South American cosmetics giant Belcorp is leveraging the power of conversational AI to enhance its sales strategy and support its vast network of independent consultants. With the introduction of natural language intelligent assistants like ‘Jessica,’ Belcorp has witnessed a significant transformation in its operations across 13 core South American markets.
AI revolutionizes beauty
Belcorp’s frontline sales and customer-contact workforce, consisting of over 800,000 independent consultants, predominantly women, operates on a multi-level marketing (MLM) basis. Through ‘Jessica,’ a Spanish-language chatbot deployed on WhatsApp, agents can access crucial company information, receive product training, and stay updated on the latest offers.
Jessica’s capabilities extend beyond mere information dissemination; consultants can manage their accounts and sales records seamlessly through the platform.
Driving efficiency and cost savings
The success of Jessica is evident from its staggering engagement numbers, with over 2 million sessions recorded last year alone. Moreover, the chatbot boasts an impressive 75% containment rate, meaning many queries that would have traditionally necessitated contacting Belcorp’s support center can now be resolved autonomously.
This efficiency translates into significant time and cost savings for Belcorp, reinforcing the value of conversational AI in streamlining operations.
Expanding the scope of AI implementation
Buoyed by the success of Jessica, Belcorp is expanding its use of AI across various business processes through its new AI Innovations Lab Platform. This initiative aims to enhance R&D efforts, optimize expenses, and improve team efficiency beyond frontline sales support.
Venkat Gopalan, Belcorp’s head of IT, emphasizes the versatility of AI in catering to diverse business models while underscoring its role in fostering personal fulfillment and empowering women entrepreneurs within the MLM framework.
Enhancing user experience and localization
Jessica’s sophistication transcends traditional chatbots, offering a personalized experience tailored to the linguistic nuances of different markets. With the ability to adapt its language to specific regional variations, Jessica ensures seamless communication with consultants across diverse cultural contexts, reinforcing Belcorp’s commitment to delivering tailored support.
Strategic partnerships and future directions
Belcorp’s adoption of conversational AI technology stems from strategic collaborations with industry specialists like Kore.ai. By harnessing Kore.ai’s expertise in enterprise conversational AI, Belcorp aims to further enhance employee and customer experiences while driving operational efficiency.
Gopalan outlines ambitious plans to leverage AI, machine learning, and analytics to streamline product development, optimize lab productivity, and expedite consumer risk evaluation processes.
Driving sales and supply chain optimization
The integration of AI into Belcorp’s sales ecosystem extends beyond support services to facilitate direct ordering and inventory management for consultants. This seamless integration not only enhances the purchasing experience for agents but also enables Belcorp to track demand trends and optimize its supply chain in real time.
Gopalan envisions leveraging AI to onboard new consultants effortlessly and drive continuous improvement across all facets of Belcorp’s operations.
Pioneering sales excellence through AI
Belcorp’s embrace of conversational AI represents a pioneering effort in leveraging technology to drive sales excellence and empower its workforce. By harnessing the capabilities of AI-driven assistants like Jessica, Belcorp has revolutionized its support infrastructure, paving the way for enhanced user experiences, streamlined operations, and sustained growth in the dynamic cosmetics market of South America.
As Belcorp continues to innovate and expand its AI initiatives, the company reaffirms its commitment to delivering unparalleled value to its consultants and customers alike.
