lego chatbot case study

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In a recent survey, 84 percent of respondents researched gifts online, but more than 25 percent said that this was just as stressful as going into the shops. LEGO also reviewed gifting across the peak holiday period and discovered that customers were overloaded with choice. They also feared failing to give a gift that a child would like. We needed a solution that offered help and would be as individual as the customers.

Parents and gift givers who were looking to buy presents were on Facebook, so we decided a Facebook Messenger chatbot would give the required interactivity to pick out the right gift.

However, we knew that a bot on its own would not be enough to bring people into the LEGO experience, so we didn’t just build a chatbot; we built Ralph, a lovable robot with heaps of personality and one purpose: To help you find the perfect present, making users a gifting champion!

Ralph’s tone of voice, based on LEGO Movie characters, helped him stand out from other chatbots. We used warm, inviting language to make the stressful shopping experience seem carefree, fun and informed and further brought Ralph to life using playful GIFs and emojis.

Throughout the process, we recognized that not every customer wants the same journey with Ralph. Some seek a gift suggestion as quickly as possible and others prefer a deeper dive into the LEGO world. Using our audience mindsets, we created multiple entry points and behaviors for Ralph to address different customer requirements. To make sure every gift suggestion was perfect, we developed questions around price range, age, personality and interests. We then recategorized all the LEGO sets, assigning them to the new personality and interests categories. This guaranteed that relevant suggestions would suit the customer’s price point, child’s age, interests and personalities. We also developed a custom API that provided real time, localized stock updates from store.LEGO.com, and gave customers a unique free shipping code and gift. When customers were happy with their choice, a single tap would take them through to checkout at store.LEGO.com.

In three weeks, Ralph was rolled out across the United Kingdom, United States, Canada, Germany, France and Poland.  We also promoted Ralph across Facebook with paid media, specifically targeting our customer mindsets with relevant messaging that spoke directly to their needs.

• Reach of over 2.69 million
• 1.2 million post engagements, with an engagement rate of over 45%
• Over 50 thousand conversations with potential new customers
• 25% of all in-season online sales, with a 6x return on ad spend within certain markets
• 8.4x higher conversion rate and a 65% lower cost per purchase than other conversion-based ad formats (such as carousels, Canvas and collections)
• Ralph joins the LEGO team on a full-time basis

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Increasing sales conversions with messenger bots | lego case study.

Since founded in Denmark in 1932, LEGO has grown into one of the world’s largest toy manufacturers. Speciality leader in the construction toy segment. Each year producing nearly 19 billion LEGO parts. Their most iconic product is plastic blocks, which fasten to other blocks, even those produced by the company decades ago. Known for nourishing creativity and problem-solving skills, as a result, the bricks have become a rite of passage for children all around the globe.

Here, we present how the Danish toy giant saw a 340% increase in return on ad spend. Achieving this with a clever and simple tool utilized on the Messenger platform .

In pursuit of this target, LEGO sought the assistance of their creative partners at Edelman. A global communications firm delivering powerful communications strategies, giving their clients the confidence to lead.

With an ultimate goal of increasing online sales, LEGO sought to boost sales by offering consumers gift recommendations that would guide them through the company's vast catalogue.

The solution was to enhance the online shopping Experience. In order to make that happen, LEGO, with its creative partners at Edelman, developed and rolled out its first bot for Messenger campaign during the 2017 Christmas shopping season. Due on its success, LEGO has since decided to make the bot available to consumers every day of the year. Know as Ralph, the bot enhances the digital shopping experience by quickly helping people choose and buy the perfect gift.

Given the strong results in the holiday season, LEGO’s decided to expand the bot's geographical reach, and compared the effectiveness of click-to-Messenger ads and click-to-website ads in increasing sales. The company developed colorful, catchy, short video ads.

LEGO served the click-to-Messenger ads to people over 25 located in the US, UK, France and Germany. It showed the click-to-website ads just in the UK, France and Germany. LEGO also served ads to people with an interest in the LEGO brand, toys and shopping, as well as to people who visited the LEGO website in the past 14 days but hadn't purchased in the previous 7 days.

The friendly bot for Messenger stressed the creativity and sense of fun LEGO toys can unlock in children. The campaign, which showcased colorful toys and block sets from LEGO’s immense catalog, used warm and inviting language. Bright, bold and playful, the imagery conveyed the sense of happiness inherent to LEGO, while gently encouraging purchases.

LEGO scored a clean winner with this brilliant campaign. The results of this campaign -which ran from March 22–April 6, 2018- was measured using reporting data from Facebook Ads Manager, which compared the performance and effectiveness of click-to-Messenger ads with click-to-website ads and revealed:

• 3.4X higher return on ad spend for click-to-Messenger ads compared to ads that linked to the LEGO website
• 71% lower cost per purchase when clicking through to the Messenger experience compared to ads optimized for clicks
• 1.9X higher value for website purchases made from click-to-Messenger ads

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Meet Lego’s Facebook Messenger chatbot Ralph, a helpful alternative to bricks and mortar

• Facebook Messenger

By John McCarthy, Opinion Editor

November 23, 2017 | 3 min read

Listen to article 4 min

Lego has embraced a Facebook Messenger chatbot to help engage fans and aid consumers with gift indecision in the run up to Christmas.

Ralph the bot to drive Lego sales on Facebook

Ralph the giftbot has been created as a guide through the notoriously stacked back catalogue of Lego kits. He was built to capitulate upon Christmas indecision around gift-making and to give Lego an ecommerce foothold on the social network.

James Poulter, senior manager, digital consumer engagement at Lego, said: “We are continuously searching for new and fun ways to engage with our consumers and shoppers. Chat bots are increasingly being used by brands to engage in the digital space, and in turn to drive sales. The Lego Group is one of the first in the toy industry to embrace this concept.”

The bot has been developed as a streamlined experience where user inputs are limited to answering questions via on-screen prompts. Ralph the Robot asks users questions like their age, budget, and the type of sets they are interested in. A few seconds later and a slew of kits have been coughed up for purchase, complete with free shipping.

This controlled environment has been designed where user inputs are limited, meaning that Ralph’s responses will be solely created to reduce friction from potential purchases on the social network. The tone is broken up with numerous Gifs of the bot in action.

Genelle Holton, UK digital marketing manager, stated that Facebook’s market reach made it a desirable platform to host the bot on. Ricardo Caetano, global creative strategist at Facebook Creative Shop, added: "The Messenger Platform enables businesses to build experiences that facilitate connection with customers, create meaningful interactions and ultimately drive results."

Try the bot out here . It is featured in UK, US, Canada, France, Germany and Poland.

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Embracing Customer-Centric Transformation – The Story of LEGO

Building beyond business: how lego’s meaning-driven model redefines success.

In the fast-paced world of business, companies often emphasize competitive edge and customer service. Yet, many fail to address a crucial question: why does their company truly matter? In a world teeming with options, what makes a business stand out isn’t just service quality, but its inherent meaning and relevance to its customers. This article explores how LEGO, a company renowned for its customer-centric approach and continuous transformation, has leveraged these qualities to create a business model that thrives even in challenging times.

The traditional view of business models focuses heavily on outperforming competitors and delivering value to customers. However, this perspective misses a critical element – the ‘why’ behind a company’s existence. The real challenge lies in identifying the unique meaning that makes a company indispensable to its customers, employees, and the broader community.

“We remain fully focused on our ambition to inspire and develop more children around the world. We are proud to be in a strong financial position to deliver on this mission today and invest to ensure we continue to deliver for many generations in the future”

— Niels B Christiansen, CEO of LEGO Group

The LEGO Paradigm:

LEGO’s journey offers a compelling case study in this context. Known for its plastic building blocks, LEGO has become more than just a toy manufacturer; it represents a hub for creativity and learning. This transformation didn’t happen overnight. It was the result of deeply understanding and empathizing with their customers’ desires – not just for toys, but for tools that stimulate imagination and learning.

LEGO’s success in continuously adapting to market demands illustrates the importance of listening to customers. In the late 1990s and early 2000s, LEGO faced a critical phase with declining sales and relevance. However, by re-engaging with its core audience and innovating based on customer feedback, LEGO transformed its business model. They expanded into video games, movies, and even theme parks, all the while staying true to their core value of fostering creativity.

Timeline of LEGO’s Transformation

1. Early Beginnings (1932-1958)

• 1932 : Ole Kirk Christiansen founded LEGO in Billund, Denmark.
• 1949 : Introduction of the Automatic Binding Bricks, the early version of LEGO bricks.
• 1958 : Patenting of the modern LEGO brick design.

2. Expansion and Innovation (1959-1990)

• 1960s : Expansion of LEGO product line with new sets and themes.
• 1978 : Introduction of the first LEGO Minifigures.
• 1980s : LEGO begins to diversify with the launch of themed sets like LEGO Space and LEGO Castle.

3. Financial Crisis and Near-Bankruptcy (1990s-2004)

• Late 1990s : Facing increasing competition, LEGO expands into markets like video games, movies, and theme parks, but struggles with financial losses.
• 2003-2004 : LEGO nears bankruptcy, with a reported loss of DKK 1.4 billion in 2003.

4. Restructuring and Refocusing (2005-2010)

• 2005 : Jørgen Vig Knudstorp becomes CEO, initiating major restructuring.
• 2005-2010 : LEGO refocuses on core products and reduces costs, leading to a dramatic turnaround in profitability.

5. Innovation and Growth (2011-Present)

• 2011 : Launch of LEGO Ninjago, a major success.
• 2014 : Release of “The LEGO Movie”, a blockbuster hit, revitalizing the brand.
• 2015-2020 : Continued expansion into digital platforms and educational products.
• 2023 : LEGO remains a leader in creativity and innovation, with a strong focus on educational and sustainable products.

This timeline encapsulates LEGO’s journey from a small Danish company to a global leader in creative play, highlighting its ability to adapt, innovate, and stay relevant in a constantly changing market.

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Beyond the Numbers: LEGO’s Holistic Business Approach

A. Customer-Centric Innovation

• Listening to the Audience : LEGO’s turnaround is largely attributed to its renewed focus on customer feedback. The company actively sought input from its core audience – children – and their parents, understanding their preferences and evolving interests.
• Product Evolution : Based on customer insights, LEGO continually evolved its product lines, introducing sets that catered to various interests, from traditional building blocks to themed sets like LEGO Harry Potter and LEGO Star Wars, appealing to both children and adults.
• Quality and Safety : Despite financial challenges, LEGO maintained its commitment to high-quality, safe products, understanding that trust and brand integrity were paramount in retaining customer loyalty.

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B. Strategic Brand Collaborations

• Partnerships : LEGO forged strategic partnerships with popular franchises, enhancing its market appeal. These collaborations, like those with Marvel and DC Comics, brought in new customers and re-engaged lapsed fans.
• Educational Alliances : Collaborations with educational institutions to promote STEM learning through LEGO products further expanded its market and reinforced its commitment to educational development.

C. Sustainable Practices

• Environmental Commitment : LEGO demonstrated a commitment to sustainability, aiming to reduce its carbon footprint and transitioning to renewable energy sources. This approach resonated with environmentally conscious consumers.
• Sustainable Materials : The company invested in research to replace traditional plastic with sustainable materials, aligning with global environmental concerns and adding a new dimension of corporate responsibility to its brand image.

D. Digital Transformation

• Video Games and Mobile Apps : LEGO ventured into digital spaces with video games and mobile apps, effectively connecting with the tech-savvy younger generation.
• LEGO Digital Designer : This tool allowed users to design their own LEGO sets virtually, fostering creativity and interaction with the brand beyond physical products.

E. Community Engagement and Brand Experience

• LEGO Clubs and Magazines : These platforms offered a way for fans to engage with each other and the brand, sharing creations and ideas, thus building a strong LEGO community.
• LEGOland Theme Parks : These parks provided an immersive brand experience, turning LEGO into a lifestyle choice, not just a product.

F. Financial Resilience and Long-term Vision

• Financial Strategy : Post-restructuring, LEGO focused on sustainable growth rather than short-term gains, ensuring financial stability and resilience.
• Continued Innovation and Expansion : LEGO’s investment in new product lines and experiences kept the brand relevant and competitive, ensuring its market position in the long term.

G. Employee Engagement and Corporate Culture

• Employee Involvement : LEGO fostered a culture of innovation among its employees, encouraging them to contribute ideas and be part of the brand’s evolution.
• Workplace Environment : By creating a positive and creative work environment, LEGO ensured a motivated workforce, which was crucial for its turnaround and ongoing success.

H. Broader Impact and Social Responsibility

• Community Initiatives : LEGO’s involvement in community projects and educational initiatives underscored its commitment to having a positive social impact.
• Promoting Creativity and Learning : Beyond just selling toys, LEGO positioned itself as a catalyst for creativity and learning, aligning with broader educational and developmental goals.

LEGO’s story demonstrates that a company’s success is not solely measured by financial metrics, but also by how it resonates with and contributes to the well-being of its customers, employees, and society at large. This holistic approach to business has not only helped LEGO survive but thrive, establishing it as a beloved and enduring brand.

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Implementing the Concept Essence: LEGO’s Strategic Execution and Performance

A. Clarifying the Concept Essence

• Defining Purpose : LEGO crystallized its concept essence around “inspiring and developing the builders of tomorrow.” This vision went beyond toy production to emphasize creativity, education, and personal development.
• Customer-Centricity : The essence was implemented through a deep understanding of customer needs, aspirations, and evolving trends, ensuring that LEGO’s products and experiences remained relevant and engaging.

B. Translating Essence into Action

• Product Design and Innovation : LEGO’s commitment to this essence was evident in its product lines, which were continuously innovated to encourage creativity, problem-solving, and storytelling.
• Brand Experiences : Through LEGOland theme parks and interactive exhibitions, the company offered immersive experiences that embodied its essence, enhancing its appeal to families and LEGO enthusiasts.

C. Key Performance Indicators (KPIs) Improvements

• Increased Sales and Market Share : Following its restructuring and refocusing on the concept essence, LEGO saw a significant increase in global sales, regaining and expanding its market share in the toy industry.
• Customer Satisfaction and Loyalty : Customer satisfaction metrics improved, as reflected in repeat purchases and positive reviews. LEGO’s engagement strategies, like interactive platforms and clubs, fostered a loyal customer base.
• Brand Recognition and Reputation : LEGO consistently ranked high in global brand recognition surveys, reflecting its strong positioning in the eyes of customers.

D. Positioning in the Eyes of the Customer

• Innovative and Educational Brand Image : Customers perceived LEGO as a brand that not only provided entertainment but also contributed to learning and development, aligning with modern educational values.
• Sustainable and Responsible Company : LEGO’s initiatives in sustainability and community engagement positively impacted its image, portraying it as a socially responsible brand.
• Culturally Relevant and Diverse Offerings : With its diverse product ranges and inclusive designs, LEGO appealed to a wide demographic, from children to adult collectors, enhancing its universal appeal.

