Client Overview
A rapidly growing e-commerce company with prominent customer bases was struggling to keep pace with the growing volume of support queries. With high-value orders, complex return processes, and frequent shipping inquiries, their internal team was overwhelmed. The lack of 24×7 availability resulted in poor reviews, delayed issue resolution, and rising churn. The client needed a scalable and consistent support solution that could deliver on-brand experiences across time zones, while keeping operational costs under control.
Challenges
- Inconsistent Brand Voice: Support agents from different regions handled queries with varied communication styles, leading to disjointed customer experiences and eroding brand credibility.
- Lack of 24×7 Support: As the customer base expanded globally, delays in response outside business hours became a major pain point especially for time-sensitive issues like cancellations or order tracking.
- Low First Contact Resolution: The absence of proper SOPs and system integration meant many queries required multiple follow-ups, negatively affecting customer satisfaction and retention.
Solutions
- Dedicated Bilingual Support Team: A specialized team fluent in English and Spanish was assembled to cater to the client’s top customer regions. These agents were rigorously trained on brand tone, product catalog, and detailed SOPs to ensure every interaction echoed the brand’s standards
- Shift-Based 24×7 Model: To ensure global time zone coverage, a structured shift model was implemented. This allowed the team to handle late-night U.S. queries and early morning European requests without delay, creating an always-available experience.
- AI-Integrated Support Workflow: A conversational AI engine was deployed to support agents in real time, suggesting appropriate responses, FAQs, and product-specific solutions. This reduced decision-making delays and improved consistency across interactions.
Results & Business Impact
The transformation delivered substantial, measurable outcomes within just a few months:
- First Contact Resolution (FCR) improved by 40%, with most queries now resolved in the first interaction cutting down unnecessary follow-ups and support fatigue.
- Average Handling Time (AHT) reduced by 25%, allowing agents to manage more tickets efficiently, and enabling the client to scale support without proportionally increasing headcount.
- Repeat customer retention increased by 18% over six months, directly tied to more responsive service and issue resolution.
- Customer satisfaction ratings improved from 3.5 to 4.6 within three quarters, especially in regions that were previously underserved.
- Brand perception shifted positively, with several customers referencing support experience in positive reviews a first for the client.
Conclusion
What began as a search for extended support hours evolved into a comprehensive CX transformation. By leveraging offshore bilingual talent and intelligent workflows, the client turned their fragmented customer service into a 24×7 brand-aligned engine. This wasn’t just about coverage it was about consistency, clarity, and care across every interaction. The client now views support as a strategic function, with KPIs that align directly with sales, loyalty, and long-term customer lifetime value. The new model not only met current demand but positioned them to scale confidently into new markets.
