The chatbot was launched in May 2019 and saw an increase in messaging connections from 2018 to 2019. In 2019, it received the most messages in September and October when paid ads were run for sale promotions. Hardware and appliances were the most frequently inquired about product categories. The chatbot's 24/7 availability helped drive engagement on Hafele's Facebook page. To improve in 2020, the report recommends gearing the chatbot towards answering more hardware inquiries, expanding the content marketing team, and streamlining the technical support notification process.
2. INTRODUCTION:
HAFELE FACEBOOK
CHATBOT
Our chatbot, Ms. ‘A’,
was launched last
May 30, 2019.
It acts like an online
catalog that works
inside Messenger,
automatically
answering any basic
inquiries on products,
services, and
showroom locations.
This report will show
the chatbot’s
performance and
what we can do to
utilize it for 2020.
3. Messenger Insights 2018 vs 2019
2018
• No. of Messaging Connections
Made: 1,373
• Peak month: July, due to FB ad
boost of one sale promo
2019
• No. of Messaging Connections
Made: 2,196
• Peak months: September-
October, due to FB ad boosts of
two sale promos
4. Messenger Log Summary
Month Total Messages
Received
No. of Test
Messages (by
Chatmatrix)
Chatbot Hits
(meaning
answered
correctly)
Chatbot Misses
(meaning
answered
wrongly)
Most Highly-
Inquired
Topic of the
Month
June 113 8 36 69 Dishwasher
July 76 4 15 57 Appliances,
job inquiries
August 77 32 41 4 Hardware
September 108 7 58 43 Swivel Board
(paid ad)
October 158 7 105 53 Oktoberfest Sale
(paid ad)
November 65 0 38 27 Sale Inquiries
December 46 0 15 31 Tech Service
Requests
AVERAGE 92 44 (48%) 41 (44%)
5. Customers’ Messaging Behaviour
• TIME: Most messages come between
5:00PM-3:00AM.
• LOCATION: Customers who usually message
Facebook come from:
• Visayas/Mindanao
• Calabarzon
• Metro Manila
• The further the customer is away from a
Hafele showroom, the more likely he/she
will message on Facebook.
• AGE: Customers’ ages range from Millenials
to Gen X to Baby Boomers. Based on their
inquiries, those with immediate spending
power are bet. the ages of 40-65.
• PROFESSIONS (by rank):
1. Homeowners
2. Job seekers
3. Contractors/Architects/Interior
Designers
4. Hardware Owners looking for partners
7. Strengths
1. The success of the chatbot for Häfele depends heavily on the
social media manager’s analysis and strategy, and close teamwork
with the Developer (Chatmatrix). By suggesting new keywords and
dialog flows to the developer regularly, and giving them monthly
message log reports in Excel, the chatbot’s knowledge grew
significantly.
• An example of this is the Swivel Iron Board promo last September, where I
worked together with Chatmatrix to answer all inquiries that came from the
video ad Joshua made, and I boosted. It was so successful that the boards
quickly went out of stock in a week’s time.
8. Strengths
2. For Appliances, direct inquiries from the chatbot developed into
purchases easily, because the chatbot already piqued the interest
of the people who browsed through its online catalogs. All the Sales
Coordinator had to do was to follow-up on the inquiries.
3. The chatbot is easily customizable; it’s easy to communicate with
the developer. At 9 months old, apart from having appliance
product knowledge, it can now distinguish between hardware,
appliances, and job inquiries.
4. The chatbot’s 24/7 feature kept our Messenger button active,
which adds value to our Facebook Page in terms of viewability
(Facebook prioritizes those Business Pages with Active Messengers).
9. Weaknesses
1. We still need to read all the messages that the chatbot answered
on a daily basis to see if there are missed leads, urgent requests,
etc.
2. The Tech Service feature effectively sends e-mail notifications to
Marketing, Sales, and the Technical Division, however not everyone
in the loop gets to read the email quickly.
10. Weaknesses
3. Hardware remains to be the most requested item category, based
on my previous report. The chatbot would be much more utilized if
we can post more paid ads, promos and new products, especially
for hardware and potential dealers.
11. Opportunities
1. The digital marketing and e-commerce industry is expanding more
rapidly at present, during the 1st Q 2020, due to the n-COV19
pandemic. People are more hesitant to visit public places like malls,
unless necessary.
• Between December 2019-February 2020, we received a 30% increase in
product inquiries. Most inquires were about the availability of a product, then
followed by the opening hours of a preferred showroom.
2. In 2019, Filipinos have the highest engagement and trust in the
internet in years (https://tinyurl.com/upauz67).
12. Recommendations for Improvement
1. We need to gear the chatbot towards answering hardware inquiries
this 2020. We also need to upload online versions of the AH & FF
Catalogs.
2. Expand Avellana's role in content marketing and strategy. Create
relevant and engaging content in the form of videos, events, and
promos.
3. For Tech Service feature: reduce questions needed to trigger e-mail
notification, consider adding real Tech personnel as Facebook
admin so they can quickly address urgent concerns.
