes went beyond numbers. For Infratint, the new system brought meaningful improvements to daily operations, customer relationships, and overall business sustainability:

• Operational Efficiency
• With routine interactions now automated, Infratint’s lean team can manage a higher volume of work without added stress. The service manager, who previously spent hours replying to WhatsApp messages, can now focus on higher-value tasks, such as assisting serious buyers or overseeing operations.
  
  The business has scaled its service output by reducing manual effort without expanding headcount.
  
• Improved Customer Experience. Customers now move through a more seamless journey—from enquiry to service completion. Instant replies, self-service bookings, and automated reminders have made the process easier and more convenient.
  
  This responsiveness helps build trust and gives the impression of a well-organised, customer-focused business, encouraging repeat visits and positive word-of-mouth.
  
• Reinforced Brand Reputation
  A consistent stream of positive reviews and responsive engagement via WhatsApp has strengthened Infratint’s public image. Potential customers looking online see a well-rated business that actively supports and communicates with its clients.
  
  Regular, helpful messages—not just sales content—have helped build long-term goodwill within their existing customer base.
  
• Improved Marketing Efficiency
  
  With better lead capture, faster response times, and improved follow-up processes, Infratint is getting more out of each marketing dollar. Re-engaging past leads (at no extra cost) and converting more of them into customers has significantly lowered their Customer Acquisition Cost.
  
  This efficiency frees up budget for reinvestment or increases profitability, supporting longer-term, sustainable growth.

Key Impacts

• Installs increased to 9–12 cars/day from 4–6 on average (+110%)
  
• Customer acquisition cost fell by 38%
  
• Response time now < 10 s (was ~60s)
  
• The manager now only focuses on high-intent queries.
  
• Calendar utilisation optimised – bays booked days in advance.
  
• No-shows reduced by 35%
  
• Reviews 400+ → 1,060+ (+165%)
  
• Repeat-business uplift (≈ 2.5% re-booking per monthly broadcast)

Repeat-Business Uplift

Each WhatsApp broadcast now reaches over 10,000 existing customers—people already familiar with Infratint’s services. Before launching the automation system, we estimated a modest 1–2% re-booking rate. The average has held closer to 2.5%, resulting in roughly 250 repeat appointments per message sent.

Because these are returning customers, there’s no acquisition cost and very little friction; most tap the booking link, choose a slot, and turn up. These repeat visits help fill the workshop’s two bays in advance, providing a dependable baseline of bookings even before new leads are factored in.

The channel stays relevant and respectful by sending just one value-focused monthly broadcast, balancing engagement with restraint.

Infratint’s Owner Feedback

“[Bro], thanks to your system, we have saved a lot of time in following up in whatsapp. Really made life a lot easier for us. Thanks so much 🙏🙏. If can reach 18 to 20 cars a day, we will buy and expand the next lot next door to handle the load better. Please feel free to use this as a testimonial.”

Sherman Chan
INFRATINT Owner

Conclusion

Infratint’s experience shows how a well-considered CRM and automation strategy can help small teams work smarter. What was once a flood of unmanaged WhatsApp enquiries is now a structured pipeline supporting customers and staff.

By taking a WhatsApp-first approach and layering it with thoughtful automation, Infratint improved its response time, increased conversion rates, and significantly raised its daily service capacity—all without expanding the team. The customer experience also improved significantly: clients now enjoy faster replies, easier booking, and clear communication throughout their journey.

This case study demonstrates how operational improvements and the right digital tools can lead to measurable, meaningful growth when aligned to real business needs.

Interested in similar efficiencies?

Book a free 20-minute call, and we’ll audit your current response times, follow-up process and review momentum.

At Zeta Media, we don’t just install the latest tool and call it a day. We take the time to understand how your business runs: where enquiries come in, how your team works, and what tools you already rely on. From there, we design a system that fits naturally into your operations—connecting the dots with intelligent automation, shared data layers, and carefully timed triggers.

The outcome is a system that improves efficiency and customer experience without adding extra dashboards or disrupting your workflow. It runs in the background, helping your team do more with less effort.

Beyond the tool: execution expertise

A WhatsApp license alone won’t transform your business.

Many providers offer access to their platform, hand you a login, and leave the rest to you. What often follows is another tool to manage fragmented data and one-way broadcasts that rarely lead to real bookings or long-term customer value.

At Zeta Media, we focus on the bigger picture – building systems that integrate, engage, and convert.

Zeta Media vs Platform-Only: What’s the Difference?

Why experience matters

1. Messaging isn’t the same as marketing. Tools send messages – strategy drives outcomes. That’s why we start with customer behaviour, not just software features.
   
2. Integration creates leverage.
   Automated replies connected to live inventory, service availability, or payment status consistently outperform generic blasts, converting up to six times better.
   
3. Compliance protects your momentum.
   Meta can limit or suspend accounts without warning. Our quality monitoring keeps your sender reputation in good standing so your messages continue to reach customers.
   
4. Data is an asset.
   When every conversation loops into your CRM, you build a customer history that enables more intelligent segmentation, better timing, and valuable follow-ups.

The bottom line

Opting for a low-cost vendor or DIY WhatsApp license might seem efficient, but the actual cost often shows up in missed opportunities, wasted staff hours, and account disruptions. Zeta Media delivers not just the platform, but the thinking behind it – strategy, implementation, optimisation, and ongoing support, so the system provides results.

You don’t need to change everything overnight. Sometimes it’s about fixing one small but painful part of your process, like slow replies or forgotten follow-ups, and watching the ripple effect unfold.

If that sounds familiar, let’s chat. No pressure, no jargon – just a clear look at where your follow-up system could work harder for you.