Bewakoof Journey to Streamlined Support with Verloop.io

The lifestyle market in India is one of the fastest-growing industries, projected to reach a market volume of US$86.79 million by 2027. With new brands emerging daily and traditional brick-and-mortar stores presenting significant challenges for e-commerce lifestyle brands, establishing a foothold becomes increasingly difficult. So, how can new brands survive this cutthroat competition?

The key lies in offering unique product catalogues, understanding customer perception, and delivering exceptional experiences to boost customer retention. This is precisely what Bewakoof did with its unique product line and, leveraging Verloop.io’s assistance to enhance their customer interactions and provide exceptional experiences.

About Bewakoof

Bewakoof is a lifestyle fashion brand that celebrates creativity, quirkiness, and individuality. Founded in 2012 by Prabhkiran Singh and Siddharth Munot, Bewakoof has become a trailblazer in the fashion industry by not just following trends, but creating them. Their vision was to introduce a brand that adds a touch of lightheartedness to everyday life through self-expressive products and fun shopping experiences. In Feb 2023, Bewakoof was acquired by Aditya Birla Fashion & Retail.

Bewakoof’s philosophy revolves around being “fashionably silly,” embracing a free-spirited, millennial and GenZ mindset, which is reflected in their quirky, humorous, and often pop culture-inspired designs. The brand offers an extensive range of products, including t-shirts, sweatshirts, hoodies, jackets, pants, shorts, accessories, and even home products.

Each item is designed to bring a smile to its wearer’s face, with clever messages and playful graphics. Bewakoof gained significant popularity with innovative collections like the ‘Ghanta’ series, which featured t-shirts for college students with messages like ‘Ghanta Engineering/Ghanta MBA.’ This creativity resonated with the youth and quickly became a best-seller. One of Bewakoof’s key strengths is its affordability, offering trendy merchandise at pocket-friendly prices, and making fashion accessible to a broad audience.

In addition to apparel, Bewakoof integrates intriguing quotes into their products, connecting with their audience on a deeper level and promoting a fun-loving lifestyle. Initially, Bewakoof sold its products through WhatsApp in 2014 before transitioning to an online-only model in January 2015, allowing them to reach a wider audience and streamline their operations. Bewakoof achieves over 100,000 sales per month, supported by a dedicated team of more than 400 members.

Increasing Queries—No Streamlined Support

Initially, Bewakoof.com encountered significant customer service challenges. The company’s sole contact method was email, which was difficult to manage. As Bewakoof.com grew aggressively, they experimented with a few solutions. However, they faced challenges with these solutions, such as high downtime. This resulted in a high volume of open tickets, further straining their customer support capabilities.

During this period of rapid growth, Bewakoof was determined to maintain a lean operation and did not want to add too many agents to handle the increasing customer inquiries. This created a critical need for an effective and scalable customer service solution that could keep pace with their expanding customer base without compromising on service quality.

Scaling Support with Growth

In August 2021, Bewakoof.com took a leap into scaling their support with real-time resolution by launching website chat support with help from Verloop.io. The solution transformed their customer service into a smooth, user-friendly experience. Gone were the days of long-winded emails. Instead, customers could effortlessly navigate through engaging conversation flows to get help with their post-sales queries.

Need to check order details?

No problem.

Delivery and payment issues?

Sorted.

Cancelling an order, requesting a refund or return?

Easy peasy.

Bewakoof’s chat support had everything covered, from wallet information and account details to offers, combos, and membership information, making customer interactions as effortless as possible.

Real-Time Support for Improved Customer Retention

“Coupled with its real-time reporting, impeccable uptime, and user-friendly interface, Verloop.io has helped us scale our customer service.” – Jibin C, Senior Quality Analyst, Bewakoof

The solution ensured round-the-clock customer support, instantly addressing issues and increasing the likelihood of conversions. No more waiting in queues or drafting long emails; customers could now get their queries resolved with ease in real-time. Since the solution has gone live and is resolving 55K+ queries per month.

Reduced Agent Workload

By handling common issues, the solution significantly reduced the workload on human agents, allowing them to focus on more complex tasks. Only around 2% of queries now need agent interference, rest of the 98% of queries are now easily being resolved by the solution. Agents still get the tickets from the solution, giving complete visibility to the voice of customers. This efficient distribution of tasks led to streamlined workflows and improved overall efficiency.

Integration and Workflow Streamlining

The seamless integration of the solution with other tools like Freshdesk helped Bewakoof streamline their workflows. This integration ensured that all queries were being recorded without any hassle in their database.

Real-Time Reporting and No Downtime

With real-time reporting capabilities and zero downtime, Bewakoof could deliver exceptional service and monitor their customer support performance continuously. This constant monitoring allowed for quick adjustments and improvements, ensuring optimal service at all times.

Drastic Reduction in Response Time

The implementation of an automated support system and a single tracking system for all incoming queries has led to improvements in the First Response Time (FRT) and average response time. The FRT has been reduced to 0.1 minutes, while the average response time is now 0.8 minutes.

Customer Sentiment

Customers have shown tremendous satisfaction with the new system, praising its swift and effective handling of their concerns. The support has significantly enhanced their post-shopping experience, making it smoother and more enjoyable, thereby deepening their loyalty to the Bewakoof brand. This is evident in the high number of unique users—more than 52%—and recurring users—over 20%.

“Verloop.io’s chatbot ensures seamless, round-the-clock customer support, significantly reducing our agents’ workload by handling common queries. Integrated with other tools, it streamlines workflows, enhancing overall efficiency. Customers now have the option to raise tickets effortlessly instead of drafting lengthy emails.” – Jibin C, Senior Quality Analyst, Bewakoof

The AI-powered support and live chat have streamlined Bewakoof’s customer service, driving engagement, reducing workload, and streamlining operations. With these robust tools, Bewakoof is well-equipped to handle the growing demands of its customer base, ensuring a seamless and delightful shopping experience.