BRITISH AMERICAN TOBACCO
SMART RECRUITER | FINANCIAL SERVICES CHAT, 3D | RESPONSIVE WEB | CLOUD
British American Tobacco (BAT) ability to market glo, their well-received (in Europe) heat-not-burn (HNB) product, in Malaysia had been nearly crippled due to strict restrictions, a slow conversion to THPs and a recent smoking ban. To win-over the Malaysian market, BAT invested in making glo a premium device brand throughout the customer experience (CX), available for purchase in an Apple Genius Bar-like retail shop.
After experiencing high call volumes upon launching in Europe, BAT sought an innovative support solution that could elevate themselves as a technology brand, while offering device support that could scale as sales did.
Hyperlab's advisory team spent time at BAT looking over statistics and feedback from previous launches to draw up actionable insights. Design was a huge driving force behind what BAT wanted as part of the solution.
Our team found that most customers wanted to be educated about the products and also report issues they were facing. Hyerlab found that the best solution would be a chatbot that integrated multiple features and one that would empower customers to find quick solutions to their problems.
BAT leveraged Bot Studio to build Willis, a virtual support assistant, educating new users how to use glo, while offering existing customers technical device support. Willis is able to understand and respond to product enquiries, track delivery, and product feedback.
With a beautifully rendered 3D device, Willis helps customers tag the device for technical glitches, before seamlessly connecting them to a live agent, offering rich data points for the agent to quickly resolve the issue.
The inspiration for Willis focused on creating a brand centred around lifestyle, innovation and new experiences, this was to ensure design and aesthetic align with the overall direction of glo.
Recently launched, Willis has thus far successfully elevated BAT as a technology brand and alleviated call volume for agents. Stay tuned for updated results.
"When you introduce something new like glo, it requires a lot of awareness and education. There is an initial investment required for consumers to know how to use it and how the device works and so on." Erik Stoel Managing Director.
"When we looked at the Malaysian market, we realized our competition wasn't just other HNB products, we are competing with the attention of other smart lifestyle products that define the tech savvy consumer." Chris Lim.
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