Der Goldmann Nordhorn
Nine WhatsApp automations, driven from their own Cockpit
Der Goldmann connected its own CRM and checkout system to CommuniQate through a single webhook: every WhatsApp action starts or ends in the system the team already works in
The customer journey in nine automations
From request to Google review and reactivation when the gold price rises: every step runs through WhatsApp and lands in their own Cockpit.
From request to callback appointment, fully automatic
The Cockpit drives this conversation itself: the confirmation with the photo request right after the request, and the missed call message at the press of a button. The customer's choice automatically sets a reminder in the system.
Good day! Thank you for your request (number 4271) with Der Goldmann Nordhorn. Feel free to send a photo of your items already, then we can quote you a price in advance.
Here you go, two gold rings and a necklace.
Thank you! We will call you today with a first price. You are always welcome to drop by without an appointment.
We just tried to call you, but could not reach you. When would be the best time to call you back?
Tomorrow
Noted, we will call you tomorrow! The reminder is automatically in our system. ✅
The challenge
Der Goldmann Nordhorn buys gold, silver, jewellery, dental gold and coins from private individuals, with a free valuation, immediate payout and no appointment needed. The shop is part of the nationwide Der Goldmann Gruppe (founded in 2010, more than 200,000 customers, 5.0 stars on Google) and also draws customers from Dutch border towns such as Oldenzaal.
- Leads came in through the web form and by phone; following them up was manual work and depended entirely on calling.
- Missed calls and customers who said "later" often never came back.
- After a purchase nobody asked for a review in any structured way, and customers who had dropped off were unreachable when the gold price went up.
On top of that, the owner set two hard conditions: everything has to stay in their own Cockpit, the CRM and checkout system the team already works in, and the promise of "no appointment needed" must not be sacrificed anywhere.
The solution
The solution is surprisingly compact: the Cockpit sends every message as a simple data packet to one secured webhook automation in CommuniQate. CommuniQate then picks the right approved WhatsApp template and fills in the name, request number, amount or time automatically. That is how nine automations came about, without a second system for the staff.
- From the request confirmation with a photo request to the missed call message, the review request, the gold price update, the no-show reminder, the referral reward, the gold alert and the expiring offer: the flows cover the whole customer journey.
- Every button a customer presses in WhatsApp comes back into the Cockpit as an action: a new request, a reminder on a date, a task for the owner or a closed file.
- Which WhatsApp template belongs to which automation is set in CommuniQate, so changing the wording does not need a developer.
- Consent is properly arranged: separate opt-ins for WhatsApp and for marketing, "STOP" blocks everything, and built-in limits (such as the gold price update at most every 60 days) prevent spam.
Every message sent and every reply is logged in the Cockpit, so staff can see in the customer file exactly what happened via WhatsApp.
How it works in practice
- 1A request through the website or WhatsApp gets an immediate confirmation, asking for a photo of the items so the shop can quote a price in advance.
- 2Cannot get a customer on the line? One button in the Cockpit sends a WhatsApp message in which the customer picks a callback moment themselves; that choice automatically sets a reminder in the system.
- 3Three to four hours after a completed purchase, the review request follows: at 4 or 5 stars a link to Google, at anything lower a task for the owner to put it right.
- 4Customers who turned down an offer earlier get a message as soon as the gold price has risen enough, only with marketing consent; one button turns the old file into a new request.
- 5No-shows, expiring offers, gold alerts and referral rewards run by themselves too, and "no appointment needed" simply stayed in place: the customer walks in whenever it suits them.
Conclusion
Der Goldmann shows what is possible when WhatsApp is not a separate channel but an extension of your own system: one webhook, nine automations, and every reply from a customer automatically becomes an action in the Cockpit. The team simply works in its familiar screen, and all the customer notices is that Der Goldmann always responds on time and personally, neatly within the WhatsApp rules on consent and frequency. And the promise the business revolves around, a free valuation without an appointment, stayed fully intact.
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