Fahasa – AI Chatbot Agent for Book Consulting
How Fahasa leveraged an AI chatbot to provide personalised book recommendations, increase conversion and take load off the support team.
Key results
What this business measured.
These are results this business measured in its own context — scale, data, sales channels and rollout all differ. The figures are there to show the kind of change that is possible, not a commitment for any other project.
The transformation
From challenge to result.
Step 1
Challenge
Background
Fahasa (fahasa.com) is one of Vietnam’s leading online bookstores, serving millions of customers nationwide. With an extensive catalogue of books, gifts and educational materials, customers often need guidance before making a purchase decision.
Key challenges
- High volume of pre-purchase inquiries: Customers frequently asked about book content, suitability and recommendations before buying.
- Personalisation needs: Every customer has their own preferences by topic, age group, reading goal and interest.
- Support team overload: The support team was overwhelmed by repetitive advisory requests.
- Gift selection complexity: Customers needed help choosing the right gift for different occasions and recipients.
Step 2
Solution
The AI chatbot agent solution
InCard deployed an AI chatbot agent designed to read context and deliver a personalised advisory experience.
Core capabilities
- Personalised book recommendations: The AI suggests books that fit the buyer’s needs — topic, age group, reading goal and personal interests.
- Smart gift suggestions: Gift recommendations matched to the occasion, the recipient and the budget.
- Book summaries: High-level summaries of a book’s content so customers can decide with confidence.
- Balanced reviews: The AI offers balanced assessments and comments to support the purchase decision.
Integration strategy
Phase 1: website integration for immediate customer engagement.
Next phase: multi-channel expansion to reach customers wherever they are.
Step 3
Results
Business impact
The AI chatbot agent produced clear improvements across the key business metrics:
- Higher conversion rate: A higher purchase rate through personalised recommendations and a better pre-purchase experience.
- Better customer experience: Instant advice, 24/7, with contextual understanding.
- Lower support workload: A marked drop in repetitive customer-service requests.
- A solution that scales: Ready for multi-channel expansion to reach more customers.
About the client
Fahasa
Next step
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