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Go-MMT (NASDAQ – MMYT)
India’s largest online travel aggregator – we sell Flights,
Hotels, Bus, Trains, Cars and Activities.
Technology can convert
scarcity into abundance
Personal Travel Agent @ scale
GIA
The Goibibo Support Bot
Where can you find GIA
How does Gia work?
Seat Selection
Regular Flow Lets bake some conversational AI into it
Seat Selection
On WhatsApp
Data & Customer Anecdotes
Get Hotel Voucher Select Seats Web Check-In
Login with WhatsApp
Login with WhatsApp – What’s the response been like?
Users who Login with WhatsApp begin a conversation with us and continue with
engagement with Goibibo via WhatsApp.
~5000 users use this on a daily basis & is one of our more popular Login Channels
without any additional push to users.
Collecting User Reviews and Ratings on WhatsApp
Our Review Conversion % spiked after we launched the
WhatsApp flow.
#1 – was the date when we launched this feature.
Other numbers correspond to changes in messaging formats
and various continuous improvement iterations we had done.
Meals Taking payments friction away
Reducing Contact Ratio from 52% to 4% in 8
months with a 20% upside in NPS – using Gia.
Where we were?
• High Contact Ratio - For every 100 customers booking
train tickets in a day, we were receiving around 52 calls
related to post booking queries.
• Booking train tickets is a high growth line of business –
but scaling it in the existing manner meant we would only
widen our losses. Problem!
• Trains is a product line with high mass usage – which
meant we weren’t dealing with all sophisticated users!
Why Gia & What we built ?
• Why use Gia – because chat is intuitive that everyone knows how to use! So we built an
in-house technology platform to solve this problem.
• Build pipelines: Redirect users from an expensive channel (voice calls) to a cheaper
channel (Gia bot)
• Communication is key - Different responses for when & how you asked the question,
while mirroring the identity of the brand.
• Balanced (Equitable) Channel : Figuring out when to hand over to a Human Assistant.
What did we Measure?
• Every step of a conversational funnel – daily! This includes technical and customer
metrics.
• Customer’s interactions on Gia: Daily Users, Repeat Users
• Self Service Rates: Gia to Agents Interaction Rate
• Intent based Analytics
• Human Interactions Saved through the bot
• Satisfaction Score of GIA – Thumbs Up / Thumbs Down
• Finally – Impact on Net Promoter Score
How we iterated? – Build Fast & Learn Faster!
• Learn from everywhere
a. Data
b. Customer’s Feedback
c. Behavior of Users
• Speed of execution – Daily Sprints with a dedicated pod
• Highlight progress in a regular cadence with the Leadership Team
What started happening? Slowly at first and then suddenly
70% Reduction in Operational Costs
$1 Million per annum Savings
Increase in NPS by 20%
And… Business Tripled & still
continues to grow!!!
5 Key Learnings
1. Customer Success is a team work
Tech Product Design Process
Excellence
Contact
Center
What ends up happening?
Bot works well but things fail
during a human chat.
The bot response is correct but is
missing key information.
Everything is there but customer
can’t make sense of it.
Everything works, but you lose
money on every interaction.
The bot rarely works and customers
are disappointed.
Recipe for customer success!
2. 360 Degree Customer Understanding is critical
Learn From Data Learn Qualitatively Learn from Design
Eyeballs
2. 360 Degree Customer Understanding is critical – More Examples
Learn From Data Learn Qualitatively Learn from Design
3. Building Intelligence
• The welcome message is according to where the user is coming from and what they
have last done on Goibibo
Starting off from where the user left off
• If the NLP score is low
• If the same intent is being asked repeatedly.
Real Time Intervention
• Only 33% of input to the bot comes from text. Rest are all button clicks.
• Telling the user what the bot can & can’t do through the UI is critical to set right
expectations.
Visual Design plays a great role
4. Chasing the right metrics for your business
Contact Ratio
Reduction
• What proportion
of customers
who transact
with us, call us?
Human
Interactions Saved
• What proportion
of customer
queries on the
bot did not lead
to a call on the
Toll Free
number?
Happy Intents
• What proportion
of the bot’s skills
received a
“Thumbs Up”
more than
“Thumbs
Down”?
5. Blending the human agent with the bot
5. Blending the human agent with the bot
Knowing when to involve a human chat agent
How to measure the human agent’s
performance
Build internal tooling necessary to make
agent concurrency on chat higher than voice.
Final Takeaway
Signs of Customer Validation!
Building a chatbot is very easy – your team can build one today.
But, building a contextual & intelligent chatbot that solves a
business problem takes focused effort – but doable.
