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Cazoo Ltd
Chatbot: Yext Integration

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The Problem

The Customer Sales team were receiving a large amount of pre-sale customer queries coming in via Chatbot, that could be answered by self service content.  

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  • Customers were requesting to transfer to an agent during 'I'm looking to buy a Cazoo car' dialogue, therefore not finding the 'help' content available. 

  • The containment rate for pre-sale dialogue was at 23.8% .

  • Each transfer to agent was costing a minimum of £25.

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Discovery Process

UX Skills: 

  • Research

  • Content Design

  • Service design

  • Iterative UX design

  • Prototyping

  • Usability testing

  • UI design

Discovery:

  • Dialogs causing the most unsatisfied results 

  • Dialogues that had high transfers requested

  • Review of all user input messages before transfer for 'I'm looking to buy a Cazoo car'

  • Gaps in the current UX flow to initiate self-serve 

  • Market comparisons for best practice

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Discovery Solutions

  • Surface more help articles to the user so they have a better opportunity to self-serve 

  • Explore ways to serve effective bot responses on user input at specific stages in the flow. eg: finance information to increase containment

  • Review and amend UX flows so users have an opportunity to select different options - break away from the current linear flow.

Market Analysis

Intercom, Squarespace, Zoom, Samsung, apple, and Tidio. presented a common pattern where help content and support links were surfaced in bot responses to aid customers with the queries and self serve.

Technical Considerations

Chatbot was part of the Salesforce platform, which had limitations in its capabilities to serve content. Therefore, working collaboratively with engineers to create solutions was imperative. We discovered YEXT, which was being used for help content search, could be a possible integrated solution for bot responses.

Concepts & Usability Testing

Hypothesis: If the chatbot can serve content directly from the support site integrated with Yext, we should be able to support most pre-delivery queries increasing containment.

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A concept prototype  was created for usability testing to validate the hypothesis. The positive feedback showed that customers were happy to self-serve by receiving help content by the bot before wanting to talk to an agent. 

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Final Designs

The validated concept from the usability testing allowed for simplification of the experience.​

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  • Improved UX flow allowing users to receive multiple recommended support articles.

  • Improved understanding of the user input captcha by the bot to provide an enhanced user experience.

  • Allowing the customers to go back to the main menu aiding in selection and self-serve.

  • Improved UI consistent with the brand and design system

Summary

​This new solution was launched as an A/B test so the impact could be measured and compared with the current solution.

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Success Metrics - week 2:

  • Contact deflections (containment) - 250 

  • CS cost saving of £875

  • Containment increased by 10%

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