Infobip: 95% SLA achievement rate and significant efficiency gains with our own cloud contact center solution
95%
SLA achievement rate
90%
CSAT scores
Challenge
Improve efficiency and empower 600+ global support agents to provide optimal service
As a global Conversational customer experience platform, it is crucial that we are available to our customers across all time zones, understand their diverse cultural expectations, and deliver a consistently high-quality service regardless of location. Effective customer support ensures that issues are resolved promptly; it builds trust and strengthens relationships, ultimately driving business growth and successful long-term partnerships.
The challenges we faced
With 600 global support agents and numerous products, we wanted to improve agent efficiency and reduce issue resolution time. We knew that standardizing tools, processes, and roles would be essential to address our main pain points:
- Disconnected tools: Created inefficiencies and complicated the resolution process, leading to a fragmented customer experience and increased operational costs.
- The loss of tickets: Lead to unresolved issues, frustrated customers, and a decline in service quality that impacted customer satisfaction and retention.
- Lack of a user-friendly interface: Resulted in increased handling times, higher error rates, and reduced agent productivity, compromising the quality of customer support.
- Non-flexible platform: Hindered the ability to adapt to changing requirements and workflows.
By investing in our support capabilities, we wanted to ensure that our business could exceed customer expectations, leading to increased retention and positive word-of-mouth, and further enhance our reputation for top-tier customer service.
Solution
Implementing Conversations, our cloud contact center solution to standardize global support and improve CX
We needed a unified solution that could improve the efficiency of support agents for all ticketing use cases – including direct customer service, incident and bug reporting, external escalations to third-party vendors, and internal communications.
Thankfully, our own cloud contact center solution, Conversations, ticked all these boxes and more.
Empowering agents to make every interaction personal
Agents use customer context cards powered by data from People, our customer data platform, for additional personalization. Agents have easy access to these cards in Conversations, where they can find contextual information that they might need during customer interactions. Additionally, in cases where tickets get re-assigned or are handled cross-departmentally, agents can see a history of all previous interactions across all touch points in one place.
Intelligent routing for improved efficiency
With the large number of tickets we handle daily, a powerful routing system is critical for ensuring customer support is efficient. Each ticket is tagged based on location, support packages, or other relevant factors, and directed to the appropriate queue for fastest resolution.
Preferred channel communication
With email being used as the main communication channel for our ticketing system, our agents can use the email client interface in Conversations to customize message content, add attachments, and merge conversations.
We also implemented Live Chat as an additional channel for communication, which has native integrations with Conversations’ email, and voice capabilities.
It was a unique challenge to understand our colleagues’ diverse requirements and align them with the capabilities of our internal teams managing the product. However, with much hard work, a segmented approach to each department, planned phases, and mutual respect and understanding throughout, we coordinated and executed a migration of more than 600 day-to-day agents without downtime
Elvis Vusić
Software Operations Manager
Automation for improved efficiency and faster resolution times
To make our contact center performance as efficient as possible, we implemented three smart automation features:
- Macros are used to predefine subjects and templates, fill form fields, change priority, and/or switch queues. With one click, our Agents can do something that would usually take them 3-4 minutes. Additionally, Macros are used for escalation use cases, where a predefined template and a priority are automatically assigned.
- Workflows are easy-to-use automations created with a simple “if-this-then-that” editor. With time-based workflows, we check how long a certain ticket has been pending. If the time frame is longer than expected, an automatic message is sent to an agent. Event-based workflows check the ticket subject for specific data (e.g., country), which can activate specific routing and/or populate forms automatically to save time.
- Service-level Agreements (SLAs) are an automated feature used to track all time-sensitive tickets and ensure that customers’ issues are resolved as quickly as possible.
Tracking contact center performance
Our advanced analytics enables supervisors to use data to track every aspect of contact center performance to continually improve outcomes. This includes:
- Detailed metrics on channel performance, agent utilization, and an overview of total work and the quality of the work handled.
- Reporting that enables us to slice data based on multiple metrics and create custom dashboards.
Security and data privacy
Our data localization method is powered by more than 40 data centers around the world to help with regional/country-specific regulatory measures.
- All data centers have disaster recovery tools in place as backup.
- We have a unique EU region-locked data center which enables us to offer EU-only support where end-users’ data is stored and backed up in the EU and accessed from the EU and countries that the EU commission has determined have an adequate level of data protection to meet their standards.
Seamless migration
It was crucial to be able to migrate seamlessly from our previous support solution to Conversations with no interruptions in service for our customers.
This included migrating all existing tickets and agent data, continuing to support all ticketing use cases during the migration, and ensuring complete data security and compliance with all privacy regulations in every region.
We managed to understand all the details of each department in our company that we were set to migrate. Thanks to our incredible team and open-minded approach, we improved our product and introduced several unique selling points to the market. We solved these problems better than others because we could view them from a high-level perspective.
Tomaš Brilla
Senior Product Manager
Result
Boosting CSAT scores above 90% and achieving a 95% SLA rate
We successfully migrated 11 teams and all data from the previous vendor into Conversations. There are currently eight teams handling external tickets and three teams handling internal tickets, back-office, or analytics
This means we have around 600 agents working daily to provide the first-class customer support we promise to our customers and to support our internal stakeholders.
The enterprise capabilities of Conversations ensure that global teams can collaborate effectively, with clear escalation paths and seamless issue handover. This ensures that the 1 million tickets that our teams handle per year are resolved with minimum delay and no ‘lost’ tickets.
- Registrations team handles outbound (customers) and inbound (sales operators) tickets, with the main goal of registering senders with MNOs.
- Connectivity & Pricing team communicates with suppliers like MNOs, aggregators, and regulatory bodies to set up connections.
- Routing team optimizes routes and handles issues with suppliers (degradation, escalations, etc.).
- Managed Services team primarily proactively reaches out to mGate customers.
- Monetization team has a direct line of communication with operators in case of blocked messages.
- Self-serve team handles global self-serve customers and all their inquiries.
- Startup team communicates with businesses that are a part of our startup program.
After monitoring service levels for three months post deployment, the results were even better than we had hoped for.
- In addition to the significant savings on multiple third-party license fees, consistently high ratings from our customers helped us achieve CSAT scores higher than 90%.
- For customers with support packages, the SLA achievement rate was greater than 95%.
Another significant benefit of using our own support solution is that we now have the perfect ‘feedback loop’ from internal agents to development teams. In addition to instant access to real-world test data and scenarios, it means that new features can be trialed and perfected internally before being released to our customers.
Feedback is essential for developing and enhancing our product. The responsiveness of our internal team has been invaluable in understanding key needs and goals, allowing us to validate, ideate, and select the best solutions and user experience together. Teamwork makes the dream work, and we are just starting.
Marinela Kutić
Products Director
This project was a breakthrough moment for Conversations, as migrating and handling such a huge (internal) customer is a challenging job. It is very beneficial for us as a company to immediately test novelties on our Conversations instance and work directly with our product teams on our feedback and feature requests – many of which are used for our customers as well.
Srećko Sušac
Director of Global Customer Support
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Company Profile
About Infobip
Infobip is the leading platform for conversational customer experiences. We use our expertise to partner with businesses to push the possibilities of communication.
