Kaafmeem Enhances Customer Operations with Freshchat and WhatsApp Integration

KaafMeem is a popular fashion e-commerce brand based in Saudi Arabia, launched in 2015. The company specializes in modern Arabic fashion, offering high fashion headscarves, Abayas, and other accessories. With a small team of 15 employees, they have served more than 20,000 customers, 40% of whom are repeat customers that have placed multiple orders over the years. Kaafmeem strives to enable Arabic women to express themselves with exquisite and fashionable clothing and aims to make the shopping experience as seamless and convenient as possible for its customers.

KaafMeem, a Saudi-based fashion e-commerce company, was facing challenges in its customer service operations. The company, which specializes in modern Arabic fashion, had traditionally used email and direct calls to handle sales queries, delivery information requests, and questions about refunds and replacements. However, they wanted to provide a more user-friendly channel for their customers to immediately access the Kaafmeem team. They were looking for a solution that would allow them to open a direct dialogue with their consumers, making the shopping experience as seamless and convenient as possible. The challenge was to find a platform that was popular among their customer base and could be integrated easily into their existing operations.

KaafMeem decided to implement the Freshchat widget on their website, allowing website visitors to converse with the customer support team in real-time. Given the popularity of WhatsApp in Saudi Arabia, they also decided to extend the messaging convenience by enabling consumers to reach out to them via WhatsApp. By using the WhatsApp Business API via Freshchat, KaafMeem was able to implement WhatsApp as an engagement channel in almost no time. The modern and familiar agent interface on Freshchat required minimal training for the agents, who were already comfortable and equipped to engage customer conversations. Additionally, being able to identify the customer, their history of transactions and conversations inside Freshchat helped the support team deliver contextual and effective support experiences.

• The implementation of Freshchat and WhatsApp as customer engagement channels has significantly transformed KaafMeem's customer service operations. Messaging has overtaken email and direct phone to become their most important customer support channel. The integration of these platforms has not only made communication more convenient for customers but also for the agents who found the Freshchat interface familiar and easy to use. The ability to identify the customer and their history of transactions and conversations inside Freshchat has enabled the support team to deliver more contextual and effective support experiences. This has helped them build relationships with customers, contributing to a higher CSAT score.

• Almost 85% of all customer conversations started occurring on chat, of which 30% were from the WhatsApp channel.

• The first response time was reduced from 1 hour 12 mins on average to under a minute with Freshchat.

• The CSAT score increased to 4.7 after the implementation of Freshchat.