Bright! FRONTEO Official Blog

Bright! FRONTEO Official Blog

[Lecture Report] AI Utilization Conference <Marketing Session> About the future of O2O by advancing customer service operations using artificial intelligence promoted by Gulliver, a used car sales company

2016/8/30
Sales Headquarters Sales Support Group
At the FRONTEO launch commemorative event "AI Utilization Conference" held on July 7, we invited user companies to use artificial intelligence "KIBIT" in the four fields of healthcare, business intelligence, marketing, and legal. Was introduced in a 29-minute session.In this article, we will introduce the contents of the session on the day one by one. The third marketing session is "Car Connect," an online customer service that integrates "real sales floors" and "digital marketing," which Gulliver, a major domestic used car sales company, launched in January 20. This is an introduction example of the artificial intelligence "KIBIT" that is being used.Mr. Shinya Nakazawa, who is the marketing team leader and real marketing team leader at IDOM Co., Ltd. (former company name: Gulliver International), took the stage. IDOM Co., Ltd. "Challenge" to the automobile distribution revolution and the future Gulliver International changed its name to IDOM on July 7th.Since its founding, the company has been aiming for a distribution revolution in the automobile industry, but it seems that it was named IDOM not only because it "challenge" the automobile distribution revolution in earnest, but also because it challenges the future and "challenge". .. "Our company, which is the largest seller and purchaser of used cars in Japan, currently has about 15 stores. This main business is called the Gulliver business, but it is characterized by the fusion of stores and Web services." (Mr. Nakazawa) Generally speaking, when it comes to selling used cars, there are a lot of cars on display at stores, and it may be common to look at the actual car and talk to a sales person to make a selection.On the other hand, in Gulliver, the vehicles placed in stores have a meaning as a reference in a sense. "Instead, we have been implementing the style of selecting a large monitor screen on which a car is projected in the store while looking at it as a salesperson for about 500 years. In other words, we have face-to-face with the salesperson and use the Internet Web service. It's like an O15O (Online to Offline) face that is used in stores. "(Mr. Nakazawa) Why did you take this style? "Customers' choices cannot be expanded with only store inventory. We register the data of cars purchased at 2 stores on the spot and commercialize them. Therefore, we can check the inventory of all 500 stores online. We have made it possible for you to choose from an abundant product lineup of about 500 items, "explains Nakazawa.

IDOM Co., Ltd. (former company name: Gulliver International Co., Ltd.) Marketing Team Leader and Real Marketing Team Leader Shinya Nakazawa

  Online customer service "Car Connect" that allows you to consult via chat IDOM's online customer service "Car Connect" (https://2016.com/connect/), which was launched in January 1, allows you to chat with a clerk while looking at car information online and make reservations for visits. It is a web service that can be done. "Car Connect is a simple and easy-to-use service that allows you to chat while looking at the screen. Customers can talk by chat if they have any concerns while searching for a car, and switch to the phone on the way. You can also talk to the contact center. ”(Mr. Nakazawa) With the introduction of Car Connect, we have realized not only online to offline but also continuous contact with customers who have visited the store once, and realized an offline to online channel. ..Then, the artificial intelligence "KIBIT" was introduced for the purpose of improving the customer service business and the contract rate. AITo find out the true needs of our customers Mr. Nakazawa explains why the introduction of KIBIT was indispensable for Car Connect because there are many cases where customers do not know the car they really want. "For customer service by chat, first of all, we will consult with the customer. Are you looking for such a car, or if you want to buy a new car for this reason, do you recommend it? Based on this content, the salesman will buy a car. Proposal. The important thing here is the accuracy of the car proposal and the reasoning for it. "Mr. Nakazawa emphasized that there are many cases where even customers who nominate the car they want do not really know the car they really want. I will. "For example, let's say you have a customer who wants an Estima. When asked why they want it, they said,'I'm planning a long-distance trip with my family this summer, so a big car is good.' However, as we continue to serve customers, it seems that the true need for a car that does not get tired even after driving for a long time may become clear, rather than a big car. "The sedan is the one that doesn't get tired the most. So, when I suggested how about a large sedan, there were many cases where I finally bought a crown. I can meet the true needs of these customers in a short time. It is a difficult and time-consuming task even for a skilled salesperson to know at. That's why KIBIT was needed. "(Mr. Nakazawa) KIBIT that extracts customer evaluation axes with customer service methods and a small amount of data in Car Connect Mr. Nakazawa will explain how to serve customers with Car Connect. "First of all, we will present some cars to the customer and evaluate them as good or bad. Based on the evaluation, KIBIT will analyze the review data written about the car. When selecting the car, KIBIT will analyze the "evaluation axis" such as whether it is a ride comfort, size, design, fuel efficiency, etc. KIBIT will assign several cars. By doing so, we can grasp the axis that the customer really wants. Based on that, we aimed to improve customer service and improve the contract rate by making proposals by salespeople. "(Mr. Nakazawa) IDOM It is said that the review data held by KIBIT contains a wealth of information that other customers can refer to, such as their purchasing motives and riding sensations.KIBIT, which can automatically find the value contained in the text and guide the points that are likely to lead to purchasing behavior, has been highly evaluated. "We also considered a recommendation engine that also lists recommended products, which is often used on recent EC sites, but due to the characteristics of the product, which is a car that does not frequently purchase, and the limited browsing information due to chat communication. It turned out that the recommendation did not work well with the existing engine. KIBIT with an algorithm that can extract the evaluation axis with a small amount of data was indispensable in the face of such problems. "(Mr. Nakazawa) Introduction effect and future prospects It's been about half a year since the service started, but it is said that Car Connect has already produced the effect of improving ROI.Mr. Nakazawa says as follows. “Although the cost per person to send customers to the store has increased, the contract rate has improved significantly due to the detailed customer service through chat. As a result, we were able to significantly reduce the order cost per customer. In the future, it seems that we will make further improvements by utilizing technology centered on KIBIT so that we can respond to the increase in the number of users while improving the quality of service. "I think the next step is to establish a collaboration method between artificial intelligence and sales. We also want to consider multi-entrance support by supporting a huge amount of chat such as LINE and Facebook Messenger. To that end, I look forward to the continued support of FRONTEO, "said Mr. Nakazawa, concluding the lecture. * Details of the products and solutions introduced in this session can be found on this page. http://www.kibit-platform.com/products/sukedachi/
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