LINE API x KFC Chat Commerce

Transcript

1. LINE API
   x
   KFC Chat Commerce
   

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2. • Identify problems and find solutions for KFC
   • Designing KFC Chat Commerce
   • Testing Phase
   • Learning Phase
   • Working State vs Ideal State
   Agenda
   

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3. Identify Problems
   And Find Solutions For KFC
   (In June 2021)
   

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4. Identify Problems And Find Solutions For KFC
   1. Problem when you have 16M+ followers
   Many users inquiries at the same times
   

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5. Identify Problems And Find Solutions For KFC
   2. Some users prefer chat to order VS APP/WEB
   

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6. Identify Problems And Find Solutions For KFC
   3. Declining trend of 1150
   VS
   

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7. Designing
   KFC Chat Commerce
   (In July 2021)
   

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8. Designing KFC Chat Commerce
   PROBLEMS SOLUTIONS
   16M+ followers Categorizes chat, identify intents
   Chat to order Chatbot or rule-based chat flow
   (No LIFF)
   Declining trend
   of phone call
   New tools
   (Close sales + Track KPI)
   

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9. Designing KFC Chat Commerce
   Inquiry/check promotion
   1. Categorizes chat, identify intents = State Management
   Spam Ready to Order
   โปรโมชั่น
   ขอดูโปรหน่อย
   สาขาแถว ...
   มีไหม
   สั่งไง?
   สวัสดีวันจันทร์
   หิวไก่ หิวๆๆ
   😀😍😝😌
   Photos/Videos
   How should we
   identify?
   

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10. Designing KFC Chat Commerce
    NORMAL STATE READY TO ORDER STATE
    1. Categorizes chat, identify intents = State Management
    INTEND TO ORDER
    (Type or click)
    GIVE PHONE NO.
    (Type phone no.)
    SHARE LOCATION
    (Share location)
    + +
    +
    ORDER DETAILS
    

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11. Designing KFC Chat Commerce
    2. Chatbot or rule-based chat flow (No LIFF)
    LINE API
    MESSAGING API
    TEXT
    IMAGE
    BUTTON
    LOCATION
    URL SCHEME
    https://line.me/R/nv/location
    +
    GOOGLE MAPS
    API
    FLEX + RICH MENU
    QUICK REPLY
    

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12. Designing KFC Chat Commerce
    2. Chatbot or rule-based chat flow (No LIFF)
    

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13. Designing KFC Chat Commerce
    3. New tools (Close sales + Track KPI)
    พร้อมสั่ง อื่นๆ
    ชื่อลูกค้า
    Address URL
    Phone No
    Status
    Tag
    Thai
    ชื่อลูกค้า
    

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14. Designing KFC Chat Commerce
    3. New tools (Close sales + Track KPI)
    BOT SERVER
    + MESSAGE QUEUE
    DATABASE +
    CACHE (optional)
    ADMIN DASHBOARD
    EXTERNAL APIs
    

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15. Testing Phase
    (In Aug-Sep 2021)
    

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16. Testing Phase
    1st day = 14
    Orders
    

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17. Testing Phase
    1. Identify problems and solutions again and again! (Aug-Sep 2021)
    

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18. Testing Phase
    1. Identify problems and solutions again and again! (Aug-Sep 2021)
    It works!!
    3,000++
    Orders in 1st month
    

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19. Learning Phase
    (Oct 2021-Aug 2022)
    

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20. Learning Phase
    Phase 1 Phase 2
    

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21. Working State vs Ideal State
    (Sep 2022 - Future)
    

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22. WORKING STATE 2
    Working State vs Ideal State
    It’s impossible to build ideal state at once,
    find working state and improve it until you reach the goal
    WORKING STATE 1
    IDEAL STATE
    . . . . .
    

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23. My Advices to All Developers
    Build-Measure-Learn Mindset
    (find working state and improve)
    Be Agile, be flexible
    Prove it with data
    (brand needs data after launch)
    

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24. Special Thanks
    KFC & Yum Restaurant Team & Agency Partners
    LINE Best Chat Commerce 2021
    

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