Case Study Renault Italy
Renaullt Italy, Chatbots, and Messenger
Reaching younger tech savvy audiences who connect with chatbots on mobile devices is ramping up globally. Renault Italy is selling a limited edition SUV automobile via chatbot on Facebook Messenger.
Tokyo Stories is an anime-style series on Instagram, Somewhere between fiction and reality. Consumers first watch the story and then may choose to connect with the characters on Facebook Messenger. The series ises traditional Manga Language of Italy; viewers watch characters in this drama and then connect to the personalities via chatbots.
What kind of results did they achieve? They sold 3 cards in the first 24 hours.
The marketing agency Public claims that Renault was the first to sell cars on chatbots. However, when it comes to buying on chatbot, 40-50% of people interviewed said that they prefer human interaction (CGS, Enterprise Software Developer, 2018). SO far the dept of knowledge is limited with chatbots.
We wanted to concentrate discussion on social media in order to intercept new audiences that are less keen to come and visit a showroom.’ Elisabeth Leriche, advertising and CRM at Renault Italy, told the Drum. “ But of course, if selling through chatbot reveals itself effective, why not extend the operation and create a profile for all our dealers?
Weve been accelarting our process to create real-time marketing to answer our consumer needs, so its definitely part of a more global digital strategy.
“ Chatbots are poised to bring $11 Billion in combined cost savings for the retain, banking and healthcare business sectors by 2023, which the global chatbot market forecast to grow by 24.43% over the next four years. For those forecasts to hold, chatbots like the ones offered on Facebook messenger will need to meet the customer demands for technology,” according to Mobile Marketer.
Questions
Your assignment this week comes from Chapter 3 and is a case study of Renault Italy, and the use of mobile chatbots in commerce. It’s an interesting concept, but my question is have we taken the concept of AI too far? What ever happened to the concept of personal service? Can AI replace a concierge at an upscale hotel?
You should have the hang of case studies by now. For this one, I want to see 3-4 pages, to include an introduction and conclusion, and 3 scholarly references. There should be lots of scholarly thinking about chatbots versus customer service, so this is a timely case history to write about.
Introduction
The technological revolution is on the rise, and it has affected how organizations conduct business. The emergence of artificial intelligence has aided the need to incorporate technology in business operations, where machines can perform duties that human beings can perform (Wallace & Kambouris, 2018). Renault Italy is selling a limited edition of SUVs via chatbots on Facebook Messenger. The initiative to sell the vehicles using a chatbots is to help the company capture customers who are not in a position to visit the company showrooms. Statistics also show that 400 million people use Instagram daily, and the company has decided to tap on Instagram traffic to sell cars to the global market. The Instagram stories are being used for marketing the Tokyo stories; the concept behind the vehicles has provided Renault Italy with an innovative way of communicating with consumers around the globe. This paper will discuss chatbots versus personal services in commerce.
Concept of Personal Service
Chatbots offer customers quick responses as they are never offline unless there are maintenance problems. E-commerce is on the rise as people are now comfortable purchasing products online. E-commerce giants have embraced chatbots to help in addressing customer queries and improve the shopping experience. Chatbots offer real-time marketing as there are no breaks, leaves, or holidays and all consumer queries will be answered, thus, enabling the company’s global digital strategy (Zumstein & Hundertmark, 2017). Customer service people offer may not encompass real-time responses as people are prone to breaks when tired, sick, or on holiday. Personal services are full of empathy, unlike chatbots which have no capacity to demonstrate empathy. Clients sometimes need to be shown empathy to feel the salesperson understands the needs of the client. Chatbots offer real-time responses, but people prefer to be served by human beings. Artificial intelligence is the future of commerce, but the human touch will never be entirely eliminated as there are some aspects that chatbots cannot replace.
Companies like Renault Italy are seeking for the global market to sell the special edition vehicles. The company thus needs to employ many people who will be able to address client queries in different languages. Chatbots have the ability to answer client queries in different languages, thus, eliminating the language barrier which can be experienced when using human beings to address queries (Bozzon, 2018). Renault Italy will get a lot of benefits from using the chatbots offered by Facebook messenger as the company will be able to chat with customers from different language groups, and this will help the company to acquire customers who could not have been acquired if the company was solely depending on human beings. On the other hand, Renault Italy will not be culturally sensitive as chatbots cannot learn the culture (Becker et al., 2016). The company is dealing with a global market, meaning the customers are from different cultures, and the company should respect the cultures of different clients. Being culturally insensitive due to the use of chatbots, the company can lose valuable customers.