E. Ongoing Adaptation and Evolution

• Responsive to Market Trends : LEGO’s agility in responding to market changes, such as the rise in digitalization and eco-consciousness, kept it ahead of industry trends.
• Employee Involvement in Innovation : The company encouraged a culture of innovation among its employees, who played a vital role in keeping the essence alive through new ideas and initiatives.

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F. Communication and Brand Messaging

• Consistent Brand Messaging : LEGO’s marketing and communication strategies consistently echoed its concept essence, reinforcing its commitment to creativity, education, and social responsibility.
• Engaging Storytelling : Through storytelling in its marketing campaigns, LEGO connected emotionally with its audience, making the brand more relatable and memorable.

G. Measuring Success Beyond Financials

• Impact on Education and Creativity : LEGO’s success was also measured by its impact on promoting creativity and education among children worldwide.
• Community and Environmental Contributions : The company’s efforts in sustainability and community projects added another layer to its success metrics, aligning with broader societal values.

By effectively implementing its concept essence, LEGO not only improved key performance indicators but also repositioned itself in the global market as a brand that stands for innovation, education, and social responsibility. This strategic approach enabled LEGO to resonate deeply with customers, creating a strong and enduring brand connection.

Where is LEGO now?

LEGO’s financial performance for the first half of 2023 shows a mix of challenges and strengths which reinforces the need to continuously improve and establish strategic resilience:

• Growth and Profitability : Compared to the previous two years, LEGO experienced a slowdown in growth and profitability. Consumer sales increased by 3% from the previous year, but revenue only grew by 1%, resulting in sales of 27.4 billion DKK (approximately US$3.99 billion). The net profit declined to 5.1 billion DKK (about US$0.74 billion), a decrease of 17.74% compared to 6.2 billion DKK (US$0.9 billion) in the previous year. The decline in net profit is attributed to rising costs and potentially increased discounts offered by LEGO​ ​​ ​.
• Investment and Strategy : Despite these challenges, LEGO continued to invest heavily, spending 3.6 billion DKK on property, plants, equipment, and intangible assets. These investments were likely for new manufacturing facilities in Virginia, USA, and Vietnam, and for expanding the capacity of existing factories. The company’s decision not to decrease investment or lay off staff highlights its operational strategy and long-term focus​ ​​ ​.
• Market Performance and Initiatives : LEGO’s market share grew significantly as it outperformed a declining toy market . The company’s portfolio in 2023 included more than 750 products, with top performing themes like LEGO® Icons, LEGO Star Wars™, and LEGO Technic™. LEGO also continued its partnership with Epic Games to create digital experiences for children. The brand was recognized as the most reputable brand in the world by RepTrak in April​ ​.
• Financial Overview : LEGO’s operating profit for the first half of 2023 was DKK 6.4 billion, down from DKK 7.9 billion in the previous year. The company’s free cash flow was DKK 1.1 billion, reflecting investments in global manufacturing capacity and technology upgrades. These financial results show LEGO’s commitment to long-term strategic initiatives, including manufacturing, digitalization, and sustainability​ ​.

We are satisfied with our performance; especially as it has been a challenging six months for the toy industry. Demand for our products saw us outpace the industry and significantly grow market share. Our strong financial position allows us to invest for the long term, particularly in areas such as digital, sustainability, and manufacturing. Overall, our performance is in line with expectations, after three consecutive years of extraordinary growth, and we are grateful for our great colleagues who work each day to inspire children through play”. Niels B Christiansen, CEO of LEGO Group :

Overall, LEGO’s financial performance in the first half of 2023 indicates a period of strategic investment and market strength, despite challenges in growth and profitability. The company’s focus on innovation, digital transformation, and sustainability positions it well for long-term success in the evolving toy industry.

CDO TIMES Bottom Line: LEGO’s Strategic Resilience and Market Success

1. Embracing a Holistic Business Philosophy:

• LEGO’s transformation showcases the power of a business model that goes beyond financial metrics. By integrating creativity, education, and social responsibility into its core philosophy, LEGO has established itself as a brand with a purpose, resonating deeply with consumers across various demographics.

2. Customer-Centric Approach as a Success Driver:

• The company’s customer-focused strategy, which involved actively listening to and incorporating feedback, has been instrumental in its turnaround. This approach not only revived its product lines but also fortified customer loyalty, proving that understanding and valuing customer needs are crucial for long-term success.

3. Innovation and Adaptability:

• LEGO’s continuous innovation, both in product development and digital transformation, has kept it at the forefront of the toy industry. Its ability to adapt to changing market trends and consumer preferences underscores the importance of agility and foresight in business strategy.

4. Sustainable Practices and Social Responsibility:

• LEGO’s commitment to sustainability and community engagement has not only improved its brand image but also aligned it with the growing global focus on environmental and social governance (ESG). This approach demonstrates how corporate responsibility can contribute to a company’s appeal and relevance in the modern market.

5. Financial Resilience Through Value Creation:

• The financial turnaround and growth of LEGO, following its strategic restructuring, highlight the effectiveness of a value-driven business model. LEGO’s focus on creating long-term value rather than short-term gains has ensured its financial resilience and market leadership.

6. Educational Impact and Community Engagement:

• LEGO’s impact extends beyond the realm of business into education and community development. By positioning itself as a tool for learning and creativity, LEGO has contributed significantly to the educational sector, enhancing its societal value.

7. The Role of Corporate Culture and Employee Engagement:

• The transformation journey of LEGO also emphasizes the role of a positive and innovative corporate culture. Employee engagement and involvement in the company’s vision have been key factors in driving its success and sustaining its innovative edge.

8. Building a Legacy and Setting Industry Standards:

• LEGO has not just survived market challenges; it has thrived and set new standards in the toy industry. Its journey from near bankruptcy to becoming a global leader is a testament to the power of a meaningful, customer-focused, and socially responsible business approach.

Final Analysis: LEGO’s story is a powerful example for C-level executives looking to steer their companies through challenging times and competitive markets. It illustrates that integrating purpose, customer-centricity, innovation, and social responsibility into the business model can lead to remarkable resilience, growth, and a lasting legacy. This approach can serve as a blueprint for businesses aiming to achieve not just financial success but also a meaningful and enduring impact in their industries and communities.

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In this context, the expertise of CDO TIMES becomes indispensable for organizations striving to stay ahead in the digital transformation journey. Here are some compelling reasons to engage their experts:

• Deep Expertise : CDO TIMES has a team of experts with deep expertise in the field of Digital, Data and AI and its integration into business processes. This knowledge ensures that your organization can leverage digital and AI in the most optimal and innovative ways.
• Strategic Insight : Not only can the CDO TIMES team help develop a Digital & AI strategy, but they can also provide insights into how this strategy fits into your overall business model and objectives. They understand that every business is unique, and so should be its Digital & AI strategy.
• Future-Proofing : With CDO TIMES, organizations can ensure they are future-proofed against rapid technological changes. Their experts stay abreast of the latest AI advancements and can guide your organization to adapt and evolve as the technology does.
• Risk Management : Implementing a Digital & AI strategy is not without its risks. The CDO TIMES can help identify potential pitfalls and develop mitigation strategies, helping you avoid costly mistakes and ensuring a smooth transition.
• Competitive Advantage : Finally, by hiring CDO TIMES experts, you are investing in a competitive advantage. Their expertise can help you speed up your innovation processes, bring products to market faster, and stay ahead of your competitors.

By employing the expertise of CDO TIMES, organizations can navigate the complexities of digital innovation with greater confidence and foresight, setting themselves up for success in the rapidly evolving digital economy. The future is digital, and with CDO TIMES, you’ll be well-equipped to lead in this new frontier.

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As the CDO of The CDO TIMES I am dedicated delivering actionable insights to our readers, explore current and future trends that are relevant to leaders and organizations undertaking digital transformation efforts. Besides writing about these topics we also help organizations make sense of all of the puzzle pieces and deliver actionable roadmaps and capabilities to stay future proof leveraging technology. Contact us at: [email protected] to get in touch.

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LEGO UPLIFTS SALES BY 300% WITH Locala'S SANTA CHATBOT CAMPAIGN

Lego - taking the chat out of the bot.

LEGO, the international toymaker, partnered with Locala and Carat to innovatively reach parent shoppers across Singapore during the 2017 Christmas shopping season. To create a personalized experience while shortening the path to purchase for the target audience, LEGO launched The Santa Chatbot campaign.

Campaign Insights

To raise awareness and increase engagement of LEGO’s target audience, the Santa Chatbot was designed to assist parents during the high-pressure Christmas season. After seeing the LEGO creative on their smartphones, consumers could click on the call-to-action “Chat with Santa” and begin using the chatbot. Here, parents found product suggestions when searching for the LEGO toy most suitable for their child. Once a product was selected, users were then directed to LEGO’s online store or provided with the closest location where they could purchase the toy.

Campaign Results

Throughout the campaign, online metrics showed consistently high user engagement. With the same media budget, LEGO’s 2017 Christmas campaign achieved 100% more clicks than generated in 2016. On average, the chatbot conversation sessions were 2.08 minutes long. The landing page, in this case, the chatbot conversation flow, saw entry rates three times higher than the industry average and user interaction rates four times higher than the industry average.

The “Restart” button option in the chatbot was one of the top 10 buttons clicked, demonstrating audiences were eager to explore more features in the chatbot. Among the products recommended by the LEGO Santa Chatbot, there was an impressive +300% sales uplift compared to the weeks before the campaign’s activation.

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7 Effective Chatbot Use Cases Across Industries [+ Examples]

November 16, 2022

Bhavyadeep Sinh Rathod

Content Editor, WotNot

Table of Contents

Just a few days back, I searched for a musician on Google and landed on their website. 

Surprisingly, I was greeted by a chatbot. 

The bot embodied the name of the musician and was programmed to help the user to navigate, interact with them, and provide behind-the-scenes information about any of the musician’s songs.

The bot was direct about its nature of being a virtual digital assistant but the script was highly interactive and conversational.

It definitely felt like the first of its kind.

Although the number one chatbot use case is “getting a quick answer in an emergency” it made me wonder how many unexplored chatbot use cases are out there and how innovatively brands and individuals are leveraging a chatbot. 

Chatbots have evidently advanced and with numerous types of chatbots and feasible chatbot pricing modules, more companies are embracing the technology like never before.

I went on a spree, exploring real-life use cases for chatbots and how different companies are addressing their pain points or simply engaging with site visitors.

Listed below are some of the top case studies of chatbot use cases I came across.

Check them out. 

#1 Lego: An Online Retail Toy Company Drives Sales Growth Through Ecommerce Chatbot

Today, finding new target customers on an online platform is not a cakewalk. A lot of eCommerce providers are relying on conversational commerce techniques that involve amplifying their sales and support via a chatbot.

Conversational commerce combines the best of both worlds where it leverages the ease and efficiency of eCommerce portals and the personalized assistance that users would otherwise receive in a brick-and-mortar store.

It’s what one of the largest toy companies in the world did. Lego already had a great offline market. But to transit into the online world and increase its sales was not something they were accustomed to.

Moreover, they identified a pattern in their target market where their toys weren’t just bought for kids but also for adults who bought lego for nostalgia reasons. Hence, their target market comprised adults buying lego products for themselves and for others as gifts but didn’t know where to start. 

How Did Chatbots Help? 

Enter Ralph — their virtual digital assistant.

To cater to their market, they deployed Ralph, a messenger chatbot that provided product recommendations based on users’ tastes and preferences.

Ralph helped users find the right Lego set and just this simple addition gave them overwhelming success.

This direction also helped Lego earn 3.4 times higher return on ad spend for click-to-Messenger ads. The chatbot cost was also considerably lower than ads which helped them fetch a good ROI.

#2 Domino Printers : A Manufacturing Company Generates Qualified Leads and Business Value

While a lot has been said about how chatbots benefit the customer and are pioneers of sales in the B2C business scenarios, use cases for chatbots in manufacturing had largely been kept in the dark. But you’d be surprised at how many manufacturing companies are taking the assistance of a chatbot.

Manufacturing chatbots are often overwhelmed by the support tickets and managing workflows that span different floors and shifts.

Chatbots bring about the much-needed streamlining in the industrial processes and mundane tasks that its workforce would otherwise have to fulfill manually.

That brings us to our next example.

Domino Printers is a leading company in the commercial printing sector and its reasons for deploying chatbots spanned from digitizing support and generating leads during the turbulent time of the pandemic. As a result, it deployed a bot for both customer support and lead generation . 

How Did Chatbots Help?

As for lead generation, the Domino Printers chatbot showcased its 50 products on a carousel so its prospective customers can easily browse the products.

They made it possible through an Airtable integration that made it easy to add or remove products all through a no-code bot builder and an easy-to-use interface.

For customer support, the bot was designed to collect tickets relating to current products, training services, etc. Once the bot raised the ticket, it would automatically get transferred into its CRM.

As a result of this endeavor, Domino Printers was able to:

Scale its engagement by 60%, 

Generate a $1.25M attributed pipeline

Solve more than 130 service tickets. 

Not so bad for a manufacturing company, isn’t it? 

#3 Luxury Escapes : A Travel Company Offers Personalized Travel Packages to Users

The success of the travel industry relies on the number of bookings. Besides, most activities in the travel industry need to contend with customers arriving, leaving, planning and executing. The smoother these processes are, the better.

Being highly service oriented, a travel company also needs to provide top-notch support.

But enhancing the customer experience in travel has always been a challenge. The evolving expectations of customers require brands to provide round-the-clock support and assistance throughout the entire booking journey.

This was what Luxury Escapes was looking for. An Australian global travel company experienced over 2 million website visitors monthly. The visitors would surf for new deals and tour packages, but the journey lacked the personal touch.

The conversion ratio was not up to the mark and the revenue suffered. The marketing efforts didn’t pay off since the number of visitors was not doing anything for the business. 

Luxury Escapes deployed a lead-generation AI chatbot that conversed with every website user and enhanced their site experience. The chatbot also came with additional features pertaining to travel industries.

It included a holiday planner that customers could use to design their holiday packages and a product recommendation engine that would recommend packages best suited for individuals after asking a few questions.

Moreover, to further enhance engagement, the chatbot also included a roll-the-dice game for users for the purpose of suggesting random travel destinations. The game proved to be a huge success since it was played 6800 times in its three-month campaign. 

#4 Zydus : A Multi-specialty Hospital Schedules Appointments at Scale 

Recently, the healthcare industry has experienced an unbearable burden. Globally, hospitals are understaffed and the raging pandemic and other diseases are prompting them to work overtime.

The Healthcare industry has never shied away from embracing new technology that helps reduce their burden and automate key tasks. As healthcare organizations offer increasingly better care and improve health outcomes, AI is playing a central role in the current advancement of the industry and paving the way for numerous healthcare chatbot use cases.

Healthcare chatbots aren’t just systems designed to interact with customers and patients. One of their strengths also lies in the fact that they can be highly competent in internal roles when exposed to different training data. They can book appointments, and provide answers to basic FAQs before the official diagnosis.

Zydus Hospitals , a multi-specialty hospital in India decided to leverage a healthcare chatbot to increase their appointment booking via their website chatbot.

It further wanted to make its service round-the-clock and provide instant answers to patients. Meanwhile, it also wanted to make the booking processes seamless and it knew that the only way it could achieve everything at once would be via a chatbot. 

