Background

As the largest bank in Indonesia based on assets, reach, and the number of customers, Bank BRI has done digital transformation since 2017. This digital transformation aims to revamp Bank BRI's customer service operation. Furthermore, this digital transformation also has two meanings; first is to create a lag with competitors; second is to catch up with the competitors. One of the strategies for this transformation is by releasing Sabrina smart chatbot.

Sabrina was released in early 2018, to serve Bank BRI's millions of micro customers. This chatbot is supported by artificial intelligence and NLP technology to provide quick service to Bank BRI's customers. Kaspar Situmorang, Executive Vice President of Bank BRI, said," The digital strategy of Bank BRI focuses on three things: platforms, process, and business models. Those three core strategies implemented to create an excellent service and excellent operational to customers".

Bank BRI decided to build Sabrina chatbot and integrate it into messaging apps such as WhatsApp, Facebook Messenger, and Telegram to help millions of customers. So, when customers need an assistant, they can ask Sabrina through chat apps. In addition to that, this smart chatbot can automate repetitive questions, freeing up Bank BRI's teams to focus on more complex and strategic tasks.

Solution

The name of Sabrina means "Smart BRI New Assistant." The objective of this smart chatbot is to address any customer queries and to complete all requests, enabling Bank BRI's contact center team to deliver 24/7 contextual support. With this chatbot, customers can find ATM and branch office locations nearby, top-up Brizzi card, get the latest information about the exchange rate and interest rate, information about Bank BRI's products and services, and also stay up to date with merchants promo. You can access Sabrina on Facebook Messenger, WhatsApp, and Telegram and converse in Indonesian.

Bank BRI chooses Kata.ai as a partner to build and develop Sabrina chatbot because Kata.ai's NLP technology is more comprehensive. Also, this chatbot can be integrated into several channels (omnichannel) to accelerate Bank BRI's digital service implementation.

"From 2018, we already used 3 channels for Sabrina integration that are Facebook Messenger, Telegram, and WhatsApp. But until today, the most interactions came from WhatsApp, and most of our customers preferred to communicate with Sabrina or our contact center team through those channels," said Kaspar.