MSD Animal Health improves customer service with chatbot humanization and UX Writing techniques from Objective

58% of the company’s inquiries were resolved solely by the chatbot, without the need for human intervention.

MSD Animal Health, a global animal health company focused on the development, manufacturing, and marketing of a wide range of veterinary medicines and services, recognized the need to enhance customer service to deliver more intuitive and personalized communication through the company’s service chatbot.

To achieve this, they relied on Objective’s UX Writing experts for a journey of virtual service evolution aimed at bringing greater efficiency to support teams and a better experience to users.

The quest for efficiency and experience

MSD Animal Health operated with version 1 of the Maia chatbot but needed to enhance this digital service channel to evolve support processes, strengthen the brand’s communication with its audience, and deliver personalized experiences to each of its customer profiles.

“The challenge and opportunity of this project were to build a new conversational structure for the chatbot, to represent through the virtual agent the brand’s tone of voice and at the same time a human-like and personalized experience for each MSD Animal Health customer profile. These innovations in customer service, carried out from the perspective of UX Writing experts, are essential for the evolution of consumer experience and consequently to differentiate the brand from competitors in an increasingly competitive market,” says Jorge Sellmer, CRO of Objective.

Humanization with UX Writing

Objective’s UX Writing experts developed humanized conversational trees for version 2 of the company’s Maia chatbot. With the creation of profiles and over 200 personalized interactions for veterinarians, pet owners, partners, and retailers, MSD managed to get closer to the end customer and optimize customer service teams.

“The main factor of this partnership with Objective was innovation. Objective, together with MSD, despite the bureaucracy of the sector, managed to bring innovation to the Maia chatbot. It was possible to develop a more interactive, humanized, and less robotic language. In addition, the entire journey was designed by the UX Writer to minimize errors and ‘dead ends’, that is, when the user cannot proceed or return in the conversation,” comments Thiago Ponte, Director of IT and Innovation at MSD Animal Health.

The result of innovation

Version 2.0 of the Maia chatbot, launched in the second half of 2023, is already yielding results for MSD in optimizing support team productivity and solving cases without the need for human interaction.

“We improved the productivity of specialists by adjusting flows, dialogues, and directing calls to the correct attendant. Thus, we increased the number of messages exchanged by 6% since its launch in 2023. 58% of users had their cases resolved solely by the chatbot. Additionally, we recorded a 9.3% reduction in cases directed to human assistance,” Thiago clarifies.

With the chatbot, MSD Animal Health also implemented order tracking via WhatsApp and developed a solution for report generation and data extraction.

Next steps

The next steps of this partnership between MSD Animal Health and Objective include the integration of AI into this virtual service solution to enhance the already obtained results and enable the creation of new functionalities to further improve the customer experience in the digital service channel. In addition, MSD is already considering internationalizing the chatbot by applying these UX Writing techniques to other group units outside the country.

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