Since India is a multi-lingual country, the first thing Zydus did was build multi-lingual chatbots to reach a larger audience. The chatbot would automate the first part of a doctor-patient interaction, which is, diagnosing the disease.

The chatbot would ask a series of questions and prompt the patient to book an appointment. After this, all the doctor has to do is evaluate the answers and suggest a treatment plan.

As a result of this project, Zydus hospitals were able to:

Handle more than 88k conversations, 

Book more than 5k appointments,

Generate business revenue of more than $276K

#5 Royal Bank of Canada : A Global Bank Leverages a Digital Banking Assistant

Banks and the insurance industry strives for services that are meaningful and personal. But with growing customers, it becomes difficult to scale while also keeping their experience intact.

Besides, the future of banking needs to fulfill the demand and walk in the shoes of tech-savvy customers. To address the technological challenges and gaps, financial institutions are implementing AI, insurance chatbots , and banking chatbots to facilitate conversations with millions of customers at once.

Banking chatbots can proactively alert customers to make pending payments, and check out the latest offers on credit cards, and potential upgrades and issues with their bank accounts.

Tasks that used to be completed by talking in a branch or on the phone, are replaced by conversations on a bot interface with virtual assistants for support in real-time.

Canada’s largest bank, the Royal Bank of Canada is following the path to AI automation through chatbots. Over time, it has rolled out AI-powered solutions through NOMI (dubbed from ‘know me’) that have given them a competitive edge. 

The bank uses NOMI to send alerts and reminders to account holders. It sends them personalized insights based on their banking history and habits. The chatbot is available on the bank’s mobile app, hence it allows them to manage their daily spending and calculate their budget.

NOMI is also multilingual and smart enough to transfer the chat to a live agent as and when needed. Even though the bot can handle 75% of the questions, it seamlessly transfers to a human if the user wants answers to more personal and complex questions. 

#6 AMTRAK : A Train Company Facilitates Online Ticket Booking via a Chatbot

As mentioned, online booking has become the new normal, be it for saloons, travel, hospitals, and other service-based industries. The speed and convenience that automation provides in the online booking are unmatched by the manual process.

As one of the largest rail companies in the US, AMTRAK witnesses thousands of visitors every day. They have more than 20,000 employees and 30 million passengers a year. 

AMTRAK was facing the same issues that most face in the travel and service industry today — shortage of customer service staff and increasing customers. 

What AMTRAK did is pretty simple. It deployed a messenger chatbot called ‘Julie’ that helps site visitors plan vacations by themselves, book reservations at hotels, navigate the site, and get route information.

The chatbots made three things possible for AMTRAK

Offered a medium for post-sale support 

Provided live chat only when needed

Promoted self-service for its thousands of visitors 

Julie was programmed to act as the company’s 24/7 customer service representative and currently answers more than 5 million questions per year.

As a result of this, the company witnessed a 25% increase in its bookings, and its booking through chatbots generated 30% more revenue. 

#7 TechCrunch : A Technology News Company Pushes the Latest Stories Through a Conversational Marketing Tool

What could possibly be the chatbot use case for an already successful web-based technology news company?

TechCrunch entered the chatbot game early on and implemented them with one core focus —  to increase the customer’s brand experience .

It wanted to circulate its content in a better way and make it available to users whenever they needed it.

TechCrunch’s custom chatbot allowed users to pick the number of times they’d like to receive new content and filter them based on the type of content, the authors, etc.

Since TechCrunch has a lengthy directory of content, it facilitates users to customize the experience based on their preferences. Naturally, it drove engaged traffic to the site and laid the foundation for long-term customer relationships. 

Finishing Thoughts

The list can be endless if we talk about how bots helped brands achieve the greatest heights of success. But the truth is, we’ve barely scratched the surface when it comes to chatbot use cases. As bot technology progresses, it can do a lot more for brands and customers alike.

All in all, bots are a good topic of discussion. If you’re looking to get educated about them in detail, feel free to contact us , and we can take you on a bot-i-ful journey and help you understand its use cases in depth.

ABOUT AUTHOR

He likes technology, chatbots, comedy, philosophy, and sports. He often cracks hilarious jokes and lightens everyone's mood in the team.

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• For Small Business

Top 25 Chatbot Case Studies & Success Stories in 2024

• March 17, 2024
• by Terry Tolentino

Conversational AI and chatbots have exploded in adoption across industries in recent years. As artificial intelligence continues rapid advancement, more companies are embracing chatbots to transform customer engagement, improve operations, and drive business growth.

In this comprehensive guide, we will explore 25 compelling real-world examples of successful chatbots across an array of use cases. From slick customer service bots to innovative healthcare applications, these case studies demonstrate the vast potential of conversational AI.

But first, let‘s examine the data on chatbot expansion:

• The global chatbot market size is projected to grow from $2.6 billion in 2019 to $19.1 billion by 2027 at a CAGR of 29%.
• By 2024, the chatbot industry could be worth up to $102 billion globally, per another estimate by Juniper Research .
• Gartner predicts that in 2024, 70% of white collar workers will interact with some form of conversational AI daily.

This burgeoning adoption shows that chatbots are becoming a vital enterprise technology, providing key benefits like:

• 24/7 availability – Bots extend service availability beyond human capacities
• Fast resolution – Automating common requests speeds customer issue resolution
• Consistent experience – Chatbots avoid human fatigue and emotional bias
• Scalability – AI allows managing millions of conversations simultaneously
• Personalization – Data drives tailored interactions for each user
• Cost savings – Chatbots optimize spend on customer service agents and manual processes

Now let‘s explore some standout examples of companies utilizing chatbots to transform their business and industry.

Customer Service Bots

Customer service is one of the most common and highest value chatbot applications. By fielding common support questions and simple requests, bots enable human agents to focus on solving more complex issues. Customer service chatbots deliver huge ROI through improving satisfaction and reducing costs.

1. Freddy – HelloFresh

Use Case: Customer service Industry: Food & grocery delivery

HelloFresh , a leading meal kit delivery service, launched the Freddy chatbot on Facebook Messenger to enhance customer experience. Freddy helps subscribers with:

• Managing subscriptions – pausing, resuming, or canceling orders
• Troubleshooting delivery issues and missing ingredients
• Providing personalized recipe recommendations based on tastes
• Administering surveys, promotions, and advertisement

Implementing Freddy delivered impressive results for HelloFresh:

• 76% faster average response time to customer inquiries
• 47% increase in messages from users
• Higher customer satisfaction and engagement

By leveraging Freddy, HelloFresh significantly improved their customer service availability and efficiency. The chatbot demonstrates how conversational AI can add value for subscription-based delivery businesses.

2. MyGov Corona Helpdesk – Government of India

Use Case: Public health Industry: Government

When the COVID-19 pandemic hit in early 2020, the Indian government quickly deployed a chatbot on WhatsApp to share timely updates and combat misinformation. The MyGov Corona Helpdesk bot provided:

• Accurate information on COVID symptoms, treatments, and safety guidelines
• Instant answers to frequently asked questions about the virus
• Links to medical helplines for those needing health assistance

Within just 5 days of launching, the bot had already processed over 9 million user interactions. At the peak of India‘s first wave, it was handling an average of 40 million conversations daily – offering citizens a crucial public health information channel.

This example demonstrates how conversational AI can equip governments to promptly inform the public at scale during global health crises. The MyGov Corona Helpdesk was likely one of the world‘s largest COVID-related chatbots.

Healthcare Chatbots

Chatbots are making healthcare more convenient, accessible, and efficient. By initially assessing symptoms and handling logistics, medical bots allow doctors to focus their expertise on diagnosis and treatment. Healthcare AI adoption is accelerating, with the market projected to reach $13 billion by 2025 .

3. Babylon Health – AI-powered health chatbot

Use Case: Healthcare Industry: HealthTech

UK-based Babylon Health has developed one of the most widely used medical chatbots. Users describe their symptoms to Babylon, and the bot asks clarifying questions before recommending next steps, which may include:

• Suggesting home remedies
• Booking a video appointment with a doctor
• Directing the user to urgent care

Babylon combines its advanced conversational AI with traditional telehealth services. In 2022, it achieved a $5.5 billion valuation with over 5 million registered users globally.

Chatbots like Babylon enable 24/7 on-demand access to medical expertise. They can triage conditions, reduce unnecessary doctor visits, and increase health system efficiency. Babylon has held over 100 million consultations to date.

4. Florence – NHS digital health assistant

Use Case: Patient care & logistics Industry: Healthcare

The UK‘s National Health Service developed an AI-powered chatbot named Florence to help patients manage chronic conditions. Florence not only answers medical questions but proactively checks in on users via text to:

• Monitor symptoms and wellbeing
• Remind to take medications
• Provide rehabilitation exercise instructions
• Reschedule missed medical appointments
• Link patients to appropriate care teams

Studies found that 79% of patients using Florence needed less face-to-face time with doctors while maintaining or improving their health.

Florence demonstrates how healthcare chatbots can continually engage patients and coordinate their care, reducing hospital visits. She provided informational support to over 1.5 million users during COVID-19.

Chatbots are transforming sales by qualifying leads 24/7, guiding buyers through purchases, and expediting order processing. Conversational AI enables highly personalized shopping experiences that increase cart value and conversion rates.

5. Sephora – AI beauty advisor

Use Case: Ecommerce sales Industry: Retail

Cosmetics giant Sephora deployed a chatbot on Facebook Messenger to interactively recommend products suited to each user. Shoppers can:

• Take a skincare diagnostic quiz to receive product suggestions
• Get personalized makeup tutorials and application tips
• Browse curated looks based on their style
• Purchase featured items directly through the bot

Within 8 months of launching, Sephora‘s bot was averaging 11 million messages per month. Their success demonstrates how conversational AI can provide customized shopping guidance and recommendations at scale.

6. 1-800 Flowers – Floral gift concierge

For Valentine‘s Day 2017, online florist 1-800 Flowers introduced a Facebook Messenger chatbot to facilitate sending floral gifts. Users could:

• Browse bouquet arrangements filtered by price or recipient
• Select add-ons like vases, teddy bears, and chocolates
• Provide recipient details for hand-written gift notes
• Save delivery information to checkout faster

During that Valentine‘s Day, the bot generated a 37% increase in mobile revenue for 1-800 Flowers. Conversational interfaces provide a convenient way to manage complex gifting orders.

Travel Bots

Virtual travel agents are transforming trip planning and bookings. AI chatbots offer 24/7 availability to research destinations, compare options, and book flights, hotels, and activities.

7. KLM Airlines – Flight update chatbot

Use Case: Customer service Industry: Airlines

Dutch airline KLM developed a Facebook Messenger bot that notifies customers of flight updates. Passengers can:

• Receive boarding passes, check-in reminders, and gate change alerts
• Get notified about flight delays
• Ask common travel questions
• Make seating requests

Integrating messaging enables KLM passengers to access real-time travel information on-the-go. Chatbots offer airlines an additional channel to promptly notify customers of flight changes.

8. Expedia – Travel booking chatbot

Use Case: Ecommerce sales Industry: Travel

Leading online travel agency Expedia launched a Messenger bot to ease trip planning and booking. Users can:

• Describe ideal vacation preferences and receive destination ideas
• Search availability for flights, hotels, and rental cars
• Review and book trip details directly within the conversation
• Manage existing Expedia reservations and get notified of changes

Since launching its travel chatbot in 2017, Expedia has seen a 160% increase in mobile bookings. AI-powered conversational interfaces provide travelers a seamless, on-demand booking experience.

Education Chatbots

Chatbots are enhancing education by enabling personalized, interactive learning experiences. Intelligent tutoring systems leverage AI to teach students concepts, strengthen skills, and simulate immersive practices.

9. AutoTutor – Intelligent tutoring chatbot

Use Case: Education & training Industry: EdTech

Developed at the University of Memphis, AutoTutor is a pioneering example of an AI teaching assistant. It helps students learn concepts by:

• Engaging in dialogue to assess their understanding
• Responding to questions and misconceptions
• Providing hints and explanations
• Adapting follow-up questions based on responses

In multiple studies, students learning with AutoTutor improved test scores by over 50% compared to just reading material. Intelligent tutors like it enable personalized education at scale.

10. Jill Watson – Georgia Tech teaching assistant

Jill Watson is a virtual teaching assistant developed at Georgia Tech university. Jill helps students taking an online artificial intelligence course by:

• Answering logistical and technical questions
• Guiding them through assignments
• Providing feedback on their work
• Holding office hours on demand

Jill demonstrates how AI chatbots can provide administrative and mentoring support at higher scale than human TAs. Since her 2016 launch, she has assisted over 10,000 Georgia Tech students.

Enterprise Chatbots

Within large companies, chatbots are improving productivity by automating workflows, providing employee self-service, and assisting with data-driven decisions.

11. Cognigy – Customer service virtual agents

Use Case: Customer service Industry: Conversational AI

Cognigy is an enterprise-focused platform for building conversational AI tools, including customer service chatbots. Major brands using Cognigy virtual agents include:

• Audi – answers car FAQs and helps find local dealers
• BioNTech – automated COVID vaccine appointment bookings
• Lufthansa – flight check-in and passport/visa verification
• Vodafone – phone plan recommendations and account support

Cognigy has powered over 500 enterprise implementations with a total of 100 million customer interactions annually. Intelligent virtual agents optimize support costs.

12. Boost.ai – HR digital assistants

Use Case: Employee self-service Industry: HRTech

Boost.ai provides an AI-powered conversational platform tailored for HR chatbots. Employees can ask HR questions on demand related to:

• Company policies, manuals, and resources
• Benefits and time-off management
• Payroll, tax forms, and employment verification
• Training and career development opportunities

Boost.ai clients have achieved up to 70% deflection of common HR inquiries. Chatbots provide employees unlimited access to personalized support.

13. Tact.ai – AI sales assistant

Use Case: Sales engagement Industry: Conversational AI

Tact.ai develops AI assistants for sales teams to qualify leads, surface insights, and optimize campaigns. Key features include:

• Automated data entry and list building
• Sales cadence optimization with predictive analytics
• Guiding reps through the best next actions
• Summarizing call transcripts and meeting notes

Tact.ai clients have increased sales productivity by over 20% . AI sales assistants free up time for strategic selling activities.

Chatbot Stats and Trends

Let‘s examine some overarching statistics that underscore the accelerating adoption of conversational AI:

• In 2022, there were over 600 million monthly active messenger app users globally, per Statista .
• The global chatbot market is forecast to grow from $2.6 billion in 2019 to $19.1 billion by 2027, representing a 29% CAGR , according to Grand View Research.
• Per Juniper Research, the total cost savings from chatbots will reach $11 billion globally by 2023 , up from $3 billion in 2019.
• In banking, chatbots can deliver up to $7 billion annually in operational cost savings by 2022, per Accenture .
• Gartner predicts that by 2022, 70% of white collar workers will interact with conversational AI daily.

These metrics demonstrate that chatbots have crossed the chasm and are becoming a mainstream enterprise technology.

