About the client

The company sells household chemicals through online stores in several countries. The product range, prices, currencies, stock availability, delivery terms, and contact details differ from country to country. At the same time, the brand, core product information, customer communication rules, answers to frequently asked questions, and objection-handling principles remain shared across the whole company.

The task

The company needed to hand over the day-to-day function of communicating with online store customers to Binom Seller.

The synthetic employee needed to:

• answer questions about products;
• understand the product range;
• help customers choose the right product;
• analyze customer needs;
• handle objections;
• perform upselling and cross-selling;
• take orders;
• pass completed orders to the CRM;
• take into account the customer’s history and previous orders;
• communicate with the customer in whichever language they use;
• work simultaneously on the website, on Telegram, on Facebook Messenger, and on Instagram;
• hand the conversation over to a live employee when necessary;
• operate around the clock.

At the same time, the company needed to retain full control over every conversation and manage Binom Seller’s work through a single dashboard.

Results

average time to first response — under 15 seconds; increase in average conversation depth from 2 to 7 messages; upsell growth from 11% to 35%; 17% increase in average order value.

What was implemented

1. Binom Seller for the online store

The company chose Binom Seller — a synthetic salesperson trained on information about the company, the brand, the products, sales rules, customers’ frequently asked questions, and objection handling.

Binom Seller gained the ability to:

• consult customers;
• answer questions about specific products;
• compare product items;
• recommend a product based on the customer’s request;
• suggest additional products;
• take orders;
• pass order data to the CRM;
• use information from the customer’s history;
• work in any language.

A priority language is set separately for each Binom. Binom opens the greeting in that language. After the customer’s first message, it continues the conversation in the customer’s language.

2. Website widget

A branded support widget was installed on the online store’s website, offering text, voice messages, and voice communication.

The widget was configured with:

• corporate colors;
• logo;
• appearance;
• greeting;
• priority language;
• display rules across the website’s pages.

Binom Seller is available not only in the store’s general chat window, but also directly on product pages.

A customer can open a conversation on a specific product page and immediately ask about its properties, use, availability, price, or delivery.

3. Voice communication via WebRTC

A WebRTC module was connected on the website.

It lets the customer talk to Binom Seller by voice directly on the website in real time.

During the conversation, Binom Seller can:

• listen to the customer’s question;
• reply by voice;
• clarify the customer’s needs;
• suggest suitable products;
• display the products being discussed on screen;
• switch between product items as the conversation progresses.

This kind of communication works like a direct conversation with a sales consultant, without needing to install an additional app or make a phone call.

4. Product catalog integration

The online store’s catalog was connected through Google Merchant Feed.

Binom Seller receives up-to-date information from the product feed:

• product name;
• description;
• price;
• currency;
• stock status;
• available quantity;
• link to the product page;
• other transmitted attributes.

Whenever the information in the Google Merchant Feed is updated, Binom Seller starts using the updated data. This means there is no need to manually upload new price lists every time a price or stock level changes.

For stores that don’t use Google Merchant Feed, the catalog can be connected via XML, CSV, or another agreed data format.

5. CRM integration

Binom Seller was integrated with the company’s CRM.

The integration allows it to:

• access the customer’s history;
• take previous orders into account;
• save conversation outcomes;
• pass new order data to the CRM;
• pass information gathered during the consultation;
• log requests, complaints, and other important events;
• continue working with the customer based on prior conversations.

Every conversation is saved and can be linked to the corresponding customer in the CRM.

6. Telegram for customers

A dedicated Telegram bot was connected for customers.

Through it, a customer can:

• ask a question;
• get a consultation;
• find a suitable product;
• check the price and availability;
• place an order;
• continue the conversation outside the website.

Binom Seller uses the same information about the company and its products in Telegram as it does in the online store’s widget.

7. Telegram for employees

A separate Telegram bot was connected for company employee notifications.

