MANGO MOVES FORWARD IN THE DIGITAL TRANSFORMATION OF ITS CUSTOMER SERVICE
The company launches a chatbot as a virtual assistant on its website
The initiative aims to support the growth of the online channel and improve the customer experience
Mango is moving forward in the digital transformation of its customer service and has launched a new feature on its website:a chatbot.The new tool aims to improve the customer experience and support the growth of the online channel, which registered close to 900,000 new customers during the lockdown.
Jordi Álex Moreno, Director of Mango IT Systems and Technology, points out that this new feature “allows us to move forward with our strategy to equip our technological eco-system with cognitive skills, so that we can focus on transforming data into actions, results and improved decision making.Our technology strategy is evolving, moving from mobile first to AI (artificial intelligence) first.”
The new virtual assistant is available in the brand’s 15 main online markets (and translated into 13 languages) and allows the customer to be attended to and guided through the entire online shopping process immediately, at any time of the day, and on any day of the year.The online user can use this new communication channel to query the shopping process or the status of their online orders.
According to Guillermo Corominas, Director of the Mango Customer Department:“The customer experience is key within our online transformation process.This new state-of-the-art feature allows us to improve the service provided to our customers and their shopping experience, and to improve our levels of service and efficiency in e-commerce.”
This initiative is part of the digital transformation process the company is undergoing, which has required an investment of close to 150 million euros in the e-commerce, technology and customer departments during the last three years.
The digital transformation of Mango
Sales via the Mango e-commerce platform, launched in 2000, account for almost 24% of total group turnover, totalling 564 million euros in 2019. This figure represents a growth of 26.7% compared to the previous year.
The firm, which at the beginning of the year set itself the target of sales via the online channel accounting for 30% of total turnover in 2020, expects to surpass this figure, given the excellent performance its e-commerce is having.