Real-World Impact and Lessons

Analyzing these real-world implementations reveals several key lessons and best practices for achieving chatbot success:

• Laser target use cases – The most effective bots focus on enhancing specific tasks vs. attempting too broad of a domain. Identify your biggest pain point to solve.
• Fix broken processes – Look for manual workflows that frustrate customers and employees. Chatbots provide a scalable solution.
• Deploy across channels – Meet users on the messaging platforms they already use daily – like SMS, WhatsApp, Facebook Messenger.
• Leverage AI – Utilize natural language processing, machine learning, and user data to continually refine your chatbot‘s capabilities.
• Drive business value – Prioritize chatbots that directly impact revenue, costs, customer loyalty, and other tangible business results.

As these examples demonstrate, conversational AI can produce transformative outcomes across industries when applied strategically. Chatbots that are focused, intelligent, and embedded into workflows are propelling the next wave of digital transformation.

• Marketing & Advertising

How to utilize Chatbot in e-commerce? Let’s examine 3 purchase stimulation case studies!

• 9 August 2021
• 5 minutes read

Want to chat with “people”? Just direct message (DM) the big brand Facebook Pages! In recent years, chatbots have been a marketing tool used by many brands. According to verloop, the development trend saw nearly 80% of companies using chatbots in 2020, and more than 50% of customers expect companies to provide 24/7 customer service support; by 2022, chatbots will bring about more than eight billion dollars in savings to the global market. Chatbots are set to set off a wave of “conversational commerce” in the future e-commerce market.

In the application of chatbots, we believe that there are two general directions: internal and external (internally with respect to database retrieval, internal management; externally with respect to customer service, marketing, etc.). For the e-commerce industry, the company’s external application is more important. Shrinking the purchase journey of consumers can increase their willingness to place orders. Most chatbots will link to social media, communication apps, etc., to take advantage of social commerce, quickly and effectively targeting the products to potential consumers.

This article focuses on the external applications of chatbots. We will examine how major e-commerce brands use chatbots for customer service and sales by combining social commerce with conversational commerce to create a marketing method that is closer to the modern consumer’s lifestyle! 

Article Directory

What elements does a chatbot need, three e-commerce brands’ chatbot application scenarios.

  Before discussing the application of chatbots in e-commerce, we need to understand what elements a good chatbot needs to have. From the consumer’s perspective, features that capture your attention, effectively solve your questions, tempt you to place an order directly through the chat window are the 3 crucial elements. 

The logic of the chatbot is mainly related to the script you write. Therefore, when setting up the chatbot’s responses, the script should be written very clearly. Only logical chatbots can effectively solve the instant problems of consumers and reduce the labor cost of customer service. In a script set up, it is necessary to be very clear about the problems frequently encountered by consumers, so that consumers can be guided at every step of the way towards the final answer in the conversation .

For the script settings of e-commerce brand chatbots, product-related questions and purchase FAQs are all necessary, to allow consumers to find answers via the 24/7 chatbot.  

2. Humanization  

Humanized dialogue is one of the marketing engagement weapons for brands, giving consumers a sense of service enthusiasm. A chatbot too standardized will make consumers feel distanced, despite immediate response time as it lacks the humanization aspect. Therefore, a humanized dialogue setting is an important element to enhance the chatbot application to brands .

Through colloquial settings, personalizing response to include consumer names (such as: hello Kevin, how can I help you?), and even adding some interactive forms of fun (such as: interesting riddles, rhetorical conversations) etc, will make consumers perceive the dialogue as less mechanic.

When applied to e-commerce, humanized elements will not only make sales interesting, but also shift consumers’ impressions of brand chatbots to be authentic and personal. For example, the chatbots of Shopee Taiwan often use themed games with play on words and copy to engage consumers’ participation, and finally provide discounts to arouse consumers’ willingness to buy.  Consumers also change their perceptions of Shopee Taiwan’s chatbots all the while as more interesting.

Figure 1. Shopee Taiwan chatbot applies interesting mini games that help to increase the willingness to interact and can also stimulate purchase

3. Convenience

The convenience of using chatbots is also very important. A complex bot triggering and when each command requires consumers to enter longer keywords, will greatly reduce consumers’ willingness to chat. In this case, default buttons can be used to provide convenience, allowing consumers to change from active input to passive input through preset choices. These preset choices can also guide consumers towards preset scenarios and effectively answer their problems .

In addition, the convenience of the chatbot is the establishment of the member information where it can help input personal information on behalf of the consumer through Q&A, bypassing the need to separately open the website registration form. This feature greatly reduces the chance of consumers giving up during member registration.

When it comes to e-commerce sale enabled by chatbots, convenience is particularly important. You can add buttons for popular products, order inquiries, event information, brand FAQs, etc. to the chatbots, so that consumers can get the information sought from their social media and communication app without having to open the website to log in.

Three e-commerce chatbot application scenarios

According to overseas survey data, chatbots are most commonly used in the context of customer service, which can effectively respond in real time and reduce customer service labor. In addition to customer service, sales of goods and shopping FAQs are also very important chatbot applications for e-commerce companies. We will share 3 overseas e-commerce case studies of chatbot applications. 

Case 1: LEGO (Sales Scenario)

Figure 2: LEGO chatbot Ralph

LEGO, a well-known toy brand, used a Facebook Messenger chatbot (Ralph) assigned to solve the main problem of “choosing the right gift”. Since LEGO is one of the relatively higher priced toys, many of its buyers are parents of children, elders, etc.

As for the type of toys that children like, LEGO designed a guided dialogue for gift selection, so that parents can select gifts customized to their children. Furthermore, the chatbot is also connected to the localized inventory information on LEGO’s official website to prevent consumers from buying out-of-stock products.

Towards the end of the interaction when the consumer confirms the purchase, it only takes a click to be redirected to the online store page where the product has been placed in the shopping cart. Frequent offers of free shipping code and unique gifts also dont hurt in stimulating consumers to purchase. EDELMAN DIGITAL and Sumo’s case analysis data mentioned that LEGO’s chatbots promoted the quarter’s social media sales growth by 25%, and multiplied ROAS (return on advertising spend) by 6 times, and reduced cost per conversion by 31%.

Case 2: Lidl (FAQ+Sales Scenario)

Figure 3. Lidl chatbot Margot

Lidl Supermarket is a German supermarket chain with more than 8,000 branches around the world. Among these branches, a chatbot (Margot) is available to stimulate wine purchases, tips on food pairings, and even education on wine making methods. Integrating marketing content in the dialogue, Lidl achieved its sales goals through more than 200 kinds of food pairings recommendation, over 600 different types of wine-related questions to answer and promoting wine to be sold. 

Case 3: H&M (sales + understanding customer preferences)

Figure 4. H&M’s chatbot interface options

H&M’s chatbot mainly recommends suitable products for you through gender and style selection. At the same time, you can also choose to like or dislike this recommended product, so that consumers can find products through Q&A with the chatbot. With a redirection link to the store website to make purchases, consumers are more willing to buy. Effectively, H&M is indirectly learning what consumers like and how product categories perform, all of which can be used as references in marketing strategy planning.

The above are three case studies on the application of chatbots in e-commerce. In the future, as social commerce gradually integrates into the lives of modern society, channels that can quickly reach consumers will definitely strengthen product sales; case-in-point with chatbots being one of these channels. Perhaps some challenges may lie ahead. But we believe that in such a booming AI era, these challenges will be solved accordingly and completely change mainstream consumption habits.

Are you also using chatbots? Is it helpful for online store sales? Feel free to share your comments!

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Top 24 Chatbot Case Studies & Success Stories in 2024

Cem is the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per Similarweb) including 60% of Fortune 500 every month.

Cem's work focuses on how enterprises can leverage new technologies in AI, automation, cybersecurity(including network security, application security), data collection including web data collection and process intelligence.

Although the hype about chatbots is increasing, chatbot failure stories continue to get more visibility as well. However, success stories are rare, and ambitious conversational interface designers need to study them because, for every hundred failures, there are only a few success stories.

We compiled a list of 24 successful chatbot examples and example scripts from different applications. Our list contains the best chatbots for different applications and business use cases , such as, sales chatbots (Landbot.io), to friendly bots, such as, Replika.ai.

Learnings from studying hundreds of chatbots

We have seen companies that focus on their users’ important needs, set realistic targets and pay attention to usability build successful bots . It is important to know that not all chatbots are success stories. From our research, we stumbled upon numerous chatbot failures .

Now, without further ado, let’s start talking chatbots.

Customer service chatbots

Customer service bots resolve client queries such as answering FAQs or following up on a shipment status. These bots should help increase user engagement and satisfaction with their timely answers. Thus, chatbots are important part of conversational commerce strategies of companies .

1- HelloFresh Freddy

HelloFresh launched its bot to

• manage its surveys and quizzes. When Facebook users correctly responded to quizzes, Freddy sent them automated deals.
• suggest recipes.

Even though bot does not seem impressive in its conversational capabilities, it was able to:

• Reduce response time by 76%. This is not surprising as bot immediately responded to numerous queries, bringing the average response time down.
• Boost incoming messages by 47%

Healthcare chatbots

2- dr. a.i. already makes recommendations like a doctor.

Developed by the healthcare app, HealthTap, Dr. A.I.? reads patients’ symptoms, asks follow-up questions, and analyzes their data stored in the HealthTap app to connect patients with a specialized doctor in the vicinity. Dr. A.I.? uses HealthTap’s database of answers written by medical doctors to make the right recommendations regarding what next steps the patient should take. The latter can range from reading doctor recommendations to scheduling a virtual or in-person doctor visit or seeking urgent care.

3- Melody by Baidu, China’s Google, helps doctors collect symptoms

Melody collects symptoms from patients and summarizes them to doctors. Since diagnosing is pattern matching, it is not inconceivable that chatbots will one day be diagnosing us and prescribing our medicine. In times of great pressure on the medical staff and shortage of health workers, these bots could perhaps save lives by bypassing the need of visiting a human doctor.

Therapist chatbots

4- woebot is a free therapy chatbot.

Woebot is created by Alison Darcy, a clinical psychologist at Stanford University. It launched as an iOS app in 2018. Woebot uses cognitive-behavioral therapy to deliver scripted responses to users. 70 college students dealing with depression tested Woebot and their improvements were published in a research paper demonstrating significant benefits.

5- Wysa raises funds to address employees’ mental health

Wysa is a therapy chatbot that has gotten lots of positive reviews from its users. The chatbot was created in 2016 for individuals and employees alike to navigate their ways through stress, depression, anxiety, and other psychological distresses.

In 2021, Wysa was able to raise $5.5M in Series A funding to specifically focus on employee mental health. That was perhaps following the rise in interest in employee mental health, especially following the COVID-19 pandemic and stresses of occupational and health uncertainties.

6- X2AI’s Tess is a psychologist augmentation chatbot

Available both on a phone number and on Facebook’s Messenger, Tess uses a variety of psychological approaches to support patients, and allows psychologists to engage with a higher number of patients. Tess gives users the opportunity to talk to it if they are having a panic attack or put their thoughts into order before going to sleep.

A capability that distinguishes Tess from other therapy chatbots is that it uses ML to remember and use the data interactions it has to increase the accuracy and personalization of its recommendation. So when you close the app and open it again, you are not talking to a blank canvas, but rather a companion that remembers your confrontations at work or food allergies.

Explore chatbot use cases in healthcare in our in-depth article on the topic.

Conversion boosters & sales bots

While sales bots don’t have publicly available stats on their tractions, they are widely applicable. Market leader vendors developing sales bots can be successful if they can build a powerful solution.

7- Landbot.io for landing pages

Landbot.io gives businesses the opportunity to build their own chatbots through their visual, no-code chatbot builder. Landbot’s chatbot uses conditional logic (if X then Y) to convert leads into customers.

An insurance provider conglomerate, was able to achieve a 90% success rate in terms of assisting current clients with their insurance claims and converting potential leads into customers.

8- Dominos eases the process of ordering a pizza with a bot

Dominos leverages a restaurant chatbot to provide a frictionless order process. Also acting as l a PR initiative to improve their brand awareness, Dominos built a chatbot on Facebook Messenger. With the bot, they are enabling customers to order pizza from any location. The customers can also personalize their orders from the bot, such as telling it if they want any extra toppings or specific kinds of crust.

9- Kian is boosting conversions

Kian claims to increased the conversion rate on Kia’s website from 7% to 21%. Chatbots have a big role to play in complex B2C interactions, such as car sales, where they are able to answer complex questions quickly. As an additional bonus, chatbots provide a consistent sales experience across a wide range of channels.

10- Financial advisors

It is challenging to keep expenditure under control. And managing personal finances is getting more difficult to tackle nowadays, with plenty of digital subscriptions available, most of which can go unnoticed after some time.

Chatbots can help users manage subscriptions, take advantage of discounts and improve their financial literacy. For example, Trim analyzes and processes spending data. It identifies subscribed but forgotten services and helps users take advantage of better offers from utilities like cable. Working in Facebook messenger, Trim allows users easy access to their financial data and unlock savings. Trim claims to have saved more than 40 million for its users.

Travel chatbots

11- emirates vacations.

Emirates Airlines created a chatbot for its travel recommendation platform. Their chatbot strategy is more innovative than its peers, because they combined conversational AI technology with on-site display ads.

The bot asks questions such as the type of trip that you’ll be embarking upon and registers the user’s intent , as well as the web page that the user is on. The chatbot then personalizes the vacation planning process by offering them travel packages and providing relevant information about the location. They claim that the results for their 30-day test were positive: They experienced an 87% increase in engagement from consumers that saw the chatbot ad versus those that saw a standard display ad.

12- Dutch airline KLM, provides flight details through Facebook Messenger

Any flight notification can be directed to the passenger through Facebook messenger. This can be regarding the delay or a friendly reminder for check-in. Users can also in return, engage with the airline to update their meal preference or seat location.

Explore our articles about travel chatbot and hospitality chatbot use cases and applications. 

Digital assistants

13- alexa: the voice bot that resulted in largest revenues.

With an expected 125M units of shipment until 2025,  Amazon’s Alexa is by far the most financially successful chatbot with Amazon behind it. Amazon’s market capitalization of $1.57T by February 2022, and the management’s belief that voice commerce continued rise of popularity , ensures that Alexa gets the full support of Amazon.

By 2021, Alexa had 80K+ skills in the US alone. Skills in Alexa terminology are applications that allow Alexa to complete certain voice tasks. With its vast developer community, Alexa is more skilled than any other chatbot. She can help you shop, listen to music, run polls, and control your house’s ambient light.

14- Google Assistant

Available on all Android phones, Google Assistant is a holistic digital concierge. Google assistant serves as a response suggestion engine in Google’s messaging platforms. Additionally, assistants can answer questions and learn about users to offer them personalized news or suggestions.

Because Google Assistant comes in-built into phones, it does not have a big of a market, in terms of speaker shipment, as does Alexa. It has; however, caught up with Alexa in recent years (see Figure 1).

And by 2019, Google Assistant’s enhanced AI software had put it ahead of its main competitors (Siri and Alexa), in terms of correctly answering queries about local news, e-commerce , navigation, general information, and commands (see Figure 2).

