Trustpilot has implemented a Customer Service Chatbot to help handle support requests. Their digital chat solution integrates with Trustpilot’s Zendesk Support Center, handling ticket deflection to save hours of time and increase productivity:
Trustpilot hosts reviews to help consumers shop with confidence, and delivers rich insights to help businesses improve the experiences they offer.
As more consumers use Trustpilot’s platform and share their own opinions, they are able to deliver richer insights on businesses and enable more opportunities to earn the trust of consumers from all around the world.
For Trustpilot’s Customer Service department, their focus is to help provide the best service experience for customers, companies, and users in more than 140 countries using Trustpilot.
When they began using Certainly’s Conversational AI solutions for Customer Service, the goal was clear: to create a virtual agent that could integrate with their existing setup on Zendesk, and provide multilingual service to support localization across all Trustpilot’s markets.
We spoke to Tonni Buur, Vice President of Global CX Services at Trustpilot. His goal is to provide a high level of quality service to Trustpilot’s global community – including to both companies and consumers:
We are always focused on the high quality of self-service, and we wanted to see if a chatbot built in the Certainly platform could help us to provide a more flexible service to what we call ‘low-effort questions’ and deflect the issues not relevant for our agents to handle.”
Since implementation in 2020, Trustpilot constantly tracks the performance of their chatbot, named Trusty, by measuring:
– CSAT scores
– Tickets solved without human involvement
– The deflection score (queries handled by bot divided by the number of inbound requests):
Implementing an AI Chatbot for support has definitely helped to reduce costs, although this wasn’t our main focus.
We do have a lot of inbound requests which are irrelevant to Trustpilot or low end. Instead of taking time to address these we can send those in the right direction without taking our staff’s time. This is minimizing the manual tasks for live agents so they could focus on the value-adding tasks instead.”Tonni Buur, Vice President of Global CX Services
Trustpilot uses an implemented self-service solution with integrated AI and business chat on Zendesk, handling more than 4 million sessions per year.
As long-term Zendesk users for 6 years it was important that the Certainly integration with Zendesk was smooth. The chatbot uses a webhook to hand queries over to a live agent or direct customers to relevant support articles.
Alongside the need for ticket deflection, Trustpilot needed Certainly to connect with a translation management tool called Crowdin. Through the Certainly platform, they were able to tap into their existing toolbox and integrate their multilingual chatbot with the tools they were already using.
The small Trustpilot team of 6 professionals uploaded user intents extracted from previous Customer Service conversations. They could then map these to their chatbot, enabling it to dynamically pull the right translation from their language depository.
The result of Certainly integrations to translation tools is that Trustpilot is able to remove the need for multiple chatbot flows. This reduces the maintenance hours and labor which would be needed for each separate language:
The good thing about using the Certainly platform is that we only need to maintain the English language. We then use Webhooks to scale it to support 8 languages without putting in a lot of effort.
This is super important for us as we have a small team doing this. “Tonni Buur, Vice President of Global CX Services
The back-end process within the Certainly platform looks like this:
Support articles are used in 210 connections currently (with the chatbot able to answer 315 FAQs) – which are supported in each of the languages Trustpilot provides. They often want to respond with an article or content piece that they have already written.
They are able define each content piece with a unique ID. If that module is triggered, the multilingual Customer Service chatbot responds by creating an article link to that exact piece.Tonni Buur, Vice President of Global CX Services
“We have undoubtedly improved the chat experience with the Certainly Conversational AI Engine. The valuable thing is that through NLU it can understand the meaning of sentences.
We receive thousands of different types of questions and writing styles, language and education skills from across the globe.
It gives us a good baseline to grasp their issue and provide the right information from across 8 languages instantly.”
Tonni spoke of Trustpilot’s desire to build content around user journeys, tailored to the unique flow they decide to take. This is a wider process, in which the Conversational AI chatbot will play a role as part of their toolkit.
They are therefore starting next phase developments into using Certainly webhooks to pull data out of Zendesk using their available APIs. This data can then be used to segment customers and display more relevant answers in the chatbot.
At the same time, Trustpilot are extending their self-service capabilities by combining the Certainly chatbot with interactive in-product overlays that will guide users through the product to set up features.
When a link is triggered in the chat, it will start an overlay with Trusty still being present to guide users via the Zendesk chat widget.
Since first using Certainly in 2020, and adding several more languages in February 2021, Trustpilot has implemented AI, Machine Learning, and AI Chatbots across their support platform to support people and the community in their work.
Find out more about Certainly’s Conversational AI solutions for Customer Service in our AI Chat ebook.
This article is based on the interview between Ben Culpin and Tonni Buur, Vice President of Global CX Services at Trustpilot.