JD.com Takes E-Commerce a Step Higher with its Smart Customer Service Robot
Richard Qiangdong Liu officially founded JD.com in 2004 although his online retail business traced its roots to June 1998. He opened it as Jingdong, a storefront that dealt in the distribution of magneto-optical merchandise. The company’s fast expansion saw it open 12 more branches within its first five years of operation. In 2003, the company had expanded its services to the regions of Shanghai, Beijing and Sheyang, generating approximately $9 million per year. Following its immense success and the growing need for e-commerce, Liu established JD.com in 2004.
Serving as the company’s chairperson and CEO, Richard Liu has propelled the company to heights over the years, seeing it become the backbone company of China’s online direct sales. Clients have dubbed it China’s Amazon because of its quality and authentic services. As of 2014, JD.com controlled a massive 54.3% share of China’s online market, making it to appear on NASDAQ list that year. In 2016, it became the first Chinese company to make it to the list of Fortune 500 Companies.
One of the company’s strengths is its flexibility to embrace the latest technologies to meet the shifting marketing demands. Richard Liu’s market-oriented business approach enables his enterprise to utilize the best available options to offer clients customized services.
The company’s smart customer-care service is a breakthrough in its effort to offer efficient services to clients. The company’s smart customer can predict the intentions of individual customers. While making a statement about the technology, the AI & Cloud department of JD.com noted that the “Prediction Engine” has played a pivotal role in shaping the 2020’s 618 Grand Promotion a success.
The customer-care robots that most e-commerce enterprises have adopted help answer questions only. However, the AI of JD.com does more than answering questions. Developers of the technology-empowered its AI prediction engine with the ability to calculate a consumer’s inquiry and match it with the most appropriate solution. It relies on a client’s real-time behaviors, including browsing to predict an individual’s intentions and give the best suggestions.
For instance, a consumer who views the status of a given order is more likely to make inquiries about the delivery period. Also, a client who purchases a large or complex appliance is expected to seek installation services, and if the client’s browsing history includes a product’s latest price, there are possibilities of applying for protection guarantee. JD.com pays back its customers a price difference for products discounted within an agreed term window, subject to terms and conditions.
The smart customer care robot uses artificial intelligence to predict individual intentions immediately a user opens the inquiry window, even before typing information. The intelligent robot will display the question that the client is most likely to ask based on the behavior and browsing history. As the consumer types, the robot also connects the question to the most related inquiries.
JD.com and the use of Chatbots
Being China’s giant online retailer, Richard Liu’s company embarked on the use of chatbots to efficiently respond to the tones of consumer inquiries in 2013. The company launched the smart customer care service robot in 2018, and developers have been improving it by day to meet the market demands. Besides responding to consumer inquiries, the smart robot assists individual customer care staff to serve the clients by providing real-time predictions.
JD.com has also collaborated with partners such as China Unicom, Datong Municipal Government, and West China Second University Hospital to facilitate the provision of goods and services. The new technology has improved the company’s call centers resulting in more satisfied clients. Consequently, services to the clients will only get better.