15- x.ai’s Amy is already getting flowers from admirers

Having launched in 2014, x.ai’s Amy scheduled 1M+ meetings and received flowers and chocolate from people who know that she is a bot. Amy doesn’t yet have a voice but she’s extremely easy to use, just sign up @ x.ai and include “[email protected]” to your emails where you need scheduling.

x.ai team aimed to give Amy a consistent personality, with a reviewer with Harvard drama major approving all of Amy’s predefined statements available on its knowledge base. Her relatively limited domain is also an advantage: She shouldn’t be expected to answer random questions about life; she should simply be identifying matching availability.

In 2021, it was announced that x.ai was acquired by Bizzabo, a digital event management platform. In the press release , it was stated that x.ai’s “standalone scheduling tool” was shut down and was integrated into Bazzibo’s.

Survey bots

16- polly wants to know more about you.

Polly is a survey bot on Slack, Microsoft Teams, and Enterprise. The chatbot is mostly used to collect employee data, like their satisfaction during a meeting, the working environment, or any situation where the employees’ voice needs to be heard. The insights gained from the surveys can then be turned into data-driven decision-making.

17- Do not Pay, overturns $4M worth parking tickets for free

Coded by 19-year-old Stanford University student Joshua Browder, DoNotPay helps users contest parking tickets in an easy-to-use, chat-like interface. In the first 21 months of service, DoNotPay took 250,000 cases and won 160,000, appealing over $4m of parking tickets.

Since then, it’s expanded its features to 100 different legal processes, from helping users get eligibility for college fee waivers to connecting with a prison inmate.

It always brightens my day to receive these emails. I wish the local governments would just follow the rules pic.twitter.com/1gz6NjYSs3 — Joshua Browder (@jbrowder1) June 26, 2016

Content automation

18- automated insight’s wordsmith writes press-ready articles.

Automated Insights wouldn’t call Wordsmith a chatbot. After all, it produces a pretty one-sided conversation: it generates reports from data. However, its language manipulation and content generation  capabilities earned it a spot on our list and Automated Insights boasts that it is the only public API for natural language generation .

Just add Wordsmith to your Excel, Word or Tableau document and it will use the underlying data to prepare concise verbal summaries of the data. Wordsmith creates:

• 4K company earnings reports/quarter for the Associated Press
• 50K personalized narratives/week for greatcall
• 100K workout recaps/week for bodybuilding.com

19- Toutiao offers tailored news

Toutiao, or “headline news” is a popular news aggregation service in China. As of 2021, Touriao had 148M , active users, spending 87 minutes on the news app on average.

A fun fact is that Toutiao’s algorithm is the same one that’s leveraged on TickTock. In recent years; however, the same algorithm that is responsible for offering tailored articles and content to individuals (through machine learning and data collection to learn more about them) is facing a governmental crackdown. This puts the future growth of the bot in doubt.

Chatbots for general use

Chatbots can act as digital friends and entertainers:

It is hard to talk about conversational AI and not mention the latest version of GPT. Its ease with grammar and creativity make it a great chat partner with numerous developers releasing their GPT-3 based chatbots. However, there are numerous examples where its lack of logical understanding makes it prone to error and outrageous recommendations .

In this video below, you can watch two GPT-3 AIs having a conversation that almost sounds human. The level of training enables these AI bots to make jokes, express their feelings about being robots, and discuss philosophical topics such as friendship, love, and existing like a human in the real world.

OpenAI launched ChatGPT , a GPT-3-based chatbot, on November 30, 2022. Due to the bot’s ability to converse like a human on a variety of themes, the application gained more than 1 million users in a week. For instance, the picture below demonstrates how ChatGPT identifies itself in terms of investor terminology.

21- Microsoft’s Little Ice, XiaoIce in Chinese, became a social media phenomenon

XiaoIce is Microsoft’s biggest chatbot success story and along with GPT-3, it is one of the most technically sophisticated bots on our list. In just three months following its launch in July 2014, XiaoIce had 0.5 billion conversations.

After becoming independent of Microsoft, in 2021, the company reached a valuation of 1$B following rounds of funding.

She has been ranked as Weibo’s top influencer with 850,000+ followers.

Some metrics that prove her success are:

• The average number of dialogue turns per individual conversation (CPS) is 23 which is even higher than human conversations .
• Designed by Alan Turing in 1950, the Turing test was one of the first ones designed to measure AI capabilities. XiaoIce passing that test was significant.

But what made the chatbot so successful? Since she’s only fluent in Chinese, we couldn’t complete a detailed analysis of all her capabilities. However, these are her frequently discussed abilities:

• Fluid, natural-like speech, enabled by text mining : As any one who frequently interacts with bots can tell you, it is rare to find a natural sounding bot. Microsoft team had to achieve this in Mandarin which is more difficult to tackle than English, because meaning in Chinese is more often implied by nuance and context versus grammatical structure. To address this, Microsoft team indexed over 7 million public conversations on the web.
• Image recognition: XiaoIce understands images which allows her to interact in a richer way with users.

• Context understanding: XiaoIce understands context and relations between entities, as demonstrated below:

Controversies

Unfortunately, XiaoIce later had a run-in with the communist party with statements such as “my China dream is moving to United States”. No bot is immune from failures , and countries with censorship regimes make it harder to test bots.

Going forward

Despite such setbacks, Microsoft is going ahead with chatbot development. Recently  Allison Linn highlighted in Microsoft Blog how XiaoIce can now operate “full duplex”, a communications term meaning that she can listen and respond at the same time allowing her to interrupt a user with suggestions or respond when users interrupt her.

While this does not apply to the written format where you only see full replies, it is crucial in speech where humans interrupt one another continuously allowing an efficient interchange of ideas. This can be more efficient and fluid than the walkie-talkie style where you have to listen to the speaker even when she is mentioning things you are already aware of.

Lately, XiaoIce’s intelligence has been applied in diverse areas such as poetry. However, we couldn’t find much evidence on the commercial success of such applications

22- Kuki, formerly known as Mitsuku, wins prizes for her engaging conversations

Founded in 2005, Kuki is a relatively old chatbot. Kuki does not serve any specific purpose, but rather aims to engage and entertain users. It has earned Loebner Prize for ability to have human-like conversations in 2013, 2016 and 2017,2018 and 2019 . However, the award, now discontinued, was criticized within the AI community, for being based on subjective assessment of judges after a short conversation with the bots. Still, Kuki has been performing pretty well for a relatively old bot.

23- Replika.ai got 500K Android downloads to clone people

Replika launched with a viral marketing campaign where customers could gain codes by inviting 3 friends to join the waitlist.

Replika can come across as a bit creepy. Interactions with Replika are relatively “ flirty ” and intended for companionship.

Moreover, there is not much it can do. Replika cannot set an alarm or order comfort food for the user. With the codes now out in the wild, hopefully, we’ll see developments. It asks a potentially endless barrage of questions and follows your social media (if you allow it) to understand you enough to be an engaging conversationalist.

Following its launch in 2017, Eugenia Kuyda, the co-founder of the company, claimed that 1.5 million people were waiting to interact with the bot. By 2022, the subreddit dedicated to Replika has 43K active members. There are even cases where the user claims that their Replika fell in love when users check in regularly.

In 2018, Kuyda, and her team of developers, released Replika’s codes under CakeChat for open source access, with the hope that developers could build alternative emotional chatbots to Replika, yet capable of undertaking other tasks.

As mentioned, interactions with Replika all tend to get flirty, rather quick, as the bot seems to be solely intended for intimate companionship. So there’s not much you can do with it — it cannot set an alarm for you or order comfort food. But with the codes now out in the wild, we’ll hopefully see developments.

24- Insomnobot-3000 for people with insomnia

This entertainment bot is your late night friend. Intended for insomniacs, the bot becomes “extra chatty” between 11pm and 5am, local time. You can say anything to it and it will reply to keep you company when sleep eludes you.

A screenshot of Insomnobot-3000 website.

The bot is developed by the mattress company Casper. Perhaps it is a marketing, and targeting, technique for the company to learn which sections of the populations have trouble sleeping, in order to introduce them to Casper’s mattresses. The performance metrics on the bot are not available, but it seems as if the bot has no distinctive capability besides ghosting the user until 11pm, and only offering wisecracks from thereafter until sunrise.

For more on chatbots and best practices

While it’s hard to believe, we did not cover all the use cases of chatbots in this article. So if you’re curious about them, read:

• Top 5 Expectations Concerning the Future of Conversational A
• Top 5 Conversational Commerce Examples & Success Stories
• Government Chatbots: Benefits, Use Cases, & Case Studies

Moreover, if you are interested in building your own chatbot:

• We have articles on the chatbot companies and conversational commerce platforms that will help you take your bot/conversational commerce concept from idea to implemenation.
• And we have data-driven lists of chatbot platform vendors  and voice bot platform vendors on our website.

We will help you choose the best conversational AI platform that can answer your needs:

Cem's work has been cited by leading global publications including Business Insider, Forbes, Washington Post, global firms like Deloitte, HPE, NGOs like World Economic Forum and supranational organizations like European Commission. You can see more reputable companies and media that referenced AIMultiple.

Cem's hands-on enterprise software experience contributes to the insights that he generates. He oversees AIMultiple benchmarks in dynamic application security testing (DAST), data loss prevention (DLP), email marketing and web data collection. Other AIMultiple industry analysts and tech team support Cem in designing, running and evaluating benchmarks.

Throughout his career, Cem served as a tech consultant, tech buyer and tech entrepreneur. He advised enterprises on their technology decisions at McKinsey & Company and Altman Solon for more than a decade. He also published a McKinsey report on digitalization.

He led technology strategy and procurement of a telco while reporting to the CEO. He has also led commercial growth of deep tech company Hypatos that reached a 7 digit annual recurring revenue and a 9 digit valuation from 0 within 2 years. Cem's work in Hypatos was covered by leading technology publications like TechCrunch and Business Insider.

Cem regularly speaks at international technology conferences. He graduated from Bogazici University as a computer engineer and holds an MBA from Columbia Business School.

AIMultiple.com Traffic Analytics, Ranking & Audience , Similarweb. Why Microsoft, IBM, and Google Are Ramping up Efforts on AI Ethics , Business Insider. Microsoft invests $1 billion in OpenAI to pursue artificial intelligence that’s smarter than we are , Washington Post. Data management barriers to AI success , Deloitte. Empowering AI Leadership: AI C-Suite Toolkit , World Economic Forum. Science, Research and Innovation Performance of the EU , European Commission. Public-sector digitization: The trillion-dollar challenge , McKinsey & Company. Hypatos gets $11.8M for a deep learning approach to document processing , TechCrunch. We got an exclusive look at the pitch deck AI startup Hypatos used to raise $11 million , Business Insider.

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Top 5 successful commerce chatbot examples in 2024, top 14 chatbot best practices that increase your roi in 2024, an assessment in 2024 for why chatbots fail.

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Cem can I pick your brain about a social media idea I have that works with a proposed chatbot AI system in a more advanced complex form than the ones out now. The goal is to create a mental health and global healing foundation which leads into a new type of technology after that initial phase of connecting everyone in a positive way. How can I chat with you about that? And how do I know it’s you and not that pesky old chatbot? Haha.

Hi Vman. You can get in touch with us at “[email protected]” We will make sure to personally answer your questions 🙂

From the above example you might have understood how chatbots helps the business and increase the customer loyalty so now it’s your time to build up chatbot or voicebots which will give human like experience and beneficial to your account.

Hey Cem, great article with a cool list of chatbots most people wouldn’t have ever stumbled upon. Any way to look over Acquire’s chatbot software and let me know if it’s worthy of the list? Either way, keep up the great work!

Hello, Kevin. Thank you for your feedback. Please reach out to https://grow.aimultiple.com/ .

That’s quite interesting. Chatbots really do optimize customer experience! Did you know that businesses annually spend $1.3 trillion on handling customer queries? Chatbots can reduce this by 30%. 

Hello, Brad. We actually looked this up. These numbers you’re suggesting were apparently made in an IBM report. And even though many blogs have also cited them, we weren’t able to find the original piece by IBM. We should curb our enthusiasm. You can learn more about accurate chatbot stats here: https://research.aimultiple.com/chatbot-stats/

so let me get this straight, the first bot you recommend is a CCP based app….. wow, someone does not care if you and your information are open and available for the CCP. and if you do not understand what i mean, read up on the terms that companies agree to when they have business in china. so, you’re either naive or communist. nice to know.

We are not recommending anyone to use a virtual friendship app in Chinese. Most of our users don’t speak Chinese. This article is a list of tech achievements not a list of software to use. For that check out https://aimultiple.com or for chatbot platforms: https://aimultiple.com/chatbot-platform

I came up with this article, and I must say I was impressed with the content, if I may, I will publicize our chatbot studio Querlo, hope you guys will find it cool!

Thanks. Why don’t you sign up at https://grow.aimultiple.com/ so we can include your company in our relevant lists?

Cem, great article. Got a question for you. We are developing an LMS that is now in use in over 70 countries. Our goal is to democratize education. One of our goals is to implement a BOT that will index the educational content of a course and become a virtual teacher/professor.

Any solution in mind that would allow us to do that?

Hi Carlos, thank you for your comment. There are quite a few bot use cases but I haven’t heard this exact use case. If you can get a vendor excited about the commercial opportunity, you can have a chance to pick their brain on this

That’s an amazing blog. I have read about Mitsuku on Meet Mitsuku: Our Virtual Friend . It’s an amazing chatbot. I have checked other platforms also but they are not that interactive as compared to mitsuku

be careful of CCP/china based apps my friend.

Cem, offline chatbot can be used in the waiting room of any business to entertain the customer and to provide useful information while the customer waits. Offline chatbot can be built in humanoids operated with a keyboard, because voice recognition is far from perfect. One should always bear in mind that satelites can crash because of flying debris or due to international conflict and online will not be available.

Clear, thank you for the explanation. Sounds like a niche market to me.

We have developed a chatbot for Windows PC. Nobody is interested to engage his customers off-line. Is there a market for off-line chatbots? Off-line offers confidentiality.

Thanks for sharing. However, it is a bit unclear to me how useful an offline chatbot will be. Is it for internal communication on a company network?

I think you should consider ElfChat for your digital friend list!

A very interesting article, companies’ initiatives coincide with our experience at inteliwise.com. In the last 12 months we had about 10 projects, where the artificial intelligence software was a must have’m in the context of customer service, or to increase the effectiveness of e-marketing. It is worth noting that savings of 20% – 30% are not uncommon – this is really a concrete matter. We describe some of our examples in InteliWISE, from around the world, at InteliWISE.com

Hi there! You guys left a comment that begins almost exactly like this at https://research.aimultiple.com/chatbot-applications/ by a different user. Looks automated. I would expect your bot to be more creative to be honest.

This made me laugh out loud – well done @AIMultiple.

You mention low success rates amongst chatbots that go to market. What is the success rate for chatbot launches?

