AI-powered chat and voice bots automate member journeys for the Royal Institute of Navigation

Channels

Website, Mobile

Industry

Learned Societies / Charities

The Royal Institute of Navigation is a membership-based learned society head-quartered in London, UK

Background

The RIN is a leading center for promoting knowledge in navigation and its associated sciences. Institute has members in over 50 countries worldwide.

RIN leveraged AI to provide new members with a compelling experience to help them navigate a complex and growing set of membership routes, helping answer questions as they arise and onboarding prospects onto the right membership track for them.

An ever-growing set of membership options combined with a complex web navigation system has had a damaging effect on the average RIN visitors’ experience. The RIN engaged with Tovie AI to revolutionize the way it attracted and engaged with potential new members.

Goals

Enhance organization’s existing digital experiences and automate low-value interactions with powerful Artificial Intelligence

Reduce operational costs and improve the member onboarding user experience by empowering self-service and self-discovery

Answer FAQs and communicate with members in real-time at scale

Support potential members through membership selection, add-ons, and onboarding

Drive online engagement and push members towards calls to action

Support physical and digital events with real-time answers to member questions

Solution

Based on a brief conversation held between the virtual assistant and a potential customer,

the assistant can recommend the membership type that will best align with the customer’s needs, walk them through the onboarding process and answer any questions they might have along the way.

1The Tovie AI team analyzed the challenges RIN’s customers faced while navigating the existing membership journey.
2Mapped out all membership routes and created a different set of path scenarios for each possible membership.
3Implemented custom conversational web & mobile interface into the existing RIN infrastructure channels in just 1.5 months.

Today, the assistant is an integral part of the RIN organization

The assistant carries users all the way through to the sign-up process making sure no one falls out. It is able to understand complex queries and context

RIN users can interrupt assistant when they have questions about memberships, payments, and a variety of other topics.

After answering a question, the assistant brings a user back to the core membership onboarding process.

Results

20% growth in membership conversion

Real-time resolution of questions during the sign-up process

Rich analytical insight into prospect behavior and questions

Reduction in RIN staff support hours surrounding onboarding

The first benefit we are seeing from Tovie AI’s implementation is more insights into what our website visitors are looking for. We have already added multiple new answers based directly on customer-journey insights from Tovie AI. There are encouraging early indications that new sign-ups are trending positively above run-rate. The implementation was hassle-free and Tovie AI has integrated easily into our existing front-end and back-end systems.

John Pottle

RIN Director

Thanks to the assistant the Royal Institute of Navigation improved the efficiency of customer service and ensured customer satisfaction.

Today the assistant is also used for membership sign-up engagement at events.