MISA's Success in Achieving 50% Query Deflection Rate with Freshdesk

• Networks & Connectivity - 5G

• Apparel
• Retail

• Procurement
• Product Research & Development

• Chatbots
• Demand Planning & Forecasting

MISA, an online fashion retailer, faced a significant challenge in managing customer support and communication during the COVID-19 pandemic. The shift in consumer behavior towards online shopping led to an explosive growth in digital footfall, increasing MISA’s average number of orders from 30-50 a day to about 70-100 a day. This surge in orders resulted in higher support volumes, with customers frequently enquiring about their orders and delivery status. The team struggled to prioritize issues as their existing email systems ordered conversations based on the latest response rather than the urgency of the queries. Additionally, the shift to remote work due to the pandemic raised concerns about effective team collaboration and communication. MISA also faced the challenge of dealing with repetitive customer queries, which were time-consuming and redundant.

MISA is an online fashion retailer founded in 2016 by Shadi Askari-Farhat. The brand, inspired by Askari-Farhat's love for travel, art, and design, is known for its handcrafted and tailor-made designs, all created in Los Angeles, USA. Over the years, MISA has enjoyed tremendous success, attracting a growing loyal customer base with its unique fashion designs. The company places a high value on interpersonal communication with customers, going the extra mile to make every order a memorable experience. This commitment to customer service and personalization has resulted in a 49% return customer rate.

MISA turned to Freshdesk to manage their customer support and communication during this challenging period. Freshdesk's ticketing system allowed Victoria, the Customer Care Coordinator, to see the latest and most pressing issues at the top of her ticket queue. She could assign a ‘status’ and ‘priority’ for each ticket and customize the categorization of issues to suit her support team’s needs. This helped the team stay organized and handle high priority or pending requests first. Freshdesk’s powerful collaboration feature enabled Victoria to send messages and share updates with her support agents within the platform, improving coordination despite employees working remotely from different locations. To address the issue of repetitive customer queries, MISA used Freshdesk’s canned responses. This feature allowed the creation of standardized pre-formatted replies that could be inserted into any message, saving time while still personalizing responses for every customer. Looking ahead, MISA plans to implement AI and chatbots to provide support for customers during off-hours and weekends.

• The implementation of Freshdesk significantly improved MISA's operational efficiency. The ticketing system allowed for better prioritization and handling of customer queries, ensuring that urgent issues received immediate attention. The platform's collaboration feature facilitated seamless communication among the team members, improving coordination despite the remote work setup. The use of canned responses not only saved time but also maintained the personal touch in customer interactions, a core value of MISA. Looking ahead, the planned implementation of AI and chatbots is expected to further enhance customer support, ensuring round-the-clock assistance and reducing the backlog of queries. Overall, Freshdesk has been instrumental in helping MISA manage the increased digital demand and maintain their commitment to providing a personalized customer experience.

• 50% query deflection rate achieved with the help of Freshdesk’s canned responses.

• Significant increase in order volume, from 30-50 orders a day to about 70-100 a day.

• 49% return customer rate due to MISA's commitment to personalized customer experience.