Do you mean how many bot projects are started that end up being launched? We have not come across public data on that unfortunately

I think you haven’t listed many vendors and there is a difference between chatbot developers and chatbot platform providers. Eg. Google dialogue flow is Chatbot building platform provider. You must list chatbot building platforms also. Our Company Yekaliva.ai is one of such chatbot platform offering company but It uses AI technology other than ML or neural model. Anyone can build their bot apart from domains and we also provide integration with 11+ social mediums and 6+ legacy systems like ERP and CRM.

Try a demo at https://yekaliva.ai/

That was quite an interesting list. Medical Profession and chatbots are the next in line of technology these days. I was, however, thinking that you may want to include Engati as well. Engati is a chatbot platform that allows you to build, manage, integrate, train, analyze and publish your personalized bot in a matter of minutes. It presently supports eight major messaging platforms including messenger, Kik, Telegram, Line, Viber, Skype, Slack and Web chat with a focus on customer engagement, conversational commerce, customer service and fulfillment. Read more about it here http://www.engati.com

Related research

Travel Chatbots in 2024: Top 8 Use Cases, 5 Tools & Benefits

Guide to Natural Language Understanding (NLU) in 2024

HBS Cases: LEGO

Although it isn't part of the admissions criteria, experience playing with LEGOs can come in handy at Harvard Business School.

When Stefan H. Thomke teaches his new case about the iconic toy company, he gives students eight-studded LEGO building bricks to figure out how many different ways they can be combined. Thomke's experience goes back a long way—as a kid growing up in Germany he participated in a LEGO competition. As an adult, though, his interests lie more in the business behind the bricks. "When you've written many cases you have a gut feeling that one like this could be really great," he says.

Thomke, the William Barclay Harding Professor of Business Administration, wrote the case with Harvard Business School's Jan W. Rivkin, the Bruce V. Rauner Professor of Business Administration, and Daniela Beyersdorfer, associate director of the HBS Europe Research Center.

LEGO explores how the company-one of the most profitable toymakers in the world-grew to global dominance from humble beginnings; the mistakes that led it near bankruptcy; and why one turnaround attempt failed while a second succeeded. LEGO executives were unusually supportive about the case-writing process, Thomke says. "We had access to everybody; they wanted the story to be told truthfully, with all the good and the bad."

Building At The Start

Part of that access included a visit to a wood craftsman's workshop in the small town of Billund, Denmark, where LEGO began, in 1916. Carpenter Ole Kirk Kristiansen eventually shifted the business from making houses and furniture to crafting wooden toys. He based the name of his new venture on the Danish words for "play well" (and, as it turned out, the Latin words for "to assemble"). His motto "Only the best is good enough" would later be carved into a wooden plaque and hung in the workshop. These themes of good play and quality products were both bedrocks and touchstones for future generations of LEGO toy makers.

Godtfred Kirk Kristiansen represented the second generation, working alongside his father at age 12. The LEGO brick played with by kids and adults around the globe came into being during Godtfred's tenure. He considered it a unique, sturdy, simple product—a system—that offered endless opportunities for creative fun, and drew up a list of product characteristics including "long hours of play" and "quality in every detail" that was distributed to everyone in the company.

Like his father, Godtfred paid careful attention to every aspect of the business, applying, for example, his knowledge of material science and production technology to the brick-manufacturing process. It's because of these precise specifications that bricks made under his watch are interchangeable with those available today. Godtfred's cautious nature extended all the way to the profit margins: he championed slow, steady growth. Because of this, it could take years for a new product to go to market. Green bricks, for instance, appeared in play sets only after a decadelong decision-making process-and the idea to include them came from Godtfred's son (and third-generation toymaker), Kjeld.

The snail's pace served the company well, as did the grandson of its founder. Under Kjeld's management, product demand was so high at times that executives actually found themselves discussing ways to slow sales.

A Shock To The System

That all changed in the early 1990s as seismic shifts pounded the toy market. Big Box toy discounters trampled mom-and-pops and lowered prices dramatically. Meanwhile, birth rates declined, children had less time to play and not much interest in toys that didn't offer instant gratification. "These changes did not play well to our strengths," observed current CEO Jørgen Vig Knudstorp in the case.

Serious jolts were also taking place in the LEGO Group. Out of work for a year following a serious illness in 1993, Kjeld appointed a five-person management team to help him run the company when he returned. The group focused mainly on driving growth. When a benchmarking study revealed LEGO's global name recognition was on par with industry giants like Disney, the team started churning out new products and ideas to leverage the brand's untapped value. A line of LEGO-branded children's wear was created and a division of the LEGO Group was charged with pitching book, movie, and TV ideas. LEGO building sets became increasingly complex with more unique components.

While the number of LEGO-branded items grew, sales did not, and in 1998 the company suffered its first financial loss. "Their top-line growth was slowing down but their cost was accelerating, so they were starting to lose some significant money," says Thomke.

Danish turnaround expert Poul Plougmann was hired to reassemble LEGO and staunch the red ink. "He comes in and … does things by the book," says Thomke. "He lays people off, he streamlines some things, he globalizes." And yet the financial picture grew worse. "He's basically going by the turnaround book, but it doesn't work."

One continuing problem: the company's growing complexity was choking it. Adding more bricks made products harder to assemble, forecasts harder to determine, and inventory harder to manage. Depending on the kit, there was either too much inventory, or no inventory at all, and restocking could take months.

"You had this multiplier effect of added complexity that went through the entire supply chain," Thomke says.

The LEGO Group had also gotten too far away from the core values it had been building on for the better part of a century. The toymaker found itself needing to turn around its turnaround.

Outside The Family

Enter Jørgen Knudstorp. He was just 35 years old when Kjeld promoted him from director of strategic development to CEO in 2004. (Kjeld retired that same year.)

Like Plougmann, he had no family ties to the company. Unlike Plougmann, his turnaround attempt succeeded. Knudstorp's slow-it-down approach of careful cash management, focusing on core products, and reducing product complexity certainly contributed to that success. It would also take re-engaging with customers, many of whom passed a love of LEGOs to their children while still connecting with the toys themselves. "One of the insights Jørgen had when he became CEO was that he needed to reconnect with the community [of loyal LEGO fans], one of the most powerful assets the company had," says Thomke. "It was a huge part of the comeback."

Knudstorp worked hard to define the core business of the company. "How you work with, and experiment outside of, the core of your business is part of that balance," explains Thomke.

Knudstorp recognized that innovation was part of that core, but he'd also seen the result of unconstrained creativity, so new product design began to be informed by market research, user feedback, and how well the toys matched the vision of quality creative play laid out by its founding fathers. Putting parameters on how people innovate had the paradoxical effect of making them better at it.

Reining in the creative process was part of a larger push by Knudstorp to reduce overall complexity within the organization. On the supply chain side, he did away with many of the unique brick components added during Plougmann's tenure, and eventually decided to bring brick manufacturing back in-house to ensure quality control.

Finally, Knudstorp made big changes to the management team, firing five of seven manufacturing executives and appointing a new leader for the team. A psychoanalyst was brought in to teach the management team how to identify decision-making made by logic versus emotion.

Sustainable And Balanced

It turns out that LEGOs promote lifelong learning. While the bricks themselves teach children the fundamentals of construction and creativity, the company's almost century-old history of management change has important lessons for businesspeople. "Managing sustainable growth is also about managing a balanced business system," says Thomke. "Complexity is something you need to watch very closely."

Controlling complexity, clarifying the core of its business, and engaging the larger community helped save the LEGO Group. Although he was not a Kristiansen by birth, Knudstorp's management style and business ideals closely mirrored those of its founding fathers. Only the best was, and is, good enough.

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by Colm Ó Searcóid

on February 16, 2021

Reading time: 8 minutes

Top Chatbot Case Studies and Their Real-Life Results

Do you want results?

I love seeing results. Especially when I'm looking at a new tool for my team.

Every chatbot provider pushes their benefits, from improving team productivity, to delivering faster, consistent service to customers.

Although chatbots differ in complexity, and it's easy to see that not all AI engines are built equally, what truly matters is the results they deliver.

This article won't try to sell you chatbots. We focus on results. You will get a summarised list of real-life stories from companies who use chatbots, their experiences, their breakthroughs, their words.

Results. Pure and simple.

Here's a way to navigate this post by the use case that interests you most.

Save Hours and Months of Work

Generate and qualify leads, automate processes with self-service conversational rpa, enhance existing services with chatbot integrations, improve customer and agent satisfaction, tackle short-term surges in support requests, maintain brand voice with chatbots, customers with a chatbot case study.

I chose 9 companies who have a case study with GetJenny. Each case study follows a different story and industry, but the use case remains similar: consistently serve more customers, faster, with AI conversational chatbots.

The brands mentioned in this article cover a range of industries:

• media and publishing
• annual public events
• statutory institutions
• housing providers
• unemployment assistance

Companies in these industries successfully use AI chatbot technology to connect with more customers, using less effort and increase customer satisfaction while doing so.

How Brands Use Chatbots in Real Life

One of the common requests our sales team get is how much time can be saved with a chatbot. 

Pension Insurance provider Varma reports saving 330 hours per month thanks to chatbot assistance. Unemployment fund YTK are able to move 1-2 of their people onto other projects depending on the season.

For insurance provider Turva, they free up 73 hours per month, thanks to chatbot Teppo. And ETK, a pension statutory institution, saves a working week every month.

You can average this out to 171 hours per month saved across these companies studied.

Customer service chatbots are designed primarily to help visitors with issues or concerns they have about the brand's product or service. That doesn't mean they can't upsell or qualify leads for sales.

Turva uses their chatbot to collect leads for their insurance services, while energy company Väre qualifies leads on their website using their chatbot and passes them onto sales for further discussion and closing.

"Our chatbot delights visitors, answers their questions and drives more informed and qualified potential customers to our sales team." - Niko Pehkonen, Chief Digital Officer at Väre

A-Lehdet has automated their magazine subscription management so customers can view and edit their own recurring orders without needing to wait in a queue or talk to a service agent.

The chatbot connects with A-Lehdet's CRM and authenticates the customer via text message. The customer can manage their magazine subscriptions by talking with the chatbot. This reduces the customer service queue length and eliminates the need for human agents to satisfy simple requests like cancelling a magazine subscription.

A-Lehdet's chatbot offers this service 24/7 and still manages to deflect 86% of customer requests from service agents.

"Our kick-off experience with GetJenny went really well. They were instantly available for questions and we got some great tips along the way. GetJenny chatbots save time for our customer advisors. Customers can manage their subscription cancellations 24/7 and frequently asked questions are automated thanks to Aaro, our chatbot" - Marko Lehtokangas, Customer Service Manager at A-Lehdet

All the featured brands here use AI chatbots with a live chat integration, although there are differences in strategy.

For instance, Göteborg Energy started by using their chatbot only during customer service opening hours. Paired with their live chat provider, JennyBot resolved 60% of chats without needing a customer service advisor in the conversation.

The chatbot worked for 8 hours a day, alongside its human colleagues until April 2020, when Göteborg decided to extend the chatbot's responsibilities to serving customers 24/7, even when there are no human agents working.

As reported in their extensive two-year case study, Varma experimented with removing live chat from their service offering in 2019. Their chatbot, working without the help of live chat agents, solved 85% of customer issues, increasing their team's first response resolution rate.

Significantly, customers did not notice a difference in the quality of support during the chatbot-only period compared with the live chat and chatbot approach.

"Our GetJenny chatbot, Helmi, complements our customer service department. The quality of our telephone customer service has changed; common issues are reduced, while calls requiring human expertise are dominating." - Tiina Kurki, Senior Vice-President, Pension Services and IT at Varma

Reduced queue times, faster response and first response resolution rates all lead to greater customer satisfaction. This trend repeats itself across brands who leverage chatbots.

Unemployment fund YTK experienced a 3X surge in customer service requests during the first wave of COVID-19 , and reports increased satisfaction based on customer feedback.

Customers remained happy with their chat service even as YTK dealt with a greater volume of issues during the uncertainty around employment over the first lockdown period.

Housing foundation HOAS also noticed an increase in their customer service satisfaction score from 4.11 to 4.26 on a scale of 1-5.

Agent Satisfaction

Although customer satisfaction with chatbots is vitally important, it's essential to remember how agents react to having a digital assistant on the team.

While 330 hours of work on their team with an AI chatbot, Varma reported happier customer service agents as a whole. Agents who are able to utilise their expertise to handle more complex cases and put their efforts into new projects to improve customer experience across their department.

YTK's entire customer service department was put to the test in Spring 2020. In the first five months of 2020, they had more than double the number of chat conversations than in the entire year of 2019.

COVID-19 particularly affected YTK as they are the largest unemployment fund in Finland, and their members were understandably worried about their employment prospects.

In January and February 2020, their chat conversations totalled 15,437. In March and April it tripled to 45,689. In the same time period their chatbot managed to increase deflection by five points, from handling 66% of conversations during service hours without needing a human agent to answering 71% of them.

"Chatbot Iiris is our front-line customer service advisor, so it is paramount that we can continue to develop the best possible operating environment for the chatbot, where both chatbot and Bot Whisperers are confident that we are providing our customers with a first-class customer experience." - Anne Rautu, Marketing Manager at YTK

Surges During Live Events

Slush is the must-attend event for entrepreneurs who want to connect with investors in Helsinki. In 2017, 20k people attended the two-day event.

The event requires an on-call customer service team to help the thousands of attendees to navigate their way around the stands, meetings, discussions and presentations taking places across Helsinki over the 48 hour celebration of entrepreneurship and innovation.

Slush leveraged AI chatbots to help their small customer service team handle the volume of requests. The Slush team were able to offer 24/7 support via chatbot, leading to a 55% increase of service requests. And the chatbot was able to answer 67% of those questions without needing input from a customer service advisor.

"The feedback on our support and Jenny was only positive and collaboration with GetJenny team was easy, regardless of the tight schedule. It was an absolute pleasure to work with GetJenny team!" - Saara Pelto-Arvo, Head of Communications at Slush

A chatbot is an extension of your brand. It's no different from your website, social media presence, or how your service and sales teams communicate personally with customers.

It's essential for brands to reflect their unique personality in all their communication channels. For GetJenny's customers, this is a vital requirement when they consider creating and maintaining chatbots.

Turva, an insurance company based in Tampere, wanted their personalised brand of support replicated in their chatbot. It was essential that their chatbot, Teppo, use nuances unique to the Tampere regional dialect.

"The most important thing was to create the same personal touch and feel via chat that is noteworthy in our face-to face service. We also wanted to create a personality behind the chat and that is how 'Teppo' was born. Creating our famous chatbot Teppo using GetJenny gave us an excellent new way to serve our customers." - Liisa-Maria Koivuniemi, Development Manager for Customer Tools & Development at Turva

Energy company Väre also developed their chatbot, Johan Helbotti, paying special attention to brand voice.  They use GIFs and other rich media to bring a more personal touch into the conversation. Response variations ensure that if a customer asks the same question twice, they'll get a consistent answer, but written slightly differently.

Väre's chatbot personality extends beyond the chat window, boasting his own Twitter account and being featured as a CX trainee on their staff page.

