Last November South Korean carmaker, Kia, which is partly owned by Hyundai Motors, launched a chatbot named Kian on Facebook Messenger to help car buyers find answers to their questions.
According to Nathalie Choy, national manager of digital, social and CRM marketing at Kia, Kian has boosted engagement and sales conversion rates, outperforming all of Kia’s 800 websites.
- Kia received 3 times more conversions through Kian than through its main website, Kia.com.
- Kian’s conversion rate was 21%, while Kia.com (800 sites globally) is 7%.
- Kian has exchanged 600,000 messages with customers, leading to 50 times more engagement through Messenger.
And since users are asking questions directly of the chatbot, rather than clicking all over a website, the company can quickly ascertain what they’re thinking about and assist them more efficiently.
With artificial intelligence and machine learning, Kia can also pull out further customer insights, identify specific cohorts of people who exhibit similar behaviors and use that data for retargeting for example.
Knowing how they behave gives us much more insights than studying website analytics. When people click on things on our website, we don’t know what they’re thinking. We don’t know that they’re trying to find a specific car in a red color, for example. They are clicking everywhere, and we can only guess what they’re looking at.