Fang Cheng delivered this presentation on the 5 ways to increase ecommerce profiability with emerging chat and voice platforms, at Grow Commerce 2017 on July 21st in New York City. This deck covers how chat platforms and voice platforms like Facebook Messenger, Amazon Alexa and Google Home are being used by retailers for customer care and customer engagement - using AI to deliver great experiences and increase customer satisfaction while decreasing costs and opening up new revenue channels. Learn more about how conversational channels can be used for commerce - for tracking, returns, exchanges, re-ordering, frequently asked questions and promoting recommended products and campaigns.

1. 5 ways to increase profitability
with emerging chat and voice platforms
Fang Cheng
CEO and Co-Founder
fang@letslinc.com

2. Shoppers have the power of choice
Free
Shipping!
Free
Returns!
Next day
delivery!
Click and
collect!
www.letslinc.com

3. Conversational Channels are rapidly expanding
72% 83%
of millennials text 10 or
more times a day
of millennials open text
messages within 90 seconds
of receiving them
1
2
3
Preferred channel for notification from business
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4. Voice assistant usage is growing – Alexa and Google Assistant
0
12.5
25
37.5
50
2014 2015 2016 2017
40M
US households will have
voice-enabled devices

5. Voice assistant usage is growing – Alexa and Google Assistant
0
12.5
25
37.5
50
2014 2015 2016 2017
40M
US households will have
voice-enabled devices
1/3
Echo owners have made a
purchase assisted by Alexa
67%
33%

6. The Age of the Shopper

7. Customer Experience
is the key to creating
lifetime customers
82%of customers stopped
doing business with a
company after
experiencing poor
customer service in
2016 (vs 76% in 2014).
– Mary Meeker, Internet Trends 2017
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8. > Browse
Choose
Track
>
Exchange/
return
Re-engage
<
>
>
Buy
Over 50%
of customers
don’t return
Monetate EQ - A Tale of Two Customers
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9. Profitability depends on repeat customers
Improve customer
satisfaction and
relationships
Decrease service,
support and
operations costs
Increase loyalty and
lead the customer to
repeat purchases
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10. The 5 ways to increase profitability
with emerging chat and voice platforms
Offer Options
Be Real-Time
Streamline
Have Context
Learn
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11. 1. Offer Options
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12. Give
Customers
Options
Order confirmation opt-in
is the most effective
discovery and customer
acquisition point for social
and voice platforms
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13. Chatbot opt-in and tracking
GET SHIPPING UPDATES
SMS SMS
Messenger
Alexa
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14. Chatbot opt-in and tracking
Messenger
You have signed up for shipping updates. We will
notify you of any updates about your current…
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15. Chatbot opt-in and tracking
Hey what’s my order status?
Get excited! Your order’s on the way! It
should arrive on Thursday, Aug 28th.
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16. Chatbot opt-in and tracking
Thanks so much!
You’re welcome!
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17. <1% opt out after switching Messenger on
Facebook Messenger
13.9%of shoppers opt-in organically
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18. 43%SMS opt in rate
42%SMS click rate
to landing page
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19. www.letslinc.com
Customers use what is most convenient

20. 2. Be Real-Time
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21. Shoppers use
Messenger for
2-way conversations
with brands

22. Shoppers love to engage
74%of opted-in shoppers
ask a question or make
a comment
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23. Real-time automated resolution
81%of opted-in shopper
inquiries are resolved
with automated service
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24. 3. Streamline
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25. www.letslinc.com
Chatbot return

26. Hey! Can I get help with a return?
Hi This is KIKO chatbot, We found 3
eligible orders in your order history
for return.
Start Return Start Return Start Return
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Chatbot return

27. Hey! Can I get help with a return?
Hi This is KIKO chatbot, We found 3
eligible orders in your order history
for return.
Start Return Start Return Start ReturnStart Return
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Chatbot return