Seshadri Vyas M
Product Head – Customer Experience
@izotope86
www.linkedin.com/in/seshadrivyas

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Gia Chatbot - Goibibo, MakeMyTrip (Go-MMT)

  • 1. Go-MMT (NASDAQ – MMYT) India’s largest online travel aggregator – we sell Flights, Hotels, Bus, Trains, Cars and Activities.
  • 2. Technology can convert scarcity into abundance Personal Travel Agent @ scale
  • 4. Where can you find GIA
  • 5. How does Gia work?
  • 6. Seat Selection Regular Flow Lets bake some conversational AI into it
  • 8. Data & Customer Anecdotes
  • 9. Get Hotel Voucher Select Seats Web Check-In
  • 11. Login with WhatsApp – What’s the response been like? Users who Login with WhatsApp begin a conversation with us and continue with engagement with Goibibo via WhatsApp. ~5000 users use this on a daily basis & is one of our more popular Login Channels without any additional push to users.
  • 12. Collecting User Reviews and Ratings on WhatsApp Our Review Conversion % spiked after we launched the WhatsApp flow. #1 – was the date when we launched this feature. Other numbers correspond to changes in messaging formats and various continuous improvement iterations we had done.
  • 13. Meals Taking payments friction away
  • 14. Reducing Contact Ratio from 52% to 4% in 8 months with a 20% upside in NPS – using Gia.
  • 15. Where we were? • High Contact Ratio - For every 100 customers booking train tickets in a day, we were receiving around 52 calls related to post booking queries. • Booking train tickets is a high growth line of business – but scaling it in the existing manner meant we would only widen our losses. Problem! • Trains is a product line with high mass usage – which meant we weren’t dealing with all sophisticated users!
  • 16. Why Gia & What we built ? • Why use Gia – because chat is intuitive that everyone knows how to use! So we built an in-house technology platform to solve this problem. • Build pipelines: Redirect users from an expensive channel (voice calls) to a cheaper channel (Gia bot) • Communication is key - Different responses for when & how you asked the question, while mirroring the identity of the brand. • Balanced (Equitable) Channel : Figuring out when to hand over to a Human Assistant.
  • 17. What did we Measure? • Every step of a conversational funnel – daily! This includes technical and customer metrics. • Customer’s interactions on Gia: Daily Users, Repeat Users • Self Service Rates: Gia to Agents Interaction Rate • Intent based Analytics • Human Interactions Saved through the bot • Satisfaction Score of GIA – Thumbs Up / Thumbs Down • Finally – Impact on Net Promoter Score
  • 18. How we iterated? – Build Fast & Learn Faster! • Learn from everywhere a. Data b. Customer’s Feedback c. Behavior of Users • Speed of execution – Daily Sprints with a dedicated pod • Highlight progress in a regular cadence with the Leadership Team
  • 19. What started happening? Slowly at first and then suddenly 70% Reduction in Operational Costs $1 Million per annum Savings Increase in NPS by 20% And… Business Tripled & still continues to grow!!!
  • 21. 1. Customer Success is a team work Tech Product Design Process Excellence Contact Center What ends up happening? Bot works well but things fail during a human chat. The bot response is correct but is missing key information. Everything is there but customer can’t make sense of it. Everything works, but you lose money on every interaction. The bot rarely works and customers are disappointed. Recipe for customer success!
  • 22. 2. 360 Degree Customer Understanding is critical Learn From Data Learn Qualitatively Learn from Design Eyeballs
  • 23. 2. 360 Degree Customer Understanding is critical – More Examples Learn From Data Learn Qualitatively Learn from Design
  • 24. 3. Building Intelligence • The welcome message is according to where the user is coming from and what they have last done on Goibibo Starting off from where the user left off • If the NLP score is low • If the same intent is being asked repeatedly. Real Time Intervention • Only 33% of input to the bot comes from text. Rest are all button clicks. • Telling the user what the bot can & can’t do through the UI is critical to set right expectations. Visual Design plays a great role
  • 25. 4. Chasing the right metrics for your business Contact Ratio Reduction • What proportion of customers who transact with us, call us? Human Interactions Saved • What proportion of customer queries on the bot did not lead to a call on the Toll Free number? Happy Intents • What proportion of the bot’s skills received a “Thumbs Up” more than “Thumbs Down”?
  • 26. 5. Blending the human agent with the bot
  • 27. 5. Blending the human agent with the bot Knowing when to involve a human chat agent How to measure the human agent’s performance Build internal tooling necessary to make agent concurrency on chat higher than voice.
  • 29. Signs of Customer Validation!
  • 30. Building a chatbot is very easy – your team can build one today. But, building a contextual & intelligent chatbot that solves a business problem takes focused effort – but doable.
  • 31. Seshadri Vyas M Product Head – Customer Experience @izotope86 www.linkedin.com/in/seshadrivyas