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Chatbots are transforming the online sales journey at The AA Ireland

Published on 27 April 2020

Chatbots are transforming the online sales journey at The AA Ireland

Read AA Ireland's full Case Study here.

See how a small team pioneered live chat and chatbots for sales, differentiating customer experience, cutting the length of chats by a third and raising conversion by 11% at key times.

Chatbots and live webchat have been pioneered at AA Ireland to grow sales and make the online experience far better for customers. crucially, this didn’t require major resource and, as a pioneering customer of ServisBOT’s Conversational AI Platform, a single manager powered this transformation, building up the webchat sales team then delivering chatbot automation, in just eight weeks. The Bot has become the first point of contact, completing many questions and handing strong leads to an advisor where it doesn’t yet have the answer, or a more personal touch is required. A test and learn approach was used and advisors were fully involved, incorporating their expert knowledge of objection handling with the ability to make valued suggestions to customers. It’s been a huge success, showing what a small team can achieve, and the use of Bots is expanding, to become a strategic driver for the business. 

Key Results

  • 12% fewer live chats and 33% drop in AHT
  • 11% cut in webchats abandoned
  • Out of hours conversion up by 11% since start of Quote Helper
  • Motor Quote Bot delivered in 8 weeks
  • 4,000 chats a month handled by Quote Helper

This story stands out for how much can be achieved by a small team and budget, but clear focus and approach. This is a fully integrated channel and journey with bots collecting data from the customer on the website, making personalized recommendations to help optimize experience and pass the customer to an advisor if necessary. It offers inspiration and practical learning to anyone who is considering the use of or expansion of chatbots especially in a sales area. They are also entering the supplier/client awards with ServisBOT.

This article was first published in the 2020 Best Practice Guide - 2020 Vision: Crystallising your knowledge

To download a full digital copy of the Best Practice Guide, click here

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Author: Leanne McNamee

Categories: Library, Awards Case Studies


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