For brands with presence in online marketplaces, good ratings lead to an increase in product traffic and conversions. Bad ratings, on the other hand, affect the overall health of its store and its potential to convert customers. Maintaining these reviews is one of the crucial tasks of our Customer Service team.
In 2023 alone, our handled brands receive an average of 1,000 reviews per month. In those reviews, about 2% are negative reviews that, if not handled, could affect the brand performance on the platform.
Responding to product reviews was a manual process that took 648 hours to accomplish. These hours do not include other tasks, like responding to customer inquiries, accommodating customers’ requests, carrying out refund processes, among others. This pain point was a strong case for us to automate and build our own Custom Reply Generation Tool by leveraging OpenAI’s GPT models.
As we were automating this process, it was critical for us to remain consistent with how we connect and communicate with our customers. We started by employing past customer reviews and our responses to train GPT models. With these data, the models are learning to understand the overall context of these texts and be able to generate its own response. As a result, our tool processes posted negative reviews, understands its context, and automatically generates an appropriate & personalized response.
As a tech-driven ecommerce enabler, we saw this as an opportunity to optimize our workflow with generative AI.
This led to the creation of our Custom Reply Generation Tool where we leveraged on OpenAI’s GPT models. Our objective is to alleviate tasks on our team’s productive time while ensuring connection with our customers. As a result, this tool analyzes negative reviews, understand their context, and automatically generates custom responses, all while ensuring consistency in how we connect and communicate with our customers.
Our tool has since handled and responded to about 249,500 customer reviews, saving our Customer Service team 3,119 productive hours within 6 months of the tool’s inception. With this innovation, it has enabled our team to reallocate resources to high-impact tasks, achieving efficiency gains valued at $10,000.
As we have achieved this feat, we remain committed to reviewing our models to ensure customer data is based solely on publicly available data and iterating our tool from feedback we continuously gather to accurately reflect the needs of our customers.
Maximizing the benefits of Artificial Intelligence (AI) has given us great advantage to be able to focus on our other business functions. As such, we are continuously integrating AI within customer service, particularly with customer responses to positive and follow-up reviews.
Beyond customer service, we are also in the process of integrating AI into our Performance Marketing business and Demand Forecasting operations.
With advanced data analysis, we will be able to understand customer preferences on a much deeper level. This would enable us to come up with curated promotions and product recommendations to lead potential customers to make meaningful purchase decisions. In a macro lens, this innovation would increase brand investment in online ad campaigns with evident contribution to brand revenues.
Moreover, implementing advanced machine learning models to our current demand forecasting process would yield us more accurate predictions, specifically in inventory management and resource allocation. Implementing this model would optimize our supply chain and contribute to business profitability.
These advancements in AI go hand-in-hand with Etaily’s commitment to innovate the e-commerce industry. By leveraging the benefits of this technology, we are able to drive digital transformation beyond our internal teams, contributing to client’s efficiencies and profitability.
Give us a message today to discover how we can elevate how you sell online.