Implementation of Chatbot for Lazada Customer Service Performance

Basically, technology is always evolving to accelerate human daily life. This rapid technological development makes humans adapt to all existing innovations. History records that technological developments are always followed by an industrial revolution which has a comprehensive impact on both the economy and social life. As is often echoed by many parties with the term industry 4.0. It is undeniable, in the industrial era 4.0, all aspects of work have been computed with one another. Thus, various kinds of technological innovations continue to emerge in this modern technological era.

The development of modern technology that is currently being warmly adapted by industry is technology Artificial Intelligence (AI). This technology based on machine computing and artificial intelligence is considered to have rich benefits not only for industry, but also for society. Moreover, nowadays, people live and grow based on digital technology as their operating system. Or simply called utilizing digital technology.

From the industry side, the implementation of AI technology can be found in various things. One of them is for the need to respond to customers as recently done by Lazada. The implementation of AI technology in Lazada explains the important role of AI in customer service by implementing features chatbot. chatbot is a computer program that simulates a human conversation through voice commands, text chat, or both. Usually designed to interact with humans via multiple platforms.

Fitur chatbot in Lazada helps speed up the completion of incoming contacts or questions, especially for questions from buyers who are routine (FAQ). chatbot nor do they focus solely on customer service. However, the chatbot feature on Lazada also serves the seller's side. claimed, chatbot able to explore the needs of the seller to answer customer inquiries quickly (under 30 minutes). And it can be said more specifically, chatbots can improve response rate to customers because of its speed in responding and reducing waiting times.

In his statement. Lazada's AI technology is able to identify random patterns in common questions, such as parcel tracking and seller payments. The technology products are introduced in 3 (three) lines, namely; CLEO (chatbot buyer), ADA (chatbot seller), and LISA (chatbot Instant Messaging) to answer customer questions quickly and efficiently.

In its development, this artificial intelligence-based technology still requires human understanding and intuition. Lazada claims, AI technology in chatbot “trained” by AI trainers who are required to have an in-depth understanding of trends and habits of using written language, including regional languages, terms, abbreviations and so on. It is intended that chatbot increasingly able to resemble human communication.

Despite using artificial intelligence, but chatbot still need a human touch. Because humans are still a crucial aspect in the development of AI technology - as Lazada also does.

Interestingly, this view can also conclude that the presence of AI adapted technology in the industry can open up opportunities for new jobs, especially for workers who want to take part in the digital economy ecosystem. One of them is AI Trainer. A.I Trainer become one of the keys to the success of this chatbot because they must be able to shape the character of artificial intelligence in order to understand the various styles of language used by users. The AI ​​Trainer is tasked with training artificial intelligence so that it can be optimal in carrying out tasks.

An AI Trainer is in charge of analyzing the answers given and teaching chatbot to recognize various languages, and provide solution-based answers in easy-to-understand language.

AI performance in customer service is measured by the level of problem solving or Chatbot Resolve Rate (CRR), where Lazada's CRR is currently quite high, higher than the industry average.

As promised, the AI ​​technology adapted by Lazada should be able to accelerate Lazada in terms of business, and also customer service performance which may inspire similar businesses to implement AI technology. This assumption is not without reason, because recently Lazada Indonesia officially won an award from the Asian Experience Award in the "Digital Experience" and "Product Experience" categories. The award shows Lazada Indonesia's commitment to building a sustainable business in Indonesia, by implementing AI technology in customer support services.

This article is endorsed by Lazada Indonesia.