Manutan enhances its customer experience with the integration of a generative AI chatbot

Customer satisfaction relies on a series of crucial steps where customer relations play a key role. In the digital age, companies are increasingly adopting AI to analyse customer requests and provide quick and effective responses.

A recent study shows that generative AI is widely seen as an effective means of obtaining precise product information, with 72% of French consumers expressing a strong interest in this technology. However, 53% of French people state that they abandon online purchases due to difficulties in finding information.*

AI Chatbots: Promising Initial Results and New Perspectives

In light of this, the French SME Manutan launched a generative AI pilot on the chat function of its e-commerce site in March 2024. This initiative focuses mainly on product information, which accounts for about 20% of chat requests.

The goal? To increase availability on this channel, improve conversions, while maintaining high-quality standards.

The process is straightforward: when a customer requests product information via the chat window, the generative AI takes over. It searches the Manutan product database and formulates a complete response in natural language. If the AI cannot find an answer to the customer's question, it offers to connect them with a customer advisor. Additionally, with the "Copilot Agent" feature, the AI provides proactive support to advisors by rephrasing their responses, correcting spelling and grammatical errors, etc.

Fabrice Giquere, Customer Relations Director at Manutan, states: "Currently, the AI operates autonomously in 25% of product information conversations and supports customer advisors in 20% of cases. Its implementation has improved our availability for customers-boosting our response rate by +10 points-while keeping the average response time under 30 seconds, in line with our goal."

The deployment of generative AI comes with rigorous measures to ensure response quality: Manutan systematically evaluates customer satisfaction at the end of each interaction, thus maintaining a high service level and continually adjusting processes.

To further meet customer expectations, Manutan aims to enhance the data available for generative AI and is also working on expanding the use of AI to include product search.

The Fusion of Digital and Human Elements at the Heart of Manutan's Strategy

Although generative AI provides valuable assistance, Manutan emphasises the importance of maintaining human interaction with customers, especially for complex requests or customised projects. The Group’s strategy is to ensure personalisation and a deep understanding of customer needs, with advisors remaining at the forefront.

Manutan’s strength lies in combining a digital approach with a personalised customer relationship based on respect and transparency. This allows customers to benefit from effective and competitive solutions and high-quality tailored support.

*IPSOS for iAdvize: Online Shopping Behaviour and Generative AI in E-commerce, October 2023