An Indonesian FinTech start-up has leveraged the Freshworks platform to drive automation and analytics for an omnichannel customer experience.
From a peer-to-peer financial lending start-up in 2016, KoinWorks has grown to become the first credit-led Micro, Small and Medium Enterprises (MSMEs) neobank in Indonesia with more than 2.5 million users.
Naturally, the neobank saw an explosion in customer queries, handling some 28,000 of them across multiple channels between 2021 to 2022 alone.
To maintain high-level customer satisfaction and retain momentum, KoinWorks turned to Freshdesk Omnichannel as a quick and efficient solution.
The Freshdesk platform enabled the KoinWorks team to provide a truly omnichannel experience – allowing customers to engage with the neobank in their preferred method without compromising response time and customer satisfaction.
“We typically interact with our customers through phone calls and live chat apps such as WhatsApp and social media,” said Dimas Mohammad Wibowo, Customer Experience Product Manager, KoinWorks.
“We wanted a system that unites all our support conversations so our agents can handle the large volume of queries coming in more effectively and efficiently and Freshdesk Omnichannel does exactly what we need.”
Freshdesk Omnichannel enabled agents to respond to queries via the following digital touchpoints using a single platform: email, live chat and messaging such as through WhatsApp and Facebook Messenger, phone calls and social media channels such as Facebook and Twitter. Team members reduced the time spent switching between channels, whether to respond to one customer or to address multiple tickets.
KoinWorks’ team provided the same level of satisfaction to customers who did not want to go through an agent with powerful features such as its knowledge base, help widgets and chatbots powered by Freshworks’ own FreddyAI.
The help widgets and chatbots helped customers navigate the knowledge base, while automated suggestions of relevant topics during browsing optimised their experience.
Freshworks’ knowledge base also allowed customer-facing agents to swiftly convert query responses into content such as articles. Customers could also provide feedback about each article – allowing the Koinworks team to see where and how they could enhance content development.
To ensure major issues within the knowledge base were swiftly resolved, agents could also convert critical issues raised by end-users into actual tickets for resolution.
Last but not least, moderation workflows ensured that posts were screened before going live to ensure they were accurate and factual.
Overall, Freshdesk Omnichannel also improved agents’ ability to keep track of customer issues, even if they changed channels.
This led to faster response times and improved customer satisfaction.
In addition, KoinWorks’ customer service teams were able to leverage the feedback mechanism in the platform’s knowledge base to analyse the impact of each piece of content.
Integrating multiple digital touchpoints is not the only thing that enabled Freshdesk to revolutionise KoinWorks’ customer service team.
Freshworks’ Omniroute feature automatically assigned emails, chats, calls and other tickets depending on their agents’ available bandwidth.
Agents were freed from overloading, allowing them to focus on resolving customer queries with effectiveness and efficiency.
For instance, ticket assignments could be prioritised based on bandwidth and individual skill levels, allowing the team to share the load and route tickets to the right agent.
Other automation features include time-triggered events to execute maintenance activities on tickets based on the time lapsed since an event happened and event-triggered automation to implement multiple actions as soon as an event occurs.
With Freshdesk powering KoinWorks’ customer service experience, support agents significantly improved their productivity, leading to a 195% reduction in average resolution times.
Customer escalations were also tracked and resolved quickly, contributing to an increase in customer satisfaction.
Data analytics is a key pillar in continually improving customer service.
With this in mind, KoinWorks leveraged Freshdesk’s analytics and reporting features to measure key performance indicators (KPIs) on the day-to-day operations of customer service teams.
Alongside a host of powerful, pre-built reports to provide team leaders with instant insights, team leaders could customise reports to measure specific metrics and meet set requirements.
With Freshdesk’s Customer Satisfaction module, KoinWorks agents integrated online customer satisfaction survey results with the Freshdesk solution to gather data on customer feedback, analyse them and respond accordingly.
Freshdesk’s analytics tool does not just cover metrics such as resolution times and customer satisfaction, it goes even deeper by measuring customer feedback regarding the content of its knowledge base.
Teams can see each article’s views, likes and dislikes.
These metrics can be reset each time a specific article is revamped so agents can compare its performance before and after.
The data from Freshdesk has also provided useful business insights to improve Koinworks’ financial service offerings.
The company’s product and tech teams collaborated to enhance features that customers preferred and fix or remove others.
In conjunction with the significant improvements in query resolution, KoinWorks’ customer satisfaction scores increased by 60%.
“We are thrilled to offer KoinWorks and all of our customers, modern and intuitive solutions that are so easy to use, it often exceeds expectations,” said Simon Ma, Director of Sales for Freshworks ASEAN.
“Today, customers want to contact support quickly and easily using their channel of choice and businesses want to know that their customers are delighted with the service they receive. In this case, Freshdesk Omnichannel met the needs of both the business and its customers, resulting in a win all around.”