How an E-commerce Brand Improved Process Adherence to 95% with HRHNext
A leading e-commerce brand operating across India required a reliable partner to manage 24/7 post-order customer communication. The scope included high-volume chat support, outbound call-backs, and process-driven email responses to address order status, delivery delays, returns, and service updates. The objective was to maintain a consistent customer experience across regions while improving response quality, speed, and satisfaction metrics.
Problem Statement
The client faced multiple operational and experience-level challenges as scale increased:
- High dependency on plain and direct responses, resulting in low engagement
- Rating response bias, where neutral replies reduced CSAT and NPS contribution
- Delayed resolutions are impacting customer confidence in post-order support
- Limited emotional connection with millennial customers
- Inconsistent quality across regions and channels
- Risk of escalations due to a lack of standardized workflows
- Manual handling impacts response time and workforce adherence
Solution Offered
A comprehensive, performance-tracked support framework was deployed with strong emphasis on quality, speed, and consistency.
1. 24/7 multilingual chat and outbound (call-back) support covering Hindi, English, Tamil, Malayalam, and Telugu
2. Multichannel coverage including live chat, outbound CBM (Call Back Model), and structured email responses
3. Deployment across 4+ regional hubs to maintain redundancy and availability
4. CRM-enabled tracking for real-time visibility into customer history, order status, and resolution progress.
5. Average Handle Time (AHT) maintained under 200 seconds in 9 of the last 12 months
6. Workforce planning and scheduling ensuring 95% adherence
7. Quality assurance framework tracking AHT, CES, CSAT, and throughput on a continuous basis
8. Response optimization program:
- Refined replies with context-driven, engaging language
- Defined five problem categories with optimized response structures
- Average 6 responses per category, ensuring consistency and tone control
9. Communication screening standards including 30 WPM typing proficiency and language accuracy
10. Regional language support to improve clarity and reduce repeat contacts
HRHNext’s Contribution
- CES score of 2.90, ranked #1 from project start
- Quality score consistently above 90%
- 100% Positive Response Rate achieved
- 0% Negative Response Rate maintained
- Average customer rating improved from 6 (August) to 8 (September)
- CSAT improved from 61% to 100% across five key categories (by September)
- Faster resolution of order-related queries including delivery issues and returns
- Improved customer satisfaction through personalized, multilingual communication
- Stronger engagement with millennial customers via refined and contextual responses
- Elevated overall CX through structured, SLA-driven performance delivery
HRHNext’s strategic approach to managing e-commerce chat and outbound support transformed the client’s post-purchase engagement model. By eliminating escalations, reducing handle times, and strengthening multilingual coverage, the client achieved higher customer satisfaction and consistent service delivery across India.
This case study underscores how a centralized, SLA-driven support model can enhance operational resilience, improve customer trust, and deliver measurable CX excellence in the e-commerce landscape