Leading fashion eCommerce site revolutionizes customer experience with self-serve chatbots, lowers support costs by 10%
Gupshup Conversation Cloud enables the eCommerce giant to enhance customer support by automating routine queries and reducing dependence on slow-paced email channel
10%
lower support costs
45%
self-serve queries
90%
CSAT rating
About The Brand
The brand is a multinational fashion e-commerce company committed to making fashion and lifestyle products accessible to everyone and the largest fashion e-commerce store in India. With a mission to offer a hassle-free and enjoyable shopping experience to customers across the country, the brand appeals to a wide demographic.
Objectives
Customer-centric innovation has consistently been a pivotal aspect of the brand’s growth strategy. The brand continually strives to ensure that every interaction with the e-commerce leader leaves customers feeling valued. The remarkable expansion of their loyal customer base by 100% Year over Year (YoY) in the last 18 months, along with the addition of approximately 75 million new app users in 2023, serves as a clear testament to this dedication.
Catering to different customer types across Tier 1, 2 and 3 cities as well as small towns, the brand is focused on not just growing their user base, but also servicing their loyal customers in a frictionless manner.
With Gen Z forming a significant part of its customer base, the e-commerce giant was exploring ways to support this demographic that prefers chatting. At the same time, customer expectations for quicker turnaround times required revisiting their contact-center set up. With 70,000 – 90,000 interactions per day, a call-heavy approach resulted in higher costs.
The e-commerce leader sought a solution to achieve three key objectives
- Automate responses for routine queries, reducing agent workload and costs
- Reduce time to respond and improve customer satisfaction
- Empower agents to chat from within their CRM
Solution
The brand worked with Gupshup to develop a chatbot that delivered swift responses to service queries, FAQs, and complaints. Gupshup also provided the capability to seamlessly transfer conversations to a live agent during high-risk or complex scenarios
Putting the customer experience first with chatbot support
Before collaborating with Gupshup, the brand’s agents were spending a lot of time resolving repetitive queries via calls. As the customer base expanded, so did the influx of queries, with daily interactions ranging from 70-90k, including a mix of service queries, FAQs and complaints. Realizing that not every interaction requires a call, the brand decided to introduce self-serve help using bots and chat-based support using live agents.
Email was also a prominent channel, with 27% of the queries being routed to email support. With an increasing number of customers looking for real-time responses, there was a need to reduce dependency on this slow channel that took an average of 24 hours for response.
The brand transitioned from only call-based support to chatbot support for post-purchase journeys, aiming to efficiently handle high volumes. They not only automated all recurring inquiries such as order tracking, cancellation, replacement, refund status, invoice requests, and more using chatbots, thereby reducing call volumes, but also saved time, effort, and call center costs.
As a result, the call volumes drastically reduced with the brand witnessing a healthy 40-45% deflection to self-serve. Contact center costs reduced by 10%, potentially saving upwards of Rs. 10 crore (over $1.2 million). The bot currently handles over 20 lacs sessions/month. Email as a channel for support now forms only 5% of total volumes, compared to 27% earlier and is typically used for after office hours tickets.
Elevating customer satisfaction by streamlining support
Ensuring customer satisfaction has consistently remained the brand’s foremost objective. In pursuit of elevating the quality of agent interactions concerning post-purchase inquiries, The e-commerce leader routinely conducts CSAT surveys via SMS, asking customers, “Are you satisfied with the Agent?” These surveys revealed a 50% CSAT rating.
Following the adoption of the chatbot and the smooth transition to agent support, there was a notable enhancement in CSAT ratings. With this new strategy in place, when customers were prompted to rate their interaction directly within the chat window, agent interactions witnessed an impressive CSAT rating trend of 90%.
Enhancing agent efficiency with seamless chat access within CRM
The brand’s commitment to excellent support means that agents are expected to resolve queries or complaints as soon as possible. Continuously switching windows is counterproductive. To address this issue, the brand sought to integrate the chat widget within one of the largest eComm.
After evaluating around 6 providers, the e-commerce giant found that only Gupshup had the required integration. With a live chat widget within their CRM, the brand’s agents can easily access all the information they need to assist customers efficiently. This integration not only improved agent productivity but also ensured timely, relevant, and accurate conversations with customers.
Continuous innovation
With a collaborative approach to innovation, Gupshup and the e‑commerce leader continue to experiment with new ideas
With a focus on enhancing customer experiences and staying ahead in the crowded eCommerce space, the brand is all set to leverage Gen AI to improve its customer support experience, further improving its CSAT metrics.
