How did Gucci, L'Oreal, and Sephora digitally transform customer service?

The only way for a customer service representative to understand the overall customer status and purchasing activity online or offline is in the form of numerical data and charts.

Currently, there is a limit to intuitively viewing detailed information of visiting customers, such as the status of all customers visiting the online shopping mall, usage behavior of individual customers, purchase status, purchase history, and customer sentiment status at a glance. 

Powerfront, an Australian customer service company, is a customer service that allows you to intuitively view customer information, not text and numerical data, but to individual customers in the form of avatars, customer personal information, purchase status, and customer feelings. It provides an inside solution.

Founded in 2001, PowerFront launched Inside, a customer service based on virtual avatars in 2015. Since the launch of the solution, it has been used by luxury brands in the fashion and beauty sectors such as Neiman Marcus, Sephora, Gucci, Valentino and Balenciaga since 2016.

Inside analyzes customer information currently visiting online shopping malls and shows the customer status in the form of a virtual avatar to show customer flow at a glance. The status of visiting customers is displayed in the color form of virtual avatars as blue avatars for new visitors, yellow for returning visitors, and green for login customers.

The virtual avatar shows the customer rating of the current store, the purchase history, the product in the shopping cart, as well as the emotional state, so that detailed information of individual customers can be easily grasped.

For example, the avatar below is a VIP customer with a previous purchase history as a returning customer who has accessed from overseas with a bag with a flag displayed. I am interested in high-heeled shoes, so I still look at high-heeled shoes, and I have watches and other products in my shopping cart. The emotional state of the customer shows that it is not good to wait for 1 minute and 20 seconds to wait for customer consultation.

The current customer's emotional state is shown in five forms based on customer data and behavior. In the basic state, if the emotion is not good, the ears emit smoke, the heart rises when he is happy, the body is tightly tied with a rope when it is difficult, and if he is cheating, the emotional state is expressed as a pirate.

The company's customer service representative can determine the customer status based on the detailed avatar information of the customer currently visiting the shopping mall, and then induce purchase through real-time customer consultation and response. In the fashion and beauty sector, when responding to customer inquiries through online chat, the purchase conversion rate increased to 16%, but when customer service managers grasp the current status of customers and actively respond, the conversion rate increased to 26%.

As a result of using Inside, compared to existing customer service solutions by global retail companies, the pre-response rate increased by 300%, chat time decreased by 78%, and chat conversion rate increased by 48%.

Gucci introduced an inside solution to provide the same concierge-type customer care service provided by store staff at online shopping malls to premium customers who purchase luxury brands at actual offline stores. The configuration of the online shopping mall's customer service screen also applied the actual offline store's store configuration, product sales location, and purchase flow as it is.

If the avatar is located near the bag stand, the customer is currently interested in the bag, if it is near the customer lounge, the customer needs customer consultation and support, and if it is near the payment counter, the customer is highly likely to purchase. Was able to grasp.

L'Orèal, Australia, has 30 staff in charge of customer service in its call center. Currently, 5 of them are using Inside to support customer service. Since Lancôme and Kiehl used Inside for the first time in 2018, the purchase rate of both brands increased by 430% through chat counseling