M.Video processes up to 60% of client calls using AI

2021: Implementing Virtual Assistant

The M.Video brand (part of the M.Video-Eldorado group) "hired" virtual assistant Alyona, who independently processes up to 60% of client appeals. Voice processing technologies allowed the company to reduce the burden on contact center specialists, reduce the response time to requests and increase the level of customer satisfaction and loyalty, M.Video-Eldorado reported on June 16, 2021.

The M.Video network has introduced a system of robotic customer support using artificial intelligence on the site, in the application and popular instant messengers (WhatsApp, Telegram, Viber). Artificial intelligence in the person of Alyona's virtual assistant recognizes up to 98% of requests and simulates live communication in the question-answer format. The total level of automation of incoming requests in May 2021 exceeded 40% - more than 60,000 requests per month. According to some scenarios, Alyona closes more than half of the requests, for example, the provision of order status is 52% automated, the service for extending or canceling the reserve is 60%, the company said.

The solution is based on a set of service and recommendation scenarios. Alyona is integrated with internal IT and CRM systems of the company and is able to prompt the status of an order or appeal, talk about the rules of the loyalty program and current promotions, clarify the availability of goods, the schedule of stores, delivery details, the procedure for exchanging, returning and issuing a loan. It can also access the customer's cart, history of previous orders, and views to assist in ordering, selecting necessary accessories, services, or consumables.

Moreover, the competence center for speech analytics "M.Video-Eldorado" is developing natural language processing (NLP) services for Alyona - classifiers, mechanisms for extracting entities and building an optimal scenario for dialogue and recommendations. For example, when you create a model, you can select key user terms during communication and relate them to the corresponding characteristic attributes from the product specifications. Thus, the chatbot understands which device and with what characteristics the client is looking for and can advise the most suitable options from the directory.

The level of customer satisfaction (CSI) from communicating with the bot is higher than from communicating with the operator and averages 85%. Alena is considered the most effective in resolving issues on the status of the order (91%), providing background information (90%), clarifying the rules of the loyalty program (85%).

"We began to develop the direction of speech analytics a year ago and have already achieved a significant result. In the context of the development of mobile technologies and the transfer of all processes to digital, customers expect from us an ever higher speed. We meet these expectations by ensuring almost instant access to support, as well as effectiveness in addressing the issues we are approached with. The group improves communication channels, automation and speech analysis technologies. We see great potential in the development of this direction - where the contact center operator needed 2-3 minutes to obtain information about the client, his orders, possible recommendations for services or goods, the digital consultant manages in seconds and at the same time more accurately. The company plans to further expand the functionality of chat bots, develop its area of ​ ​ responsibility, for example, in creating appeals, and teach it to better understand customers. At the same time, contact center specialists will be able to focus on solving more complex issues, "said Stanislav Gorshenin, director of client service management at M.Video-Eldorado Group.