Logistics · Technology, Consulting
A support desk with SLAs for a logistics company's WhatsApp, email and phone queries
A logistics company took customer queries on WhatsApp, email and phone, with no record of who owned each one or how long it had waited. We set up a support CRM with ticketing, SLA rules and automatic routing, and first response SLA compliance rose from 58% to 95%.
58% to 95%First response SLA compliance- Client
- A road freight and warehousing company with branches across western India
- Region
- India
- Sponsor
- Head of customer service and operations director
- Duration
- 12 weeks to go live on all three channels, then a monthly support plan
Engagement model
O2E: Output Oriented Engagement
The outputs were fixed up front as the three channel integrations, the SLA rules and the client portal, and each was signed off by the customer service head after a week of live use.
How O2E worksThe team
- Solution strategist1
- Full stack engineer2
- Integration engineer1
- QA engineer (shared)1
The challenge
Where things stood
- Queries about delayed consignments, damaged goods and proof of delivery arrived on a shared WhatsApp number, two email inboxes and branch phone lines, and nobody saw all of them together.
- There was no clock on a query. A shipper could wait a day for a first reply without anyone noticing until they complained to the sales manager.
- Escalations went by phone call to whichever branch manager the agent knew, so the same issue was often chased by two people or by nobody.
- When a key account asked for the history of its complaints, the team had to search chats and inboxes by hand.
The approach
How we ran it
Weeks 1 to 2
Query study
We read two months of WhatsApp chats and emails with the support team, sorted them into query types, and agreed realistic response and resolution times for each type and customer tier.
Weeks 2 to 7
Ticketing and channels
We built the ticket desk and connected the WhatsApp Business number, both inboxes and the call system, so every message, mail and missed call opened or updated a ticket linked to the consignment number.
Weeks 6 to 10
SLA rules and routing
Tickets were routed by query type and branch, with timers for first response and resolution. Breaches warned the agent first, then the branch manager, then the head of customer service.
Weeks 9 to 12
Client portal and handover
Key accounts got a portal to raise tickets and see their history. We trained agents branch by branch and ran the old inboxes alongside for two weeks before closing them.
What it looks like
Representative screens
Drawn to show the kind of system we delivered. Client screens and data stay private.
TKT-26-08412, WhatsApp
Our consignment LR 4471902 was due in Mumbai yesterday. Still not delivered. Please check.
Ticket TKT-26-08412 created. Assigned to Pooja Mehta. First response due by 11:40.
Good morning. The vehicle GJ 05 AT 7718 was held at the Surat hub for a tyre change. It left at 6:15 today and should reach Bhiwandi by 4 pm.
Okay. Please share the POD once delivered.
Will do. I have set a reminder on the ticket and will send the POD here as soon as the driver uploads it.
What we delivered
Modules and features
- Ticket desk joining WhatsApp Business, two email inboxes and the branch phone lines
- Tickets linked to LR and consignment numbers pulled from the transport system
- SLA timers per query type and customer tier, with three level escalation
- Automatic routing to the right branch and agent by query type
- Client portal for key accounts to raise tickets and view their full support log
- Daily SLA report for the head of customer service
What changed
Outcomes
- 58% to 95%First response SLA compliance
- Full support log kept for every client, available to the account manager in one place
- Fewer escalations, because every ticket now has one named owner
Figures as reported by the client.
Solutions
Industry and platforms
Looking back
Spending the first two weeks reading real chats was worth it: the query types and SLA times came from what customers actually asked, so agents accepted the timers. The first escalation levels needed revision. Branch managers were alerted too early, got dozens of warnings a day and started ignoring them, so we moved the first warning to the agent and the team lead only. We would now start with fewer alerts and add levels once the team trusts the numbers.
Start a conversation
Discuss a similar project
Tell us where your team is today and we will walk you through how a project like this would run for you under O2E. The first conversation is free. Delivery work is paid only after you accept it.
A specialist replies within one working day. The first conversation is free.