The company decides for itself which notifications it needs to receive. For example:

• a new conversation has started;
• a new message has arrived;
• an order has been placed;
• a customer has left a complaint;
• a live employee’s involvement is needed;
• another preconfigured type of event has occurred.

The employee Telegram bot is not used to communicate with customers. Its purpose is to keep the team promptly informed about Binom Seller’s work.

8. Facebook Messenger and Instagram

Binom Seller was connected to the company’s Facebook Messenger and Instagram.

Customers can ask questions about products and place orders through the brand’s social media pages.

Regardless of the communication channel, Binom Seller uses a single knowledge base and up-to-date product information.

Managing Binom Seller’s work

The synthetic employee’s work is managed through the Binom dashboard.

The company can:

• view all conversations;
• see the customer’s messages and Binom Seller’s replies;
• track conversation history;
• check the accuracy of consultations;
• see orders and other events;
• receive system notifications;
• bring a live employee into a conversation;
• turn off the AI in one specific conversation;
• continue a conversation on behalf of a live employee;
• adjust Binom Seller’s knowledge and working rules.

Turning off the AI in one conversation does not stop Binom Seller’s work with other customers.

Operating in multiple countries

The company operates several online stores in different countries.

A separate Binom Seller was created for each country.

This is necessary because the following can differ from country to country:

• product range;
• stock availability;
• prices;
• currency;
• delivery terms;
• contact details;
• the company’s legal name;
• local rules of operation;
• individual commercial terms.

For example, Binom Seller for Spain, Poland, and Ukraine are separate synthetic employees.

Each of them works with its own product feed, its own prices, its own currency, and its own local settings.

Shared knowledge space

Despite being split by country, all instances of Binom Seller operate in the company’s shared knowledge space.

Shared information that can be passed between them includes:

• the company’s history;
• the brand description;
• the company’s values;
• basic product information;
• product advantages;
• answers to frequently asked questions;
• objection-handling rules;
• the best answer variants;
• accumulated experience from customer conversations.

Useful information can be passed to other instances of Binom automatically or after review by a moderator.

For example, if Binom Seller in Poland receives a new frequently asked question and a correct answer is worked out for it, that answer can be passed on to Binom Seller in Spain and Ukraine.

Meanwhile, local information — prices, currency, contacts, availability, and delivery — stays separate for each country.

Documents and knowledge cards

Shared information can be passed between Binom instances through the Documents and Cards sections.

Documents. The Documents section stores uploaded company documents and materials. Documents can be shared with another Binom so the same information doesn’t need to be uploaded twice.

Cards. The Cards section stores individual knowledge cards. They are used for:

• frequently asked questions;
• mandatory phrasing;
• priority answers;
• rules that must be used first;
• information that takes precedence over the general content of documents.

If information in a card conflicts with the text of an uploaded document, the card takes priority.

Cards can also be shared between multiple Binom instances.

Access rights

All Binom instances belong to the client company.

At the same time, employees of local divisions only get access to the Binom instances they are responsible for.

For example:

• an operator in the Polish division only works with the Polish Binom Seller;
• an operator in the Spanish division only works with the Spanish Binom Seller;
• an operator in the Ukrainian division only works with the Ukrainian Binom Seller.

An administrator or account owner can manage all of the company’s Binom instances.

Through the Teams section, the company can assign:

• operators;
• moderators;
• administrators;
• other employees with the necessary access rights.

Outcome

After implementation, the company gained a unified system for working with customers across all major digital channels.

Binom Seller:

• consults customers around the clock;
• works in any language;
• uses up-to-date product information;
• helps customers choose a product;
• handles objections;
• performs upselling and cross-selling;
• takes orders;
• passes data to the CRM;
• works on the website and in messaging apps;
• allows a live employee to join any conversation;
• preserves differences between local markets;
• uses the shared knowledge and experience of the whole company.

At the same time, the company retains access to conversations, manages knowledge, controls the quality of answers, and defines employee permissions.

→ How to implement the same solution yourself: full 27-step guide