Zalora unifies customer support across online channels

Zalora unifies customer support across online channels

Lowers cart abandonment, improves service personalisation.

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E-retailer Zalora has unified its customer support channels, resulting in a “significant reduction” in cart abandonment as well as a better experience for customers and agents.

The company, which has a presence in Singapore, Indonesia, Malaysia Brunei, the Philippines, Hong Kong and Taiwan, deployed Freshdesk Omnichannel from vendor Freshworks.

It used the helpdesk software to “streamline customer support activity from instant messaging to social media into one platform.”

Previously, support agents had to respond to queries on multiple separate systems and applications, which slowed them down.

“With a unified view of customer interaction and transaction history across digital channels, agents can engage in more personalised conversations and increase customer retention,” the two companies said.

Zalora’s director of payments Kannan Rajaratnam said the company had seen a “huge surge in online shoppers” as a result of the pandemic.

“Customers today are constantly online, on multiple devices. They expect instant gratification, which means our brand must be available 24/7 on all channels,” Rajaratnam said.

“Using Freshdesk, we have seen a significant reduction in abandoned carts, and we find 75 percent of our customers become repeat shoppers.

“Prioritising chat support on instant messaging and social media helped increase loyalty with our ‘digital native’ customers.”

The software also helps Zalora agents juggle more support chats simultaneously, which means it no longer has to employ a lot of temporary agents for high-traffic events like Black Friday and 11-11.

“Instead of having to hire several hundred part-time agents for a month, each Zalora agent can now manage up to six customers simultaneously,” the companies said.

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