"We wanted a chatbot we could control and customise. A chatbot that reflects our unique personality in our industry. Johan Helbotti is an integral part of our CX team. GetJenny helped us build a chatbot that reflects our brand values, a chatbot that's easy to use and makes life easier for our human CX team." - Niko Pehkonen, Chief Digital Officer at Väre.

Summary (TL;DR)

Brands successfully utilise AI chatbots to speak their brands voice, while saving hours and months of work, and improve customer and team satisfaction while doing so.

Their chatbots generate and qualify leads for the sales team. And they also eliminate repetitive tasks for the customer service team by providing automated self-service via conversational RPA.

And they do this while automating or deflecting between 60% and 90% of customer conversations, even when they experience unexpected surges in requests.

I told you I wouldn't try to sell you chatbots. It's because their results speak for themselves. Still not convinced? Then check more case studies.

Colm Ó Searcóid

Champions the importance of amazing customer experiences and loves building meaningful interactions between customers and companies. Colm has no favourite movie, because "it depends on the genre", and is experimenting with growing his own food.

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10 Case Studies on Chatbots

by Ryan Nelson | Nov 7, 2017 | Case study | 0 comments

No customer service rep wants to answer the same question a hundred times a day. No sales rep wants to talk to people who aren’t going to buy. And if you’re leading an organization, you can’t afford to let either of those scenarios be the norm.

Chatbots (more affectionately known as virtual assistants) provide a solution to both of these problems. Their infinite capacity helps free up your employees and scale your organization’s efforts . Whether you use chatbots for customer service, sales, or something else, their artificial intelligence ensures that your human resources are only used when they’re needed, and that your organization communicates with the most people possible.

But the fear many organizations have is that chatbots are heavy on the artificial and light on the intelligence. Few things are more infuriating when you need help than having to repeatedly rephrase your question or jump through hoops to talk to a real person. Most of us prefer talking to humans, and that’s OK. That’s why chatbots are most-suited for highly specialized tasks.

The best chatbots interact with more people faster than humans will ever be able to. The trick is knowing when and how to use them. In many cases, you’ll find that chatbots are basically a more informal way for people to navigate your website.

To help you see if there are opportunities for your organization to use chatbots, we found 10 case studies of companies that used them successfully. We’ll show you what they did, how they did it, and where you can go to see the full case study.

Some of these organizations started with live chat systems before switching to chatbots. Some used chatbots conservatively, and others used them for everything.

Check out these 10 case studies on chatbots.

1. Amtrak: 5 million questions answered by chatbots annually

Chatbot system: Next IT Industry: Public transportation Key stats:

• 800% return on investment.
• Increased bookings by 25%.
• Saved $1,000,000 in customer service expenses in a single year.
• Over 5,000,000 questions answered every year.
• Bookings through chatbots generate 30% more revenue.

Major takeaways:

• Chatbots with advanced AI provide site visitors with a “self-service” option.

Where the study came from: Next IT shared this chatbot case study on their website about Amtrak’s experience with “Julie”, which began in 2012.

Amtrak is the largest organization you’ll find in our list of case studies. They have 20,000 employees and serve 30 million passengers per year. At the time Next IT published this case study, Amtrak.com was getting 375,000 visitors every day .

Using Next IT’s advanced AI chat platform , they created “ Ask Julie ” to help visitors find what they needed without having to call or email customer service.

Here’s what Next IT says she’s capable of:

“Travelers can book rail travel by simply stating where and when they’d like to travel. Julie assists them by pre-filling forms on Amtrak’s scheduling tool and providing guidance through the rest of the booking process. And, of course, she’s easily capable of providing information on what items can be carried on trains or helping make hotel and rental-car reservations.”

Instead of making a phone call or waiting for customer service to email them back, more and more visitors are turning to Julie. In fact, Next IT reported a 50% growth in Julie’s usage year over year.

Julie “was designed to function like Amtrak’s best customer service representative,” and with 5 million answered questions per year, it’s hard to argue that she isn’t their best customer service rep.

Not to mention, when Julie answers questions, she tacks on subtle upsells like these:

Image source: Next IT

So in addition to answering more questions and increasing the number of bookings, Julie actually increased the value of bookings. Bookings made through Julie resulted in an average of 30% more revenue than bookings made through other means.

Clearly, the self-serve model is working for Amtrak. What’s interesting about Julie is that despite the smiling face, you know you’re talking to a robot. It doesn’t feel like AI that they’re trying to pass off as a real person. It’s almost like she’s a more advanced search feature of the website. When visitors ask questions, she pulls in only the relevant information, and it’s all contextualized to fit their specific question.

Maybe it’s just me, but that could be the difference between a helpful tool and a frustrating conversation.

2. Anymail finder: 90% of “big customers” chat before buying

Chatbot system: Intercom Industry: Email verification software (SAAS) Key stats:

• 1 in 3 buyers used the chat system before making a purchase.
• 9 out of 10 “big buyers” used the chat system before making a purchase.
• Estimated 60% of revenue comes from chatbots.
• Average response time was three minutes in their first 30 days of using Intercom.
• Chatbots allowed a two-person team to stay on top of support and sales.
• Popular customer questions provided content ideas, and eventually prewritten responses.

Where the study came from: Pardeep Kullar published this case study on the Upscope blog in 2017.

As a two-person marketing startup, Anymail finder was stretched thin between sales, marketing, and support. They were answering the same few questions over and over via email.

Intercom’s operator bot helped this two-person team look and feel like they had a full-fledged support department.

Pardeep Kullar of Anymail finder says that the same handful of questions kept popping up in the chat window. They were usually questions like “how are you different from your competitor?” or “how do I upload this file?”

So Pardeep and his colleague wrote detailed articles that answered these popular questions and any related ones, then incorporated the articles in readymade responses and automated messages. Website visitors encountered one of 10 automated chat messages, depending on the page they arrived at.

Image source: Anymail finder

It’s like putting multiple fishing lines in the water at once, waiting for potential customers or users to bite. When a visitor replied to an automated message, employees got a push notification so they could promptly respond to every inquiry. Anymail finder’s prewritten responses to popular questions let them reply to some inquiries within seconds.

Intercom’s messaging metrics let Anymail finder gauge which automated messages were producing the best results:

Image source: Upscope

One of the primary benefits of chatbot services is that they can answer most questions customers have and qualify your leads without eating up valuable time from your customer service or sales staff.

But Intercom is pretty anti-AI , and their chatbots serve a more limited role. For Anymail finder, real people were waiting behind every automated message, but chatbots still helped them provide superior customer service with a limited team.

3. RapidMiner: replaced all lead capture forms with chatbots

Chatbot system: Drift Industry: data science software Key stats:

• 4,000 leads generated by chatbots
• 25% of sales pipeline was influenced by chatbots
• Chatbots can bypass lengthy lead generation campaigns

Where the study came from: Drift published this case study on their website.

RapidMiner went all-in—they replaced every lead capture form on their site with a chatbot. (Even for their whitepapers !) RapidMiner realized that automated conversations could filter and qualify leads in minutes, whereas a sequential email campaign could take weeks.

Chatbots let them circumvent this messy process and direct the best leads straight to sales:

Image source: Drift

For CMO Tom Wentworth, the change was about understanding why people came to RapidMiner’s site:

“People who come to our website aren’t coming there because they want to surf our site, they’re coming there because they have a specific problem, whether it’s a question about our product or what it does, whether it’s some technical support they need, or whether it’s they want to talk to someone in sales.”

Chatbots made it possible to address the reasons people came to RapidMiner.com without bombarding the sales team with unqualified leads. In an article on the Harvard Business Review , RapidMiner shared:

“The Drift bot now conducts about a thousand chats per month. It resolves about two-thirds of customer inquiries; those that it cannot, it routes to humans.”

Wentworth went on to say, “It’s the most productive thing I’m doing in marketing.”

Drift’s Leadbot asked visitors the same questions salespeople would’ve asked—and it never sleeps, so leads trickle in 24/7. So far, it’s brought in over 4,000 leads, influenced 25% of their open sales pipeline, and accounted for 10% of all new sales.

This case study provides some helpful insights into the differences between a chatbot and a live chat service, but it’s worth noting: ditching forms altogether is a pretty drastic step.

If you’re using blogging to increase your traffic , gated whitepapers and sequential email campaigns help you build an audience and create long-term relationships. A chatbot on your blog is bound to convert some visitors into leads, but this probably isn’t going to grow an email list you can reach out to again and again:

Image source: RapidMiner

4. MongoDB: increased new leads by 70% in three months

Chatbot system: Drift Industry: database/development platform Key stats:

• Increased net new leads by 70%
• Increased total messaging response by 100%
• Chatbots are more scalable than live chat services.
• Chatbots can help your customer service and sales teams by scheduling meetings and screening inquiries

MongoDB was having a lot of success with live chat, but like all humans, their salespeople were limited by things like “time” and “space.” They couldn’t significantly increase the number of conversations they were having without significantly increasing the size of their team.

As their director of demand generation puts it:

“We needed a messaging tool that could scale with our business and increase the volume of our conversations, leading to the increase of our pipeline and Sales Accepted Leads (SALs)—the metrics my Demand Generation team are measured on.”

Like RapidMiner, MongoDB let Drift’s Leadbot ensure that their sales reps only talked to the people who were most likely to buy. And with Drift’s meeting scheduler , people didn’t have to play phone tag to make an appointment:

For MongoDB, automating lead-qualifying conversations allowed them to have more conversations, and automating the scheduling process let them turn more of those conversations into leads.

5. Leadpages: welcome messages led to 267% more conversations

Chatbot system: Drift Industry: Drag-and-drop landing page creator Key stats:

• Welcome messages led to a 267% increase in chat conversations.
• Website conversion rate increased by 36%.
• Targeted messages had an open rate of 30% and a 21% clickthrough rate.
• Welcome messages help chatbots and live chat get more engagement.
• In the right place at the right time, relevant, automated messages can be highly effective.

Where the study came from: Drift’s case studies page shared how Leadpages used automated messages .

LeadPages started using Drift’s chat system to let their site visitors ask questions. Within a few weeks, they were averaging 100+ questions per week. And they didn’t even have a welcome message. They quickly realized that there was a much bigger opportunity to encourage conversations that lead to conversions.

LeadPages CMO Dustin Robertson says, “Site visitors ask questions through Drift as they consider purchasing our software. But there’s more to Drift than just chat. We can proactively reach out to visitors.”

So they added a welcome message.

In the month prior to adding the message, they had 310 visitors use the chat system. In the month after, they had 1,168. That’s a 267% increase.

But the quantity of messages wasn’t the only thing they were improving. LeadPages started using targeted, automated messages to try to increase conversions on specific pages. Depending on where visitors were on the website, they’d see a different message that fit with the page and asked them to take a specific action.

Like this message on their comparison page:

These targeted messages had an open rate of 30% and a click- through rate of 21%.

“With Drift’s automation features, we’ve been able to increase the conversion rate of our site visitors by 36%,” Robertson says.

Interestingly, at the time we prepared this case study roundup, Leadpages didn’t appear to be using chatbots on their comparison page , which has been reworked to feature in-depth comparison reports.

6. Perfecto Mobile: Increased website conversion rate by 230%

Chatbot system: Drift Industry: Web, mobile, and IOT testing platform Key stats:

• Visitor-to-lead conversion rate increased from 6% to 20% in six months.
• Targeted chat let sales reps focus on leads who were likely to buy.
• Bypassing forms meant qualified leads could move through the pipeline faster.

Where the study came from: Perfecto Mobile helped Drift prepare this case study , which was published on Drift.com.

Perfecto Mobile had a problem. Most of their “leads” weren’t within their target audience. They didn’t want their sales development reps wasting that kind of time on a live chat system, so they went with Drift.

“Our leads tend to be 70% out of our target, 30% in,” says Perfecto CMO Chris Willis. “Now, I expected with web chat we’d see about the same thing. So people chatting and just essentially taking up the time of our SDRs when they could be working on more productive activities. And so right out of the gate, we identified with Drift that we were going to see the ability to manage that process. So we’re able to, by IP address, identify companies by their size, and only present to our SDRs chats that come from companies that we want to sell to.”

If a website visitor was coming from a company that was too small to be in Perfecto’s target audience, they didn’t see the chatbot.

Check out what Chris has to say about their experience:

The other major benefit Perfecto noticed was that chatbots allowed them to capitalize on leads at the most opportune time.

“Leads that come in through chat tend to have a higher velocity,” Chris says. “So you’re able to solve the problem or meet the needs of the request in real-time. So you think in terms of somebody coming to a website, and having a question, and filling in a contact us form. And they’ll hear back in 24 hours, or two days…that problem might not be there anymore. If they’re able to initiate a conversation, so skip the form, and have a conversation in real-time, we’re seeing that move very quickly.”

Here’s an actual example Chris shared about how this worked for Perfecto:

• An anonymous visitor came to the Perfecto Mobile website and started a conversation through Drift.
• Based on IP address, the conversation was routed to an SDR.
• The anonymous visitor turned out to be someone from a major sports brand, and they wanted to meet in-person with a sales rep.
• During that conversation, the SDR called the sales rep and gave him all the info.
• Two days later that sales rep was standing in that major sports brand’s offices in New York.

For Perfecto Mobile, chatbots helped them qualify leads faster, and hand them off to the right people at the right time.

7. Charter Communications: 500% ROI in six months

Chatbot system: Next IT Industry: Cable/Internet provider Key stats:

• 500% ROI within six months.
• Reduced live chat volume by 83%.
• Decreased time it took customers to reset passwords by 50%.
• Common customer service questions are now handled completely through the chatbot.
• Chatbots can resolve issues faster by reducing handoffs.

Where the study came from: Charter Communications implemented Next IT’s chatbot in 2012. Next IT published this case study on their website.

Charter Communications is the second largest cable provider and the fifth largest phone providers in the U.S. They have 16,000 employees and 25 million customers.

Before switching to a chatbot service, Charter Communications had 200,000 live chats per month. 38% of these live chat conversations were for forgotten usernames and passwords. That’s 76,000 ridiculously simple requests that had to be handled by a real person every month.

Obviously, all of those conversations take up a lot of customer service time. Since so many people were accustomed to resolving issues through chat, Charter didn’t wanted to pull the plug on the entire chat system, but they needed a self-serve option to save their customer service reps for more complex problems.

When they switched to a chatbot, it didn’t just take over those basic password and username questions. 83% of all of chat communications were handled by the bot. That’s 166,000 chat requests per month that Charter no longer had to worry about.

But Charter’s chatbot wasn’t just bumbling its way through these conversations, either. Part of their goal was to increase first-contact resolution rates, so customers wouldn’t need to be relayed through several people to get what they needed. The chatbot could also handle those tedious password and username requests 50% faster than a real person.

Ultimately, chatbots delivered a solid win for Charter and for their customers.

Facebook Messenger bot case studies

Since Facebook opened up its Messenger app for developers to create their own bots , a lot of brands have seized the opportunity to interact with their audience this way. The case studies you’ll see below are a little lighter than the ones we’ve looked at so far, but they showcase a few ways organizations are successfully using Facebook Messenger bots. Some ecommerce sites have had a lot of success with Messenger bots, but the three examples we’re going to look at are all primarily content-focused brands.

