THE Biscoitê is not a recognised word in Portuguese or any other language. Could you please provide the context in which you saw this word? Knowing the surrounding text will help me provide an accurate translation.A specialist biscuit gift company, with collectable packaging, saw its average order value increase by 120% on WhatsApp sales after implementing Whizz Agent, the AI agent. OmniChat The translation of "OmniChat" from Portuguese to English is straightforward as it is a proper noun and a brand name. Proper nouns and brand names typically remain unchanged across languages. Therefore, "OmniChat" remains "OmniChat" in English.Leader in chat commerce in Brazil and WhatsApp Business Solution Provider (BSP).
Founded in 2012 and currently operating 73 stores across 15 Brazilian states, Biscoitê began its digital transformation during the pandemic, when it started selling via WhatsApp in a more informal manner. With growing demand, the brand implemented the OmniChat platform to automate communications and, in 2023, integrated Whizz Agent, internally nicknamed "Maitê", to scale customer service and sales.
"The conversational channel has proven to be more than just a temporary alternative; it's become a growth engine with a ROI higher than our e-commerce," says Clara Calderano, Head of Digital at Biscoitê. "Our AI simultaneously serves over 100 customers and maintains personalized communication that reflects the essence of our brand."
The implementation strategy was phased, with 15% of the campaigns initially targeting AI. Today, approximately 70% of the service is handled by Maitê, trained using best practices and scripts from human salespeople. Thanks to natural and personalized language, the use of artificial intelligence with customers has proven effective, and many don't realize they're speaking to a tool during a large portion of the service interaction.
The success of the initiative is based on a collaborative model between humans and AI that leverages the best characteristics of each. "We've created an ecosystem where our most experienced agents feed the AI training, while the technology frees up the human team for situations requiring greater sensitivity and creativity," explains Clara. The company has developed an intelligent transfer system where more complex inquiries or special negotiations are automatically routed to human agents, ensuring the best possible customer experience.
At Biscoitê, we are always striving to unite tradition and innovation, and the use of artificial intelligence in WhatsApp customer service is a clear example of this. Maitê allows us to scale our operations without compromising the care and personalization that are hallmarks of our experience. With an integrated operation between e-commerce, physical stores, and automated service, we are prepared to serve our customers with speed and excellence, at any time of the day. We are very pleased with the results and confident that this is just the beginning of a new phase of growth," states Raul Matos, CEO of Biscoitê.
Daily monitoring of conversations allows for constant adjustments to the algorithm, in a continuous learning process. "There's a symbiosis between human work and AI. Our colleagues analyse the interactions, identify success patterns and bottlenecks, continuously refining Maitê's performance. We're seeing the agent becoming increasingly prepared for campaign launches, ready to handle an infinite number of customers wanting to complete their purchases simultaneously, and at any time," the executive adds.
"Biscoitê's experience exemplifies how businesses are transforming their operations by centralising their communication channels into an integrated strategy with generative AI," says Mauricio Trezub, CEO of OmniChat. "WhatsApp has transitioned from simply being a contact channel to becoming a robust sales platform that, with intelligent automation, operates 24 hours a day without losing the human touch."
Among the differentiators of the implemented model is the integration between the OmniChat system, the e-commerce platform, and the point-of-sale systems in the physical stores, which function as Hubs For online sales deliveries. In certain locations, orders can be delivered within two hours, significantly improving the customer experience.
The results were even more impressive; we tripled our ROI compared to the same period as Easter 2024. With the overflow from the campaign blasts, 100% completed within Whizz (Maitê), we achieved even higher sales, with a 31% increase in overall WhatsApp sales, delivering results as positive as what we did at Christmas," concludes Clara.
