When artificial intelligence creates value: PSP and Ellysse deliver a customer-focused project
An ambitious customer-focused project within a paper-based promotion, designed using artificial intelligence with our partner Ellysse.
Together with our partner Ellysse, we worked on an ambitious intelligent chatbot project, carefully designed and developed to give consumers a high-quality customer experience within the 'Mulino Bianco Colazione 2022' reward promotion.
Our client Barilla needed an intelligent, self-service channel among its touchpoints, capable of:
- successfully handle a very large number of contacts simultaneously
- be available at all times, without restrictions on hours or holidays
- resolve the request immediately with a comprehensive response, avoiding the consumer switching to another channel after an unsatisfactory chatbot answer.
The solution we designed and developed using our partner Ellysse's technology was a chatbot with natural language recognition. AI-driven, it is built, trained and continuously taught by our in-house BOTrainers. Their understanding of consumer relationships and promotional initiatives allows them to anticipate potential difficulties in the conversation flow, avoiding misunderstandings that could cause users to abandon the conversation and switch to another channel.
A project strength is drawing on varied data to build a one-to-one relationship with each customer and provide truly personalised answers. Configuring a bot to answer general questions such as 'How long does the promotion last?' or 'Which products qualify?' is different from teaching it to answer 'Where is MY prize shipment?' or 'Has MY points card been validated?' correctly.
Jeko, our CRM, played a strategic role by collecting every ticket from telephone channels, contact forms and social media. Regardless of the inbound channel, tickets are routed by human operators or, often, automation to the right people to respond to the consumer.
Any customer care project may provide multiple contact channels, but they must all feed into a single system in order to:
provide better customer service
avoid duplicate tickets
make the most of collected data
ensure consistent and coherent responses
We are proud that Barilla chose us for this project, where, as in the best teams, everyone had a clear role and worked towards success. Our partnership with Ellysse laid the foundation for a collaborative project centred on the consumer and their experience. The chatbot demonstrated considerable potential and advantages: it is up to companies to apply them effectively.