28. Hey! Can I get help with a return?
Can you tell me what
is your return reason?
Not as expected Not worth price Wrong item received
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Chatbot return

29. Can you tell me what
is your return reason?
Not as expected Not worth price Wrong item receivedNot as expected
Not as expected
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Chatbot return

30. Your return label has been created and
we also sent you a copy to your email.
Print out return label Return instructions
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Chatbot return

31. Your return label has been created and
we also sent you a copy to your email.
Print out return label Return instructionsPrint out return label
www.letslinc.com
Return Mailing Label
Cut this label and affix to the outside of the return package
All items must ship by Aug 25, 2015.
Instructions for mailing your package
1. Place return slip inside the return box.
2. Attach return label to the shipping box.
3. Take this package to a UPS drop off location for shipment by Feb 26.
Chatbot return

32. www.letslinc.com
Hi Diana! Based on what you’ve returned here
are a few items we think you might like.
Add to Cart Add to Cart Add to Cart
Chatbot return

33. 14%Returns converted
to purchases
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34. eBags using Voice to
automate resolution to customer inquiry
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35. eBags using Voice to
automate resolution to customer inquiry
Alexa, ask eBags
where my order is.
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36. eBags using Voice to
automate resolution to customer inquiry
Alexa, ask eBags
where my order is.
Your Purple Roller Master is on the way!
The Estimated Delivery Date is this
Thursday August 28th.
www.letslinc.com

37. 4. Have Context
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38. Voice re-ordering and upsell - customer and product context
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39. OK Google, ask Kiko to reorder my foundation
Voice re-ordering and upsell - customer and product context
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40. You recently ordered Mineral Fusion
in Beach 04 color tone, would you
like to reorder this item?
Voice re-ordering and upsell - customer and product context
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41. Voice re-ordering and upsell - customer and product context
Yes thanks
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42. Voice re-ordering and upsell - customer and product context
Great. Your total is $24.49. Would you
like me to include some free sample
mascara with your order as well?
Intelligent
Up-sell
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43. Voice re-ordering and upsell - customer and product context
Yes!
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44. Voice re-ordering and upsell - customer and product context
Yes!
Got it. You are all set. If you like the
sample, just ask me to place an order
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46. Agent context

47. 5. Learn
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48. Learn from
customer feedback
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49. Learn from data
73%
of initial interactions occur before
the in-transit notification
• 62% tracking questions
• 20% handed to human agent
• 9% ‘thank you’
8%of initial interactions occur
between the in-transit notification
and delivery notification
• 30% handed to human agent
• Remainder are tracking related
19%
of initial interactions occur
after delivery
• 46% are thank-you/positive
• 30% passed to human agent
• 15% are tracking questions
Before in-transit In-transit Delivered
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50. How to Launch Automated Customer Care?
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51. Custom-
Built Agency
Bots
Build
in-house
with tools
Customer Care
Automation
Platform
Full customization
Built for your needs
Custom integrations
for your systems
Good for heavy
customization
ie. Watson, api.ai
Specific use-cases
Build actions/functions/
integrations
Update with new builds
Good for strong teams
Built to solve specific
vertical problems
Pre-built integrations
Expanding features
Good for fixed budget
and speed to market
How to Launch Automated Customer Care?
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52. Customer Care Automation connects existing platforms
Social
Management
Platform
SMS,
ChatBots &
Voice Assistants
plus Email &
Web
Email
Service
Provider Customer
Support
Platform
ERP
Logistics
Product
Feed
Ecommerce
& OMS
Customer Care
Automation
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53. Browse
Choose
>
<
Item Tracking
Exchange/Return Item
Re-engage
WISMO questions
On-Demand Reorder
Split Shipments
Product Recommendations
$ Buy
Compare
Campaigns
Sampling
Transforming one-time purchasers into lifetime customers
Buying JourneyRe-Engagement Journey

54. Fang Cheng
CEO and Co-Founder
fang@letslinc.comwww.letslinc.com