Adrian Awards 2024
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The iconic Atlantis Paradise Island is deemed the most remarkable destination resort in the world. The guest experience spans across 5 distinct properties, 5 miles of pristine beaches, the world's largest open-air marine habitat, a casino, spa, golf course, diverse dining options, a 141 acre water park, nightly live entertainment, and more. Atlantis is a highly experiential property. The success of the Atlantis website is rooted in our consistent objective and commitment to providing exceptional, innovative and immersive guest experiences. As the resort is complex, we’ve learned from our customers' comments that they prefer to ask a specific question and get an immediate answer. Like most in our society today, the need for speed and efficiency is evident, even when planning a vacation! MONA the Atlantis AI Chatbot was created to solve four specific goals: - To provide real-time responses to customer inquiries, while also returning relevant pages that match the conversation. - To only manage content in one place, our website, to better control results. - Improve conversions by answering guest questions. - Our ultimate objective, to streamline customer interactions, save them time and provide a seamless experience while reducing call volume. It was important to make MONA an easy-to-use tool for our guests. Users simply click on the Chat icon to expand a chat interface, which allows them to input their inquiries and begin interacting with the AI-powered chatbot or click to chat with a live agent. When a user inputs an inquiry, MONA leverages AI and advanced natural language processing models to understand the intent and context of the message. MONA’s API then generates a response in based on the inputs from our website. We also share links to relevant web pages in the reply. If MONA can’t find an answer or if the inquiry is related to a booking reservation, MONA will direct the user to the Live Chat agent.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
MONA has performed beautifully and has become an asset to our guests and operations team as well. She seamlessly helps guests find what they want quickly and easily or redirects them to an agent that can help. This has reduced call volume and assisted Atlantis’ call center team. With the implementation of MONA we have achieved our four goals: - We are able to provide real-time responses to customer inquiries, while also returning relevant pages that match the conversation. - By managing and adding new content to the website and having MONA only pull content from the website, it allows us to only manage content in one place. Additionally, our team monitors the questions that come in, and if an answer to a question is not on our website, we generate new content to address this question in the future. - We have improved conversions by answering questions and taking friction out of the booking process. - We have ultimately achieved our goal of streamlining customer interactions, to save them time and provide a seamless experience while reducing call volume for simple questions. Since MONA has been live fulltime, we have seen over 10,000 chats with her a month and a reduction in LiveChat volume by on average of 50% per month. In the past we have seen upwards of 6,000 LiveChats a month that have now been cut in half since the launch of MONA full time. This allows our call center agents additional time to help guests with their room reservations.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
MONA has streamlined our operations, ‘giving back time,’ to our reservation agents. This has as a result improved guest satisfaction by answering questions efficiently and seamlessly. With the above stated, since MONA has launched, website revenue has increased by 1% and the number of transactions has increased by 4% to over 140,000 transactions. Additionally, MONA gives us a better understanding on how AI systems like Google Bard or ChatGPT will be crawling our website, and serving up content to their users. We are adjusting our content strategy accordingly.
Please select a budget range for actual budget including any agency fees and media expenses.
Entry Title
MONA, The Atlantis Paradise Island AI Chatbot
Division
Digital - Artificial Intelligence (AI)
Category
Digital
Classification
Entry Award:
Bronze