13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications. The early deadline is on December 3rd, 2020.

From the 12th Annual Shorty Awards

The “Michael Kors Concierge” Customer Service Chatbot

Finalist in Chatbots

About this entry

Knowing that much of our audience is on social, Michael Kors wanted to create an experience that was efficient, fun, interactive and, most importantly, convenient for its customers. Enter Messenger and the Michael Kors Concierge.

Why does this entry deserve to win?

By interacting with the custom-built Messenger bot, Michael Kors customers could browse over 110 frequently asked questions sorted by topic, or type in their questions and automatically receive relevant   answers. To help organize the FAQs and formulate the best responses, the Kors team looked at data across its customer service and social channels to help prioritize the information and adjust the responses. The team found that the bot was extremely effective in answering general questions related to topics about return policies, repairs, warrant information and payment options. 


For more specific questions that couldn’t be servied with an automated response, customers were connected with a live agent—ensuring they received the highest level of service possible. The hand-off rate from the Chatbot to a live agent went from 7.6% in the first version of the Chatbot, to 3.4% in Michael Kors Concierge V2 thanks in part to an expanded FAQ database and an emphasis on natural language training. 


By responding to more people, and engaging with both positive and negative comments, Michael Kors saw a 42% decrease in negative messages. In just one year, Michael Kors increased its Facebook customer response rate to 97%, and received a “Replies Instantly” badge on Messenger.


Over the course of the year: 


Produced by

Michael Kors


About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.