CRM chatbot | audi

defined tone and manner and design complex UX + marketing flows to build connection with Audi's drivers.

Timeline

Timeline

2020.10 - 2021.12

2020.10 - 2021.12

Client

Client

Audi

Audi

Role

Role

UX Designer

UX Designer

Timeline

Timeline

1 front-end developers, 1 back-end developers,

2 UX designers, 1 project manager

Contribution

Contribution

CUI design, workshop, CRM Program

CUI design, workshop, CRM Program

Impact after shipped

80%

of new leads engage with Audi Taiwan on Facebook (Page + Messenger)

3500+

Audi Taiwan drivers interact with their LINE/Messenger-powered digital assistant every month

User Pain points

High labor costs for operating its customer service platform

Difficulty calculating marketing returns

Lack of immediately actionable data insights.

Before / After

PREVIOUS Audi customer lifetime journey

PREVIOUS Audi customer lifetime journey

Audi

"After getting my car, Audi sales person just stop getting in touch with me and they reply message really slow. I understand they are really busy but it cause me feel like they are treated me as a important customer."

CURRENT Audi customer lifetime journey

CURRENT Audi customer lifetime journey

USer Research

USer Research

Workshop - define chatbot personaliy

what is chatbot position? Why using it?


"70% of customers prefer to solve problems on their own. Chatbots should be configured to complete simple tasks, reducing the waste of customers' time and effectively saving corporate resources."

Forrester Inc Research, 2017


what chatbot’s personality matters?


"If you want people to use your robot, it needs to offer some uniquely value personality, not just do something in a different way.

HubSpot, CTO

User INterview

User INterview

9 customer interviews, 6 stakeholder interviews


I and my team, on one hand, conducted focus group interviews to understand the needs and business scopes of the marketing department, after-sales service department, sales team, and dealers.


On the other hand, we engaged in one-on-one in-depth interviews with existing car owners and potential customers to explore their service experiences and needs at each stage.

9 customer interviews, 6 stakeholder interviews


I and my team, on one hand, conducted focus group interviews to understand the needs and business scopes of the marketing department, after-sales service department, sales team, and dealers.


On the other hand, we engaged in one-on-one in-depth interviews with existing car owners and potential customers to explore their service experiences and needs at each stage.

CUSTOMER JOURNEY MAP

Chatbot Interaction model

Chatbot interaction model structure, we fine-tuned communication tone, greetings, emotional responses, emoji usage, and information guidance methods. These five major aspects were adjusted to create two distinct personalities. After conducting a round of user testing and adjustments, we finally established a unique Chatbot character specifically for Audi.


  1. fine-tune communication tone

  2. Greeting

  3. Emotional responses

  4. Emoji Usage

  5. Information guidance

Chatbot interaction model structure, we fine-tuned communication tone, greetings, emotional responses, emoji usage, and information guidance methods. These five major aspects were adjusted to create two distinct personalities. After conducting a round of user testing and adjustments, we finally established a unique Chatbot character specifically for Audi.


  1. fine-tune communication tone

  2. Greeting

  3. Emotional responses

  4. Emoji Usage

  5. Information guidance

DEsign highlight

DEsign highlight

01 Chatbot Interaction model

02 Chatbot Interaction model

03 REDeem product with audi points

TAKEAWAY

TAKEAWAY

CHatbot couldn't reply on visually to deliver a look and feel, what we can deliver is tone and manner to lead. users to complete their tasks and market their new events to build engagement with drivers.

CHatbot couldn't reply on visually to deliver a look and feel, what we can deliver is tone and manner to lead. users to complete their tasks and market their new events to build engagement with drivers.