LINE API x KFC Chat Commerce

Transcript

1. LINE API x KFC Chat Commerce
2. • Identify problems and find solutions for KFC • Designing KFC Chat Commerce • Testing Phase • Learning Phase • Working State vs Ideal State Agenda
3. Identify Problems And Find Solutions For KFC (In June 2021)
4. Identify Problems And Find Solutions For KFC 1. Problem when you have 16M+ followers Many users inquiries at the same times
5. Identify Problems And Find Solutions For KFC 2. Some users prefer chat to order VS APP/WEB
6. Identify Problems And Find Solutions For KFC 3. Declining trend of 1150 VS
7. Designing KFC Chat Commerce (In July 2021)
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)
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?
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
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
12. Designing KFC Chat Commerce 2. Chatbot or rule-based chat flow (No LIFF)
13. Designing KFC Chat Commerce 3. New tools (Close sales + Track KPI) พร้อมสั่ง อื่นๆ ชื่อลูกค้า Address URL Phone No Status Tag Thai ชื่อลูกค้า
14. Designing KFC Chat Commerce 3. New tools (Close sales + Track KPI) BOT SERVER + MESSAGE QUEUE DATABASE + CACHE (optional) ADMIN DASHBOARD EXTERNAL APIs
15. Testing Phase (In Aug-Sep 2021)
16. Testing Phase 1st day = 14 Orders
17. Testing Phase 1. Identify problems and solutions again and again! (Aug-Sep 2021)
18. Testing Phase 1. Identify problems and solutions again and again! (Aug-Sep 2021) It works!! 3,000++ Orders in 1st month
19. Learning Phase (Oct 2021-Aug 2022)
20. Learning Phase Phase 1 Phase 2
21. Working State vs Ideal State (Sep 2022 - Future)
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 . . . . .
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)
24. Special Thanks KFC & Yum Restaurant Team & Agency Partners LINE Best Chat Commerce 2021