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.
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:
