What are the domestic intelligent customer service robots? – Webpower's response
As a veteran marketing company with 20 years of experience, Webpower has served numerous top brands, including Sony, Starbucks, and Nike. Our service industries encompass B2B, B2C, retail, travel and hospitality, industrial manufacturing, and many more. Based on years of industry observation and client experiences, we are pleased to share our detailed insights on domestic intelligent customer service robots.
In recent years, many companies have started implementing AI customer service, AI outbound calls, and customer service robots. It's undeniable that this offers brands another operational choice. However, most brands that lack technical expertise actually do not know which companies have more mature customer service robots. Choosing solely based on the fame and size of the development company would be too superficial.
We at Webpower will utilize the information we have to explain the current state of domestic intelligent customer service robots, how to use them, how to select them, and the value they can create.
The article might be a bit lengthy, so we suggest bookmarking it for later reading:
1. Keywords: Big Data, Customer Acquisition
- Step 1: Segmenting 500 Million Users
- Step 2: How to Precisely Reach Users
- Step 3: Secondary Filtering and Follow-up Contact After Performance Tracking
二，Keywords: First-party Data, Second-party Data, Simultaneous Utilization
三，Keywords: AI Outbound Robot (Intelligent Customer Service Robot), New Touchpoints, Refined Operations, Maximizing Customer Value
Two Problems Faced by Brands
How to Solve the Two Problems
四、Keywords: AI Outbound Customer Service Robot, Common Phenomenon, Technological Advantages
The Most Difficult Points for AI Outbound Calling
The Advantages of Our AI Outbound Calling in Collaboration with Webpower and JD.com
When evaluating the quality of a company's intelligent outbound calling product, we should not only look at the product itself but also consider how much value it can create for us.
We have always believed that a standalone intelligent AI outbound or customer service robot can only serve as an AI customer service agent, handling simple tasks such as customer follow-ups, notifications, surveys, and promotions. From this perspective, its value is limited to that of a phone customer service representative.
Therefore, we can see that many companies bundle intelligent voice customer service and text customer service, collectively calling them intelligent customer service or robotic customer service. However, for those of us who have been in marketing for ten years, this kind of simple bundling brings value only in terms of quantity, without a substantial breakthrough—you can still only earn what a customer service representative can earn.
So, starting around two years ago, when private domain traffic and member SCRM (Social Customer Relationship Management) became popular, we began to ponder—if we use the intelligent customer service robot as a new touchpoint, integrate it into the SCRM system, and link it with big data, private domain traffic, and community operations, could it lead to a breakthrough in value?
So we teamed up with JD Technology to create an integrated intelligent customer service robot system and developed a set of "site-wide integration" marketing strategies. Let me now explain in detail how we plan to implement this.
1. Keywords: Big Data, Customer Acquisition
JD, as a large user traffic pool, if we can channel its high-net-worth customers to the brand side for precise marketing incubation, the value created in the future will be far beyond that of a customer service representative. Therefore, to achieve the "integrated intelligent customer service robot system", the first component is JD Technology's setup of a "Jing Xiao Zhi" traffic diversion platform. The diversion actions on this platform are mainly divided into three steps.
Step 1: Segmenting 500 Million Users
To put it simply, this platform can integrate the big data of 500 million active users on the JD platform, generate tags based on consumer behavior, further create user profiles, and then proactively capture users that match the brand's positioning and target audience. This is the first step.
Step 2: How to Precisely Reach Users
Once the target customers are matched, the next step is to find ways to reach them. JD's system primarily uses the Dongdong chat and SMS to contact users within the platform. However, it is not as simple as mass messaging. If it were that simple, anyone could do it, so what makes it special? The key lies in the intelligence level of the outreach. It’s not just about sending out bulk messages; the system will automatically decide when to send, which phase of the user cycle to target, what to do if the user doesn't reply, how to differentiate messaging for different users, and so on...
Let me give an example:
When the system detects that within six days a user has viewed a specific product from the brand more than twice, it automatically identifies this user as a potential customer and will trigger the sending of a Dongdong message.
Step 3: Secondary Filtering and Follow-up Contact After Performance Tracking
Generally speaking, our first round of outreach, although we strive to refine the granularity, doesn't usually achieve the best feedback results. In reality, the first round of outreach acts as a test, allowing us to identify the most promising potential customers through data monitoring.
At the same time, we shouldn't give up on customers who are not highly engaged, or on dormant and lost customers. Instead, based on the feedback from the first round, we should carry out a more targeted second round of outreach to re-engage and win them back. This approach allows us to maximize the extraction of user value.
For instance, when the system detects that some users have added products to their cart but later removed them, it will automatically trigger Dongdong messages and SMS notifications to try to win them back.
One of the home appliance brands partnering with us on Jingxiaozhi, with an average order value of over 3000 RMB, achieved a transaction volume of over 2.5 million RMB during last year's Double Eleven event. The conversion rate was 1.38%, significantly higher than the industry average.
These are the traffic diversion aspects of the "site-wide integration" marketing strategy. You might be wondering, what does all this have to do with AI outbound calling? Hold on, here it comes!
二，Keywords: First-party Data, Second-party Data, Simultaneous Utilization
Earlier, we mentioned our collaboration with JD's intelligent customer service robot system to utilize big data and existing data. I imagine many people are curious whether this application only includes data from the JD platform and whether the system can also revitalize and make use of a company's own existing data.
Here, let's first clarify two concepts: first-party data and second-party data.
First-party data: This refers to user data and traffic pools that are owned by the brand itself.
Second-party data: This refers to the big data and traffic pools available on the JD platform.
Our collaboration with JD Technology on this intelligent customer service robot system can analyze and leverage both first-party and second-party data. It can function independently as a customer acquisition platform, directing traffic from JD's pool of 500 million users to the brand's own traffic pool, as well as performing high-quality customer screening and targeted operations.
At the same time, it can also function as a standalone customer service robot system, effectively analyzing and utilizing the company's own first-party data, and managing and operating its own customers.
However, the most growth-potential approach for our collaborative intelligent customer service robot system with JD Technology is to integrate it into the brand's own CRM membership system. By doing so, the system can connect JD's second-party data with the brand's first-party data. This essentially means conducting business while standing on the shoulders of a giant like JD, significantly boosting both traffic diversion and operational efficiency.
三，Keywords: AI Outbound Robot (Intelligent Customer Service Robot), New Touchpoints, Refined Operations, Maximizing Customer Value
In the past few years, most B2C companies could make money simply by focusing on the first step of traffic diversion mentioned earlier. However, in recent years, brand owners have clearly felt the following two shortcomings:
The massive amounts of acquired traffic cannot be managed with precise, targeted operations.
The effectiveness of unilateral outreach, traffic diversion, and operations is gradually diminishing.
To address these two challenges faced by brands, we began utilizing AI technology to implement intelligent outbound calling and intelligent customer service robot systems. These systems are designed to act as new touchpoints, parallel to traditional channels like Dongdong, SMS, and WeChat, thereby expanding and supplementing the traditional touchpoints.
Our collaborative intelligent customer service robot system with JD addresses the shortcomings of traditional touchpoints in the following three ways:
1.Compared to the unidirectional outreach of WeChat, SMS, and email, AI outbound calls enable bidirectional interaction with users.
2，Utilizing the interactive functionality of AI outbound calls to implement multi-scenario marketing actions, such as:
- Driving private domain traffic conversion (increasing followers, inviting customers to stores);
- Member operations (event notifications, new customer activation, existing customer re-engagement);
- Order scenarios (pre-sale invitations, payment reminders, post-sale follow-ups, etc.)
3.Leveraging the immediacy of AI outbound calls to conduct efficient user feedback and analysis, providing a basis for subsequent marketing decisions.
Naturally, no matter how much we extol our own virtues, it may come off as self-promotion. Let’s take a look at some real-life case studies instead:
For instance, a certain beauty brand (we can't reveal the name to avoid any issues with the brand), during last year's Double 11, integrated the JD Xiaozhi traffic diversion and AI intelligent customer service robot touchpoints into their existing marketing steps by collaborating with us. In just about 7 days, they reached an additional 370,000 users, had a connection rate of over 51%, and achieved over 3.6 million in GMV. Additionally, they managed to convert 91% of the hesitant users.
So you see, marketing requires a combination of strategies to truly create value that exceeds the sum of its parts. A single small measure alone cannot achieve a quantum leap in value.
四、Keywords: AI Outbound Customer Service Robot, Common Phenomenon, Technological Advantages
The intelligent customer service robot market already has many players, providing a wide range of options. However, as I mentioned earlier, it ultimately depends on what the brand needs. Are they looking for a simple replacement for human customer service, or do they need an integrated marketing system that can achieve a value synergy where 1+1>2? Brands should make this choice based on their specific needs.
However, as a major company, JD Technology's advantages in AI technology are conspicuous even with just the basic functionalities of AI outbound calling and intelligent customer service robots. While many companies offer similar functionalities, several key factors to consider when choosing AI outbound calling are: high level of realism, strong learning capability, quick response time, ability to handle multi-turn conversations, and high cost-effectiveness.
Among these, we believe the most challenging technical breakthroughs are the following two:
1，AI outbound calling has strong learning capability.
2.It can handle multi-turn conversations.
I think many of you have received AI voice calls. In terms of realism, many companies can achieve a tone and intonation that is indistinguishable from a real person. However, if you engage in a detailed conversation and ask questions, the system often reveals its limitations. Many systems can't sustain a conversation for more than a few turns before they start providing irrelevant answers or responding very slowly.
The fundamental reason for this is the limited technical capability and R&D budget of these companies. On the other hand, a major company like JD has substantial R&D resources and well-established technology. Based on our experience, JD Technology's intelligent outbound calling and AI customer service robots differ from those available on the market in the following ways:
1.Strong learning capability
Learning capability is an essential standard for reflecting AI technology achievements. This might sound a bit abstract, but after artificial intelligence is developed, it requires a learning period to enhance its intelligence and effectiveness.
Take AI outbound calling and intelligent customer service robots for example. Initially, they are just programs. To achieve seamless and fluent interactions later on, it is necessary to continuously expand their question-and-answer vocabulary, among other things. This process is called learning.
In our collaboration with JD on the AI outbound calling and intelligent customer service robot system, we benefit from JD's unique R&D capabilities, enabling AI to quickly learn new dialogues and respond rapidly. It can recognize up to 8 seconds of customer speech and respond within 1 second.
2.It can easily handle more than 10 rounds of conversation with customers.
Currently, this level of performance is difficult to achieve in the market. Ordinary AI outbound calling systems and intelligent customer service robots often struggle to continue the conversation after just 5 rounds of dialogue.
If you don't believe it, you can try calling some official numbers and chat with their AI to see for yourself. In contrast, JD Technology's AI outbound calling and intelligent customer service robots can easily handle more than 10 rounds of dialogue.
3.High realism
Our collaboration with JD Technology's AI outbound calling and intelligent customer service robots has achieved not only basic human-like tone and timbre but can even simulate the breathing and pauses of a human customer service agent. Coupled with the previously mentioned capability of handling 10 rounds of dialogue and a response speed of 1 second, customers may not even realize that they are interacting with an AI customer service agent, which can enhance their perception and goodwill.
4.Automatically collects user feedback, and analysis reports are generated automatically.
5、Millions of outbound calls are conducted automatically without the need for human intervention, making it truly intelligent.
These are some of the applications of intelligent customer service robots and AI outbound calling that our company has learned through our collaboration with JD Technology. We hope this information is helpful to everyone. Thank you!
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