Customer service chatbot design to support market expansion through digital marketing: A case study of Formula TKD Co., Ltd.

Abstract

This qualitative research aims to develop a guideline for applying chatbot technology to serve customers on Facebook messenger according to marketing campaigns via Facebook. By following the design thinking process, we approached 30 customers who contact the case study company via Facebook messenger for in-depth interviews. Next, we developed a chatbot prototype as a minimum viable product (MVP) to reflect customer insights from the previous step.Consequently, we launched our MVP to the Facebook messenger of the case study company. Finally, we tested our MVP byapproaching another12 customers who contactthe case study company via Facebook messenger after MVP launched.

            The results revealed that our chatbot MVP could serve customers well for basic inquiries. Customers were happy with the chatbot because they can quickly get desired information anytime. On the other hand, the customer service staff was not overburdened with customer inquiries. In addition, an approach to apply the chatbot for the previously mentioned objectives comprising of the following steps: 1) to clarify the expected characteristics of the chatbot (such as the capability to introduce relevant products, the capability to respond to customer inquiries intuitively and round-the-clock availability) 2) to compare features of chatbot platforms for choosing the most suitable platform according to implementation objectives and 3) to analyze the conversation patterns between customers and agents and 4) to design the conversational journey into the chatbot platform by importing conversation pattern from the previous step.