Enhancing the member experience of Guanaitong.com with AI-driven chat commerce and an extended marketplace
Serving over 9.5m staff from over 210k companies, Guanaitong.com is one of the leading employee benefits and rewards platforms in Mainland China.?Guanaitong.com?hopes to leverage technology to integrate quality social resources and support enterprises to establish a "people-oriented" corporate culture to satisfy the needs of the employees and intends to curate a win-win HR ecosystem for both employers and employees giving back to society.???
As its platform continued to grow,?Guanaitong.com?realized some missing gaps with its members, and there was a need to revamp its online experience.?
Guanaitong.com?collaborated with FreeD Group in 2020 to construct an enhanced online experience and product offering with 3 focuses - incremental revenue, improved customer engagement and data analytics & utilization.?
Challenge?
Seeking technology upgrades to drive a better member experience for an engagement boost??
Guanaitong.com?is always looking for ways to enhance and enrich its services for its members. Since most of them are employees from large corporates, one of its key concerns is to increase the engagement and retention rate of the members and make them feel cared for by their employer.??
Although?Guanaitong.com?offers more than 200 features on their platform, from medical booking, business trip booking, Employee Assistant Program, and compensation management to F&B management, festival and birthday celebrations and group buying, it's difficult for their members to navigate and locate the services they are looking for. In the meantime, the marketplace operated by?Guanaitong.com?was merely focused on physical products, which is insufficient to drive sales to hit their target ancillary revenue.?
Keen to improve the app experience and increase product categories,?Guanaitong.com?partnered with FreeD Group and sought its expertise in AI-driven chatbots and online marketplace.?
Solution?
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Launch a new marketplace with enriched products and enhanced data analytics engine??
Supported by FreeD's Harmony engine, FreeD developed a new 66Club marketplace for?Guanaitong.com?with an enriched product catalogue that covers beyond physical products.? Flight and train tickets, travel experiences, local lifestyle products and memberships of various platforms were added to the product categories. Different product packages were also launched to encourage product sales and enhance users' retention rate, including merchandising goods, shopping coupons and other benefits such as a dedicated customer service agent and free shipping.??
FreeD Group's Harmony engine also supports Big Data Analysis, allowing?Guanaitong.com?to better understand users' behaviours and formulate corresponding strategies to improve sales performance. With real-time analytics,?Guanaitong.com?can monitor sales data changes to identify problem areas and develop countermeasures.?
Leverage AI to reshape user interaction, conveying love and care to the users??
An AI-driven ChatCommerce is also integrated into the app, empowering?Guanaitong.com?to serve its members with care. Thoughtful and kind-hearted notifications are sent to the employee automatically at different time frames in a working day. For instance, a good morning message and taxi service promotion before work for employees to take a taxi to work on time, and festive blessings to remind employees to redeem the company's benefit vouchers in time. The chatbot also enables rapid search and to-the-point recommendation, allowing users to search for marketplace goods and app features at their request to create a seamless and convenient user experience.?
Result?
?To understand more about our solutions and products and how they can contribute to your company's growth, please feel free to reach out to us at [email protected] for a free demo session and speak with one of our experts.?