Founded in 2017, Bagallery is a fashion, beauty, and lifestyle ecommerce shopping destination with a solid mix of local and imported brand portfolios. The company has had immense success with one of the best influencer networks in Pakistan. Their vision is to be the preferred fashion, beauty, and lifestyle shopping destination for women and men alike.
Currently, there are two problems that they are trying to solve. The first one is the accessibility of various beauty and fashion products. In Pakistan, retail penetration is less than 5%, with rural areas having major accessibility issues. The second one is connecting sellers, influencers, and consumers. They are providing and enabling services that provide an opportunity for everyone to earn online.
Customer Service at The Heart of Bagallery's Business
Gorgias team had a chance to interview Farhan Syed, the COO of Bagallery, and Arsalan Haji, the Customer Service Director of Bagallery. They shared with us their story before and after using Gorgias.
The Bagallery team didn't have a single source of all communication. They were using separate channels: WhatsApp, Outlook, Instagram, Facebook, and Twitter to manage customer inquiries, handled by the customer service team of 22 collaborators. They run on average daily tickets of 1,800 from all channels combined manually.
There was a lack of team synchronization, and they were unable to find out in which platform these customers had been responded to. There was also a lack of KPI monitoring - they didn't know how many comments or how many inquiries they received a day.
They were working in a rudimentary way, responding to customers randomly with no prioritization or identification, just answering ticket messages.
Moving From Decentralized to Centralized Ticketing Systems
Having their customers reach them to different channels, being emails, live chat, and social media platforms, make it difficult for the team to work in sync as the inquiries were not centralized in one place. Other than that, monitoring KPI and tracking team performance was also painful.
Arsalan, the Customer Service Director in charge of ensuring that all the customer inquiries received via emails, calls, and social media platforms, are handled well - and Farhan, the COO, had to oversee the strategies to maintain the highest level of customer satisfaction.
They were then looking for a solution to help them tackle those challenges and came across different helpdesk. After comparing multiple platforms and digging a little deeper, they set their heart at Gorgias. They were convinced that Gorgias offers what they were looking for best - the reason was they couldn't find the same level of automations provided by Gorgias elsewhere.
"We have compared multiple platforms with Gorgias, and Gorgias' integrations, user-friendliness as well as automations are the best amongst all." - Farhan Syed, COO
Farhan mentioned that Gorgias saved them at the perfect timing when Bagallery had several issues and an increase in inquiries. Gorgias' Customer Success Manager accompanied and helped them tackle everything seamlessly.
Using Gorgias as their core ticketing platform to centralize everything in one place has enabled them to manage customers' inquiries better. When their customers reach out through live chat and email, both contacts are synchronized. Hence, they know if a single customer reaches out through different channels. Gorgias also enables them to send a product link via Live Chat directly through the dashboard. The joy of managing different channels through Gorgias.
They also use automations to auto-respond tickets outside office hours when their agents are unavailable, especially for high volume questions such as delivery fees and product details. That way, they can promptly provide answers to their shoppers, the priority for Bagallery was to meet customers wherever they reach them and enable a seamless experience for their shoppers.
"We rate Gorgias 9/10, and we surely do recommend Gorgias to other ecommerce businesses. Everyone Enjoys advanced systems and helpful interfaces, and Gorgias has met our expectations in that regard. Thinking of the past where we struggled with key insights and stats was surely horrible." - Farhan Syed, COO
Turn Unhappy Customers Into Happy Ones
The Bagallery team takes advantage of Gorgias tags to help them determine the number of tickets related to a specific question by segmenting different inquiries like order status, refunds, and cancelation. Other than that, Gorgias' Rules also enable them to detect shoppers' sentiment. They can figure out the nature and sensitivity of the customer sentiment, and it also helps them come up with a solution quickly.
Using self-service and automations also solved the widespread backlash they received in the past and decreased the number of complaints.
"By centralizing our support tickets in one place, our agents have been able to solve customer inquiries more effectively, which has automatically resulted in higher customer satisfaction. The proof, our NPS has increased from 19 to 41." - Arsalan Haji, Customer Service Director
After integrating Gorgias, the Bagallery team can now track their KPI and monitor stats, like comments from happy customers or unhappy ones. Gorgias' integration has successfully helped them reduce their first response time from 24 hours to less than 4 hours and their full resolution time to less than 18 hours. They have also enabled their fulfillment team to ensure faster delivery, which has increased by 3x in H2 2021. Other than that, their one-touch ticket has increased by 38%.
"Back in July 2021, one of our investors raised a concern about Bagallery's negative sentiment across social media and the board, which made them reluctant to invest - this was how critical it has been. And Gorgias enables us to flip those negative intents. Gorgias has helped us ensure the best in class customer service." - Farhan Syed, COO
These things combined have undoubtedly improved their overall customer experience and increased customer retention and customer loyalty. Almost 80% of the inquiries were negative in the past, and they have flipped that number. Now, around 80% of the tickets are positive. Not only that the positive word of mouth has helped them acquire new customers, big wins for their business growth.
"As we grow, our number of inquiries will increase, and we want to continue our journey with Gorgias to maintain the highest level of customer service. We don't want another software because Gorgias is a one-click solution, and the entire experience has been very smooth since the start." - Farhan Syed, COO