McDonald’s HK has its own Facebook page with the original intent as a marketing tool to build brand presence and convey promotional content. However, McDonald’s HK realised that some customers would contact them on their social media pages, treating it not only as a marketing channel but also a customer service channel. The customers would comment on posts or ask questions on simple information like opening hours and the latest menu items.
Although McDonald’s HK already has its own customer service team with email and hotline channels, the agents are frequently caught up with customers on the line. The limited customer service teams make it difficult for agents to respond to all customers in a timely and thorough manner. With the added inquiries from the Facebook page, the customer service agents were having an increasingly difficult time responding to the repeated questions.
Customer Service Chatbot
Messenger & WhatsApp
This is where the chatbot comes in. Along with Sanuker, McDonald’s HK created their chatbot on both Facebook and WhatsApp that would automate answers to the simple questions customers were asking. Although most of the information was available on the McDonald’s official website, users would not organically navigate to the website but would rather ask their questions directly. With the chatbot, agents no longer have to manually copy and paste exact links to user questions, or answer repeated questions. The chatbot could also provide instant responses that would comfort users and prevent them from waiting too long.
The chatbot can handle anything from finding a location nearby, to helping to download the McDonald’s app, providing a wide range of services. Only advanced inquiries would be directed to human agents, making it more efficient for both the customers and the customer service team at McDonald’s.