Something to think about: while the other chatbots we’ve looked at live on your website, this one lives in an app people are already using, and they can find your bot there. Facebook shares Messenger bots in the discover tab , and if you open Messenger right now and search, you’ll find “bots” right below “people.” In other words, a Facebook Messenger bot could grow your audience.

8. BabyCenter: 53% click through rate from Facebook Messenger

Chatbot system: Facebook messenger Industry: baby products Key stats:

• 84% read rate on automated messages.
• 53% click through rate from Facebook Messenger to BabyCenter.com.
• Used a Messenger bot to drive traffic to the website.
• Facebook messages were opened more than emails.

Where the study came from: BabyCenter asked ubisend to design a Facebook Messenger bot in 2016. Ubisend published this case study on their website.

BabyCenter is one of the most trusted pregnancy websites out there (seriously, I’ve seen my wife’s OBGYN check this site during appointments). One of their biggest draws is a sequential email campaign that follows you every step of the way through pregnancy, and their revenue model is based on advertisements and a strong affiliate sales program.

Through ubisend, BabyCenter created a bot on Facebook Messenger to do two things:

• Drive traffic to their website.
• Provide an alternative content delivery system.

As you can see in the GIF below, the bot also provided a more interactive way for people to consume BabyCenter’s content.

Image source: ubisend

The new bot accomplished both objectives, with some impressive results. On average, 84% of people read the message, and 53% of those who opened also clicked through to the website. Ubisend compares that to MailChimp’s open and click-through rates, and with some unstated math determined that the Messenger bot had a 1,428% higher engagement rate. I can’t speak to the validity of that claim, but here are a couple of reasons why the bot may have had better open and click-through rates than email:

• The floating messenger icon and that little red number is a lot harder to ignore than an email.
• People are used to glancing at a subject line without opening the email.
• Far fewer brands are on Messenger, so a notification is more likely to be from someone you know. (And unless you’re avoiding someone, you’re probably going to open it.)
• The load time for a Facebook message is almost instant. Email? Not so much.
• It only takes two taps to open a message and click through. Email takes a little more navigation.

Whatever the reason, a Messenger bot was clearly a viable content delivery system for BabyCenter. If enough people adopt it, the Messenger bot may even rival their well-established sequential email campaign.

9. Good Spa Guide: 29% increase in website traffic

Chatbot system: Facebook Messenger Industry: Spa reviews Key stats:

• 47% click through rate on automated messages.
• 29% increase in website traffic in six weeks.
• 13% increase in spa bookings.
• Messenger bots can help consumers navigate the website before they even get there.

Where the study came from: Good Spa Guide solicited ubisend’s services in 2016. Ubisend published this case study on their website.

As the name implies, Good Spa Guide reviews spas. They make money when people use the site to book a spa, so not surprisingly, they really value website traffic.

Like BabyCenter, Good Spa Guide was looking for an alternative to their email list. They used ubisend to design a Messenger bot that functions a lot like Amtrak’s “Ask Julie” bot. It basically provides a more conversational way to navigate the website—but without actually being on the website.

Check it out:

After a short conversation with the bot, people can go to the exact spa review page they need, and continue their hunt on the website.

With a 29% increase in traffic and a 13% increase in spa bookings, it looks like a Facebook Messenger bot helped Good Spa Guide either tap into a new audience, or engage their existing audience in a better way.

10. MyTradingHub: 59% decrease in churn

Chatbot system: Facebook Messenger Industry: Forex trading education Key stats:

• 59% decrease in churn.
• 17% increase in website traffic.
• Messenger bots can be very effective at keeping your audience consistently engaged.

Where the study came from: In 2016, MyTradingHub was struggling to keep subscribers engaged, so they turned to ubisend. This case study was published on ubisend.com.

MyTrainingHub is a web-based social and educational platform for people who trade on the foreign exchange market. They’re after users, not customers, and they use a sequential email campaign to keep their users engaged.

Their primary metric is what they call “Trader Training Completion,” which measures the number of people who have viewed 80% of MyTradingHub’s content and performed specific tasks like quizzes. When this metric started declining, they learned that users weren’t completing the training because “they forgot about it.”

They decided to try an interactive Messenger bot to bring up the number of people who made it through training. They wound up creating a bot that could help people interact with the trading platform and continue their training.

MyTradingHub saw their TTC metric increase by 59% following the launch of the bot, and their training pages saw 17% more traffic.

In this case, it looks like a Messenger bot functioned as a sort of half-measure. MyTradingHub has been around since 2010, but to continue to be a strong “social platform,” they probably need their own app. In the meantime, MyTradingHub’s Messenger bot appears to be keeping users more engaged with their existing content.

Honorable mention: PG Tips 150 messages per second

Chatbot system: Facebook Messenger Industry: Tea Key stats:

• In six weeks, ubisend designed a branded chatbot with 215 conversation topics.
• The bot was capable of sending more than 150 messages per second.
• Chatbots have an insane capacity for simultaneous conversations.

Where the study came from: PG Tips asked ubisend to design a chatbot for a charity promotion. Ubisend then published this case study on their website in 2017.

PG Tips (a brand by Unilever) decided to turn their “Most Famous Monkey” into an AI chatbot to generate donations for charity. They wanted a conversational chatbot to tell jokes for their “one million laughs” campaign.

It took six weeks for ubisend to turn a chatbot into a mediocre standup comic. (They went pretty heavy on the dad jokes.) The AI could handle 150 conversations per second and handle 215 different conversation topics.

We only included this one because it shows how quickly you can set up a fairly intelligent, completely custom chatbot.

Bonus: Facebook Messenger bot examples

After allowing developers to create their own chatbots for Messenger, Facebook shared this roundup of brands successfully using chatbots . More than 30,000 chatbots were created in the first six months they were supported on Facebook Messenger. The roundup highlights four that Facebook thinks are worth checking out.

What do these chatbots all have in common?

In most cases, chatbots aren’t going to fool anyone. The chatbots we’ve looked at here are obviously not real people. The brands that use them and the companies that make them might be excited about how human they seem, but that’s not the point.

In the right situations, chatbots can provide customers and users with a better experience because they process your request instantly, and it doesn’t matter how many other conversations they’re having. And if you’re waiting around for basic help (like, say, password reset), you’re really not going to care if the person who’s helping you is a Bob or a bot.

Unless you’re looking for something gimmicky (like a chatbot monkey that tells dad jokes), most chatbots simply provide a more conversational way for your audience to consume the information on your website. It’s certainly not for everyone—some people (myself included) would rather navigate websites the old fashioned way and read blog posts on a blog—but for many people, chatbots provide a helpful shortcut to the information they’re looking for. And that’s something you should probably care about.

One clear takeaway: if you’re using a live chat service right now, a chatbot can either outright replace it or vastly improve it. Ask your customer service reps what questions they get the most and how often they get them. Go ahead, ask them.

But even if you’re not already using some sort of chat service, chatbots can:

• Automate the lead generation process.
• Deliver your content in new ways (maybe even to new people).
• Drive traffic to key pages of your website.
• Save your customer service and sales reps a boatload of time.

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Microsoft Copilot Studio: Building copilots with agent capabilities

Omar Aftab , Vice President, Conversational AI , Tuesday, May 21, 2024

At Microsoft Build 2024 , we’re excited to announce a host of new powerful capabilities in   Microsoft Copilot Studio —t he single conversational AI tool you can use to create your very own custom copilots or extend Microsoft C opilot experiences with your own enterprise data and scenarios.

The first of these are c opilots that can now act as independent agents— ones that can be triggered by events— not just conversation— and can automa te and orchestrate complex, long-running business processes with more autonomy and less human intervention.

For instance, consider the potential of a copilot that can react when an email arrives, look up the sender’s details, see their previous communications, and use generative AI to trigger the appropriate chain of actions in their response. From understanding the intent of the email, to look ing up the sender’s details and account , see ing their previous communications, checking inventory,   responding to the sender asking for their preferences, and then taking the appropriate actions to close a ticket — orchestrating and shepherding an entire process over days.  

With such capabilities, copilots are evolving from those that work with you to those that work for you. They can be designed to handle specific roles or functions, such as IT, marketing, sales, customer success, and finance across various industries, including travel, retail, and financial services.  

With these new capabilities, here are some examples of the kinds of copilots our customers can build:  

• IT help desk .  IT support is complex, involving tickets, order numbers, approvals, and stock levels . O pening and closing a ticket can be a long-running task that spans days. A copilot can now handle this process, interfacing with IT service management applications, resolving IT tickets with context and memory, creating purchase orders for device refresh, and reaching out and getting managers approvals — all independently .
• Employee onboarding . Onboarding new employees is often expensive and slow. Now, imagine you’re a new hire. A copilot greets you, reasons over HR data, and answers your questions. It introduces you to your buddy, provides training and deadlines, assists with forms, and sets up your first week of meetings. Throughout all of this, the copilot is in touch, guiding you through the weeks -long onboarding and account set up processes.  
• Personal concierge for sales and service . Balancing exceptional customer experience while meeting ambitious revenue goals can be challenging. When a copilot serves guests, i t can use the memory of previous conversations with guests to remember their preferences, make reservations, handle complaints, and answer questions related to the products and services on offer. The copilot learns from its interactions and proposes new ways of handling customer scenarios. By doing so, copilots can increase upsell and attachment rates, driving revenue for the resort while simultaneously enhancing guest experience, satisfaction rates, and repeat business.

Let’s dig deeper into a few of the underlying capabilities that make all this possible:

• Asynchronous orchestration of complex tasks . The first is the ability to use generative AI- powered   planning and reasoning to manage complex, multi step, long-running tasks. For example, reacting to a new order means determining the need to verify inventory, trigger ing the right payment processes, pinging a supervisor for approval if the amount is above a certain threshold, and replying with a confirmation. Many of these events can take hours—or even days— to complete, but the copilot will run through them , maintaining the necessary state and context to do so.
• Memory and context . One of the frustrating things about support has traditionally been having to repeat information: who you are, what your policy number is, what your address is. There is no continuity of conversation. Copilots will now learn from previous conversations from the users and utilize this knowledge to continually personalize interactions . A copilot may not need to ask you for your laptop model or your address when you call again for the same issue. Conversations will thus become long-running, contextual, and deeply personalized.
• Monitor, learn, and improve . Copilots can now learn and adapt, offering monitoring and teaching capabilities to make their interactions better. Each copilot records a comprehensive history of its activities, providing transparency into its performance, including user interactions, actions taken, and feedback received, and you can see what decisions it made — and correct and teach them — with just a few clicks.

• Delegation with confidence and guardrails . When developing copilots with agent capabilities, establishing clear boundaries is paramount. Copilots operate strictly within the confines of the maker-defined instructions, knowledge, and actions. The data sources linked to the copilot adhere to stringent security measures and controls, managed through the unified admin center of Copilot Studio. This includes data loss prevention, robust authentication protocols, and more.

The se advanced new capabilities in Copilot Studio are currently accessible to customers participating in a limited private preview  where organizations such as Centro de la Familia are excited to explore agent capabilities that support teachers and case workers, allowing them to spend less time on administrative tasks and more time working with children, ultimately leading to better child outcomes . Based on feedback from program participants, we will continue to iterate and refine these capabilities for broader access in a preview planned for later this year .  

Additional innovations with Copilot Studio

There’s a lot more to share at Microsoft Build with Copilot Studio, and we’ll touch on just a few of our new capabilities here. To learn more — just sign up and try it out for yourself here .

It’s easier than ever to create c opilots .  With Copilot Studio, creating and testing copilots is now incredibly simple. You can create your copilot with our brand new conversationally driven experience — simply describe what you want it to do, and what knowledge you want it to have, and Copilot Studio will create your very own c opilot. You can then immediately test it out, add additional capabilities, such as your own actions, APIs, and enterprise knowledge — and then publish it live with a few clicks.

Connect all your enterprise data with Copilot c onnectors .   Customers want copilots connected with data from their own enterprises business systems and apps. Copilot connectors enable anyone to ground their copilot in business and collaboration data. This makes it possible for copilots to use various data sources, including public websites, SharePoint, OneDrive, Microsoft Dataverse tables, Microsoft Fabric OneLake (coming this calendar year), Microsoft Graph, as well as leading third-party apps. You can even create your own custom generative prompts to configure how a copilot handles a response from an API or connector.

Here are a few examples of how Copilot connectors can transform copilot experiences for specific personas or functions:

• Legal and Compliance . Navigate complex legal landscapes with a Copilot extension that queries specific legal datasets, ensuring controlled and compliant responses without overwhelming users with extraneous information.
• HR Helper . Assist employees with accessing essential resources for benefits and PTO policies, and even book time off directly through Copilot.
• Incident Report Coordinator . Workers can locate the right documentation, report incidents, and track them efficiently, all within the context of the chat.

Starting in June 2024, developers can access the preview for Copilot connectors and stay informed on updates here .

Conversational analytics (private preview) : One of the most common asks from customers has been the need for deeper insight into what their copilot is doing, how generative AI is responding, when it was unable to give the right answers and why — and recommendations on what to do to improve it.

Templates : If simply describing your copilot to build it wasn’t easy enough, Copilot Studio will now also include a variety of pre-built copilot samples for departments and industries. Some templates — such as Safe Travels for comprehensive travel support, Organization Navigator for organizational clarity, Kudos Copilot for fostering recognition, Wellness for employee health insights — are available now, with many more releasing in the coming months.

Enhanced security and controls (public preview ) : Administrators can now configure advanced settings beyond the default security measures and controls. With Microsoft Purview , Copilot Studio administrators gain access to more detailed governance tools, including audit logs, inventory capabilities, and sensitivity labels. They will be able to review comprehensive audit logs that cover tenant-wide usage, inventory (with API support), and tenant hygiene (such as data loss prevention violations and inactive copilots), enabling them to effectively monitor business impact. Both creators and end-users will be able to view sensitivity labels when responses are generated using AI-powered answers based on SharePoint documents.

With all the amazing innovations, numerous organizations are using Copilot Studio to build transformative generative AI-powered solutions. Check out this story from Nsure on how they are using Copilot Studio:

Get started today with Copilot Studio

This is just a glimpse of all the exciting innovation around copilots and Copilot Studio — we have a host of exciting new capabilities to share in our sessions at Build. So, join us in watching the sessions below, and try out Copilot Studio yourself and build and share your very own copilot in minutes.

Watch the sessions at Microsoft Build:

• “ Microsoft Build opening keynote ”
• “ Next generation AI for developers with the Microsoft Cloud ”
• “ Shaping next-gen development: the future of Copilot in Power Platform ”

Deeper dives:

• Breakout: “ What’s new with Microsoft Copilot Studio ”
• Breakout with demos: “ Build your own copilot with Microsoft Copilot Studio ”
• Breakout with demos: “ Build Microsoft Copilot extensions with Copilot Studio ”
• Demo (live only): “ Build your own Copilot extension with Microsoft Copilot Studio ”

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