Unlock 10% GMV Growth: How AI and Human Touch Are Revolutionizing E-commerce Customer Service

The growth formula for e-commerce is being rewritten. As traffic peaks and the classic model of "traffic × conversion rate" fades, merchants are turning to refined user operations. Customer service, once overlooked, is now a key growth variable.

Growth is critical for every brand. "Seek growth from service" is a common slogan, but achieving it has been challenging due to the "impossible triangle" of service quality, response speed, and cost control. During promotions, scaling customer service teams leads to idle costs, while outsourcing risks inconsistent quality.

Is there a solution for on-demand, flexible customer service like "cloud computing"? During this year's 618 promotion, 89 leading brands, including vivo and Luolai, tested a new model. It handled over 26 million requests with a peak of 550,000 in a day and a 94% satisfaction rate. This is powered by Ant Group's Digital Ma Power, aiming to be a "growth partner" for e-commerce.

Human-Machine Integration: Efficiency and Warmth Combined

E-commerce growth logic is shifting from "operating traffic" to "operating trust." Good service drives repeat purchases and conversions, but it must convey warmth and aid decision-making. AI Agents are seen as a breakthrough, with predictions of 400% growth in AI-driven interactions by 2025 and 20% higher satisfaction. However, AI alone can create data illusions—fast responses but longer problem-solving times, leading to negative experiences and lost conversions.

The gap highlights that people are essential for the "last mile." Digital Ma Power bridges this with human-machine integrated AI cloud customer service. Zhou Yun, VP of Ant Group, states: "AI empowers customer service experts in product features and consumer insights, boosting efficiency, stickiness, and growth."

Good Service Boosts GMV by 10%

Customer service has been a cost center, hard to quantify. But in the AI era, it's a growth strategy. Digital Ma Power's solution uses AI as an intelligent center with a "talent cloud pool" to match enterprise needs and labor supply, transforming customer service into a growth entry point.

Zhou Yun explains: "Our managed services include AI pair training for pre-sales conversion, AI tools for risk interception and recommendations during sales, and post-sales marketing for loyalty. This can increase GMV by 10%." The "Ma Shang Employment" platform has 530,000 certified talents, including 280,000 in e-commerce, with daily online peaks.

Digital Ma Power partners with nearly 100 brands, offering flexible employment and lowering thresholds with AI. They emphasize trust with service guarantees, like the "Double 11 Service Guarantee Plan" with commitments such as "no conversion, no charge," ensuring result-oriented outcomes.

For Semir, a fashion brand, AI improved efficiency but lacked emotional perception. Digital Ma Power's human-machine solution enhanced service quality and conversion rates. Shi Danfeng, Semir's customer service director, notes: "AI tools save time, increasing solved problems from 200 to 300 per day. Good service supports sales growth."

Future Competition: Inclusion and Inclusiveness

Few providers truly understand enterprise services. Digital Ma Power focuses on matching people well, recognizing that AI should enhance, not replace, human roles. Their cloud pool includes talents from remote areas and special groups, promoting employment inclusion.

Lai Xiaojuan, a Paralympic champion, became a cloud customer service rep, exemplifying this inclusiveness. Zhou Yun asserts: "Good AI promotes employment, not anxiety. Enterprises can outsource customer service modules to partners like us for lightweight management."

Growth remains paramount, with customer service's value extending beyond e-commerce. Demonstrating care and inclusion in service is a higher-level competitiveness.