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~ Oct8ne ~

he company has been in the sector for more main values of Boboli is the closeness they seek to offer to their
than 40 years, taking care of both the product customers; therefore, within the multiple choices of the bot,
Tthey offer and the environment, which is why there is always the option to talk to an agent, be transferred to
their facilities have renewable energies, and they a personal shopper and, if there are no agents available, the bot
also expect to achieve 50% of their garments with gives the option to send the query through a contact form.
sustainable materials.
How many agents are needed in the chat based on
How do you provide a good level of customer service visits?
in the fashion vertical? And why is it important to “From Oct8ne, we normally recommend an agent for
have a chat on your website? e-commerce with between 50 and 100 thousand monthly
Boboli’s success strategy, says its Digital Director Aleix Roca, is visits,” explains Marc Erra, CEO of Oct8ne. And he continues:
based on four factors: colour, comfort, quality, and closeness. “In any case, we always recommend using the robot in addition
to the human agent. We believe that the bot does not replace
Aleix, interviewed along with Marc Erra by Rubén Bastón of the agent, but it does make the agent’s job easier by saving
Marketing4ecommerce, said that closeness with their customers time so that they can dedicate themselves to attending valuable
has always been one of the most important values of the brand, conversations where they really contribute much more than just
and when they were looking for a chat, the idea they had was answering the typical question of where my order is.”
to offer online the same treatment that the customer receives
in a physical store. With Oct8ne, the only chat on the market In the specific case of Boboli, it has a team of 7 agents
with visual support and an integrated catalogue, they manage dedicated to customer service: 2 of which are 100% dedicated
to provide this close and personalised treatment, similar to to the chat channel, 1 alternate with other channels, and the
the one provided in a physical store, thanks to the immediacy other 4 are dedicated to the support of the ticketing tool, which
of the tool, but above all, thanks to the visual support of the is also integrated with Oct8ne and can be managed from the
chat, which allows showing and recommending products to the chat panel. One thing to note: Over the years they have been
customer as would be done in a physical store. working with Oct8ne, they have maintained the number of
human agents, even though they have added the bot.
What is the Bobot like?
The idea behind the bot, Aleix comments, is to offer 24/7 During the pandemic, they implemented a very interesting and
automatic help to the customer on the main areas of doubts innovative project. At that time, when the physical stores were
that users usually have: orders, returns, promotions and closed, thanks to the flexibility of the tool, Boboli referred the
discounts, shipping, size, and material queries, and if the physical store staff to the online store. By the time the physical
customer needs it, also selecting the option to talk to an agent. stores started to be able to open, and it was necessary to request
“The most important part is that the doubt is immediately an appointment to visit the store, Boboli sent the invitation to
resolved, without generating any waiting time, which is key.” its customers through a link that redirected to the chat, and the
conversation was assigned—based on the customer’s zip code—
A little more about the use of Oct8ne on Boboli’s directly to the agent of the store closest to the user’s home.
website
Boboli offers personalised customer service through live How does a visual chat help conversion?
chat, chatbot, and social media channels. It centralises the In the fashion vertical, many questions tend to arise at the
management of all customer service channels in a single time of purchase, so the fact of being able to visually share
control panel, since Oct8ne, in addition to being a live chat and the product with the customer and be able to show them
chatbot, allows attending in a visual and personalised way also combinations of garments helps a lot to finalise the sale,
on WhatsApp, Facebook Messenger, and Instagram. reproducing the experience of the physical store.

The bot acts as a first filter, offering users a series of answers What are the most frequently asked questions?
related to all kinds of frequently asked questions, but it is also “Questions about order status, queries about exchanges and
able to recommend and display products through the chat returns, sizes, and especially the product recommender that
coviewer performing an internal search in the store catalogue helps customers to make combinations of garments so the
based on the keyword indicated by the customer. In fact, by customer can have its total look,” explains Aleix. A fact to keep
simply typing the type of product being searched, the bot in mind: As Aleix comments, ⅓ of their tickets are gifts, so it is
displays a series of 5 items that respond to the search. This normal that the customer needs to be assisted with the search.
functionality, therefore, means that the bot, in addition to
saving time for human agents acting as a filter, becomes almost How long does it take to implement a bot?
like another agent. According to Marc, “It takes more time to think about the
structure of the bot or what you want it to solve unless the
But, as Aleix Roca himself says in the interview, one of the customer already has it clear than to implement it. The Oct8ne

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