Ozone India did not necessarily have any problems with their lead generation, as they were pretty much a household name in India with immense word of mouth marketing and referrals working for them. As they were manufacturing items that would undergo several cycles of use everyday, the longer an item lasted, it reflected the company’s likeliness of getting a referral.
While all of this was going well and they were getting new business effortlessly, the new leads and referrals were clogging up the phone lines with multiple queries especially on products not referenced in their product directory. This usually made the calls go longer as the sales reps had to first understand what products were the leads referring to before asking the follow-up questions.
Also, having new adopters use their products through referrals, a lot of them had questions on how to install a product or regarding the required dimensions for their project. Even though Ozone had extensive user manuals explaining the working of the product, they still faced a lot of calls for basic support.
Amit Makkar, Assistant Marketing Manager at Ozone India, decided to address the bottleneck of their customer support and operations headon.
Our operational troubles were now harming our brand, and it was high-time that we found a solution that helped automate our customer support and handling processes.
The objectives Amit laid out to himself were pretty simple. Implement automation to reduce mundane and repetitive tasks that clog their operations, and improve their customer support to provide resolution to problems in minutes, and not days.
Armed with the idea to leverage automation, Amit saw it in practice in a place where he had least expected it. In the peak of summer, when most of India witnesses 46C, Amit was in search to purchase the perfect air cooler. He came across Symphony Limited’s (WotNot customer) chatbot, where he first-hand witnessed and experienced how Symphony was able to scale their support with conversational marketing.
Impressed by the chatbot, Amit immediately reached out to WotNot to get a fair understanding of how Ozone could implement a custom chatbot, and how it would ease the pressure on customer support.
Designing a tailor-made experience
WotNot’s conversation design team had a series of sessions with Amit and his team to thoroughly audit and understand the exact problem statements, business cases, and mapping out the ideal customer profile of visitors/customers, that the chatbot would be tasked to assist.
After getting familiar with the areas where the automation was a good fit, WotNot began creating a blueprint that would be ideal for solving Ozone’s problem with an easy to understand conversational experience.
This conversation flow chart helped Ozone’s sales, marketing and operations teams align their thoughts, before the WotNot team started work on designing and developing the chatbot.
Searching products is a breeze
With over 3000 products in Ozone’s portfolio, customers going through all of them is nearly impossible. With WotNot’s flow, the visitors could browse through different SKUs and categories/sub-categories, before being finally presented with a set of products in a carousel format.
Carousels helped compress the details of a product by showing the image of the product, few details of the product and a button or two, to take the chat further. These two CTA buttons would be to show more details of the product, and selecting the product to proceed with a sales inquiry.
Being always to there to help when needed
For the new adopters choosing Ozone’s products, they always had questions around installation, cutout details, warranty and more. In the hardware space, every manufacturer has their own methods of installation. This resulted in project delays due to lack of a quick resolution.
To help circumvent this issue, the chatbot was trained to ask relevant questions to get to the crux of the matter, and put together the context and information for the support agents who would quickly help in bringing a resolution to the customer’s problem(s), and resume their project. This helped in streamlining the support process, while also providing instant answers to the customers using Ozone’s products.
Keeping track of each conversation
An organization receives higher CSAT scores only when each customer is responded to quickly. Oftentimes in large corporations, some queries get missed out from time to time, and these queries later come to haunt the customer support reps through harsh emails, or reflect in poor brand image through negative feedback on social media.
WotNot was sending each inquiry received from the chatbot (both sales and service related) to Ozone’s specific departments via emails, detailing the type of inquiry along with the context of the conversation. Ozone was also able to see the conversations from WotNot’s customer portal where each and every conversation taken up by the chatbot could be viewed in real-time.
In addition to this, to make sure that no inquiries go unanswered, WotNot would send a CSV file that consisted of the data captured by the chatbot in the past 24 hours to Ozone’s leadership team, so that they were on top of all the inquiries.
The chatbot took a lot less time for them to develop, optimize, and deliver than we had expected. Overall, I greatly value WotNot for their quality of work, speed of delivery, expertise, and their communication skills.
With WotNot, Ozone India got better results than they expected, and greatly helped alleviate their brand across the industry-wide problems faced by their consumers.
In a span of eight months into implementing WotNot, Ozone has -
5800+ conversations handled by the virtual assistant
760+ hours of manual answering was freed
40% rise in international inquiries
710+ SQLs generated