Domino Printing is a leading global industrial printing brand that serves the commercial printing sector, providing digital inkjet printers and control systems for labeling and printing solutions. With a brand presence of 40+ years, Domino Printing has become one of the biggest names in the printing industry. It enjoys goodwill that fetches them business and Sales Qualified Leads from live events every year. Its massive customer base also means high-volume customer queries and a solid customer support system. Domino Printing had segregated its service offerings into training, maintenance, and OEM (Original Equipment Manufacturer) Services, and its support team handled the majority of the queries via calls.
However, all of this was before Covid-19. The pandemic posed new operational challenges for Domino Printing. Firstly, since Domino Printers relied heavily on events, the circumstances impacted the lead pipeline. Entering these leads manually inside their Salesforce CRM also posed multiple challenges pertaining to accuracy and timeliness.
Secondly, the customer support was also overwhelmed with the increased demand, and resolving every customer query on calls became cumbersome. Domino Printers wanted to increase the number of support channels for collecting these queries. It wanted to keep the customer experience intact and deliver quick resolution regardless of the growing number of queries and limited staff.
Daniel Patrick, the Digital Marketing Manager for their US subsidiary, was on the lookout for a solution that could help reduce or solve these operational challenges. Daniel realized the need for a digital tool that can engage site visitors, generate leads, and integrate with their CRM to eliminate the need for manual data entry.
Human data entry is a fool's errand. We are fallible and slow - and we are better at seeing patterns. Systems are better used for pulling & finding information. Let both people and systems do their respective jobs.
Daniel did his research and came across chatbots as a solution to their business problems. He was looking for companies with a solution-driven approach that could assist them with each process. Upon his search, he came across WotNot and booked a demo. While speaking with the WotNot team, Daniel learned a great deal about chatbots and how they can offer solutions to an array of business problems. He appreciated the education-first approach, and ultimately that’s what sealed the deal for him.
While conversing with the WotNot team, the focus was always on ‘what is the best solution for us’ rather than ‘what we can do.’ They helped us get acquainted with a domain we were completely clueless about.
WotNot was also finalized because of its end-to-end approach in delivering the chatbot. Since this was a new undertaking for them, they wanted to completely hand over the reins to WotNot - right from researching, designing, building, and deploying the bot.
Daniel and his team gave a detailed outlook of their business objectives and how they wanted the bot to be. With numerous discussions within the Domino Printing teams and with the WotNot team, the company wanted to finalize lead generation and customer support as a part of the solution. This was Domino Printing’s first automation endeavor ever, and the entire team was excited and looking forward to the project.
WotNot’s team worked on defining the conversation flows for both the use cases.
For lead generation, the flow was designed to
Increase Automated Customer Engagement (ACE)
Showcase their product line
Product recommendations based on industry
Conversationally collect lead information
For customer support, the flow was designed to collect tickets for
Customer Support → Training Services, Service Contract, Customer Service
Parts and Consumables
WotNot’s team made iterations and began building the bot.
Domino Printing had more than 50 products that it wanted to showcase on the bot. Individually adding a block for each product was again an inconvenient manual process. It would also be difficult to manage the flow every time we add or remove a product. Instead, WotNot’s team suggested an Airtable integration that allows more flexibility in adding and removing products from their database, all with no-code and an easy-to-use interface.
The company listed down all their product data, including the product categories, product description, cover image, and industry segments in the Airtable. The bot would ask the visitor to choose the category and subcategory of printers before showing the products in carousels. The visitor could then want to get more information about the product or make an inquiry.
Visitors wanting to know more about the product would be taken to that product’s page on their website where expansive information about the product was available. And if someone wanted to inquire about the product, the bot would collect some information about their inquiry and create a lead in their Salesforce CRM.
Using the Airtable integration, it became effortless to make edits without adding additional blocks on the bot-builder. This integration made it possible for Domino Printing to offer product recommendations to visitors with limited knowledge of what they’re looking for. The bot can suggest products based on the type of inquiry, industry, and company size after rightly identifying visitors’ needs.
WotNot also integrated with the company's existing analytics tools, Google Tag Manager and Ringside, to track the performance and check the user activity on the bot, such as top categories selected, top products viewed, etc. These tools along with WotNot’s Analytics Dashboard helped their team be on top of the performance of the chatbot and have enough data to make better decisions. When the visitor reached a certain goal i.e. inquiry generated, service ticket created, the bot would fire an event to these analytics tools.
For customer support, the flow was designed to collect queries on multiple issues. The objective was to automate and streamline the first-level support and segregate tickets based on the type of queries. Once the bot collected enough adequate information, it would create a ‘Case’ on Salesforce so that the support team could take action on them with the next steps.
The support queries were also call-heavy since customers were used to explaining issues on call. To make it convenient for customers, WotNot also added a personalized call button on the chat widget. Customers could directly place a call with a service representative of the required department from the bot and explain the problem.
The entire conversation flow was built and reviewed thoroughly. Finally, the entire solution went through multiple levels of testing across Domino’s environments. This ensured that the bot was made with the highest standards as it concerned their brand image. And finally, the bot was launched initially on the US region website.
This was the company’s first experience with a chatbot, and to say they were happy would be an understatement. They were ecstatic and rather surprised with the results. The bot could immediately capture inquiries and service tickets. It also eliminated the manual data entry process and improved operational efficiency.
The decision tree has been easy to navigate; it's been generating both Leads and Cases at a good clip; it gets good feedback for speed from customers, and we're prepping for a worldwide rollout.
Within a few months of deployment, the company witnessed the following results:
60% Increased Engagement
$1.25M Attributed Pipeline
130+ Service tickets resolved
As a part of the next phase, both teams are working to replicate this success and deploy the bot for their UK, Canada, India, and France regional websites in their respective languages.
To improve the processing of tickets, the bot would also provide a facility to upload pictures so that customers can record videos or upload pictures of the problem.