Using AI for customer service has been a 'gamechanger' says Nixi Body
Conversational AI is an easy way to instantly answer sensitive questions about period underwear in an empathetic way
How do you go about helping potential customers who have LOTS of questions about period underwear?
And what about the ones who are too embarrassed to ask?
In early 2023, Kelly Newton, CEO and founder of period underwear start-up Nixi Body, was grappling with spending significant time responding to enquiries from both new and existing customers about her products.
The game-changing moment for Nixi Body came when conversational AI entered the picture. Now, visitors to the Nixi Body website can simply voice their questions to Kelly and co-founder Coni Longden-Jefferson, and the pair answer back instantly via video from a bank of pre-recorded and AI-matched answers.
Having tested it myself, I’ve seen how it’s beautifully authentic (it feels like you’re getting to meet the founders), helpful (it answered all my questions accurately first time or referred me to the website), and easy to use (no waiting around for an answer via email!).
And more than that - this AI technology has had a significant impact on the Nixi Body business. In the past seven months the platform has handled 1,316 questions — an average of 188 per month.
“We have quite a niche product, in still quite a taboo area,” said Kelly. “So the easier we explain our product and answer any questions that people might have is really attractive to us.
“Our customers get a personalised answer and a chance to see the real people behind the brand, and we are saving ourselves heaps of time. I cannot stress what a game-changer this has been for us.”
Building trust with conversational AI
Behind the transformation is In the Room, a company specialising in AI-driven customer service solutions. Sarah Coward, CEO and Co-founder of In the Room sees women’s health as a great fit for conversational AI.
“Health-related products often have complexities, can be 'high decision' and reasonably high value, which means that people make considered decisions that require trust that the product will meet their needs” said Sarah.
“Importantly, some of these needs in a health context have high consequences if something goes wrong and so they want the opportunity to ask more questions.”
The AI platform ticks the box in all of these areas. It allows for in-depth answers, establishes trust through real connections and crucially provides a private space for sensitive inquiries. In fact, both Kelly and Sarah suspect that including the technology has led to more enquiries than usual as people get in touch with questions they would have been too embarrassed to ask before.
Sarah added: “It’s really hard for growing businesses to not only answer the questions that come in from customers, but to reach those people who have something they would LOVE to know about your product but aren’t in a million years going to contact you by email or even ask a text chatbot.”
Connecting to the brand
For Kelly, as well as co-founder Coni, being the face of their brand for the Q&A was essential.
“Having a lived experience of bladder leaks, I’ve found that when I share my story people really resonate and feel less alone and open to find out more,” said Kelly.
“I think it’s always great for people to see the faces behind the brand. The fact that it is so authentic really shows through the videos.”
The setup process was also straightforward with minimal demand on the founders’ time. They collated frequently asked questions, filmed relevant content, and integrated it into the AI platform — a process that could be completed within days to a week.
The platform also provides space for additional resources and referral information when needed to ensure a safe and informed customer experience.
Part of a growing trend
Conversational AI is becoming more popular across all industries and is set to boom in 2024. In the Room estimates that $290bn could be spent on conversational commerce solutions like this by 2025 as businesses aim to build more connection with their customers. In their research, 88% of consumers said they value authenticity as a crucial factor in whether or not they support a brand.
Being more available to customers — in less time
Incorporating AI has paid off for Nixi Body, with a reduction in email enquiries and hundreds of questions answered via the videos. The data Nixi Body is gathering can be analysed and incorporated into future strategies, customer profiles and content. The question bank is also dynamic, allowing continuous updates and additions based on incoming enquiries, providing an evolving resource for customers.
Kelly said: “I think just looking at how many questions we have been asked over the months shows that there is a need for the tech, especially for small companies. The amount of time I would have to spend answering questions definitely justifies the cost.
“But more than that, the customer is getting a much more personalised experience than the usual FAQs. It has been such an easy, stress-free process.”