The Project

Technology that has personality

Kora is Coca-Cola Brazil's customer relationship chatbot, designed to meet some of the demands received by the company's Customer Relationship Center. Kora's workflows are developed based on CRM data analysis, utilize NLP (natural language processing), and feature a distinctive personality. Kora plays a key role in the Company's customer service efficiency and the integration of the Coca-Cola customer relationship ecosystem.

The Challenge

Each consumer, a universe

Since 1941, at the table of Brazilian families, Coca-Cola has maintained a comprehensive customer and supplier service structure. Kora is the embodiment of this relationship-building tradition.

It was to be expected that the largest beverage brand on the planet would also have a vast array of consumers. Serving each of them requires extremely refined actions to appropriately redirect them to the solutions offered by Coca-Cola in each case. And most importantly, for each of these customers, the problem is almost personal, requiring resolutions with some level of customization to avoid damaging their emotional engagement with the brand.

The Process

Before speaking... listen!

What are the demands and complaints of Coca-Cola brand customers? Everything started from there. The company's relationship team was a great partner during this time. Outracoisa* team immersed themselves in the Relationship Center, where we even answered calls from real customers. We comprehensively mapped out the main consumer requests, both from Coca-Cola and its partners. Together, we determined what would be most easily automated and what would make sense to maintain with human service. The user experience was based on these premises, with conversational flows for each situation. In parallel, we worked on developing Kora's personality, tone of voice, and visual aspect, which is the element that humanizes the experience. Throughout the year, we integrated Salesforce, expanded its NLP, and made other improvements based on data and feedback.

Product Key

The Character

Before designing Kora's avatar, we sought to establish guiding principles. The Cola-Cola brand already has a personality based on the dreamer archetype, a brand that envisions a better future, with a lot of positivity and trust in humanity. We understood that Kora's core function clashed with this idealistic and dreamy personality, as she solved practical issues, and so we decided to create Kora more within the helpful archetype. The concepts of diversity, youth, and confidence were some of the most frequently mentioned in our research, and with this conceptual framework, we called on our talented partners at Aquele Caras to illustrate the character. We conducted several studies showing youthfulness, and we sought a balance between the piercing and the pantsuit.

Here we see how Kora developed graphically. This modern, dynamic, and resolute woman reinforces the Brazilian identity of our audience.

The Solution

Coca-Cola's Virtual Hostess

A virtual hostess present at different touchpoints, providing objective service but with a touch of personality. The premise of Kora's first version was to cover the broadest range of needs with the least amount of effort. Therefore, topics such as new business, information about promotions, sponsorship requests, job searches, and other common topics were chosen. Kora was designed to evolve over time, addressing increasingly more topics, but always with the insight to direct to humans what she can't yet resolve at that level of development.

Kora handles almost everything at Coca-Cola. In these images, we see two promotions where she serves customers.

Results

Relationships are brand building

We are very proud of Kora's results. The chatbot is recognized as one of the factors that propelled Coca-Cola, which had ranked 78th in customer service in the EXAME/IBRC ranking, to reach 4th place in the measurement. The satisfaction rate is above 98% and the NPS is above 70%. Kora has allowed Coca-Cola specialists more time to resolve more complex requests. This represents a gain in scale for the company and prestige for the consumer relations area within the Coca-Cola system.