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Case Studies / Customer Support
Case: Transforming Customer Support Operations for a Multi-Brand Consumer Tech Business
The
Challenge
Tasked with providing a D2C solution and roadmap for a global consumer tech business operating over 30 brands producing a wide range of software and hardware products we discovered several problems with the systems handling customer services and tech support.
The solution needed to
Other
Findings
- Disconnected support processes across product and regional teams
- No integration with stock, order, or returns systems
- Lack of centralised reporting and operational oversight
- Inability to handle increasing ticket volumes and complex escalations
- Unclear ownership and duplicated effort
- Reporting was arduous and requiring manual handling to count throughput volumes with no breakdown by brands or products at all.
The
Approach
Discovery & Process Audit
- Conducted a full operational audit of existing support workflows, escalation policies, ticket categories, and team structures
- Mapped critical integrations with finance, logistics, and warehouse systems
Platform Build
- Deployed a multi-brand Freshdesk instance with dedicated workspaces for each brand
- Created customized ticket fields, SLAs, and escalation paths reflecting real-world business processes
- Designed automation rules to reduce manual handling and streamline high-volume cases
Systems Integrations
- Integrated Freshdesk with internal order management, logistics, and RMA systems via custom middleware
- Enabled instant retrieval of customer, order, and warranty data directly within support tickets
- Established webhook-driven workflows for real-time updates between customer support and warehouse teams
Operational Governance
- Developed tiered SLA frameworks and support hierarchies to manage regional and product-specific requirements
- Created centralized reporting dashboards for cross-brand, cross-department ticket insights
- Delivered training and operational playbooks to transition teams into the new system smoothly
The
Outcome
PLATFORM:
Freshdesk Omni-Channel
- Decommissioned the legacy FileMaker-based ticketing system
- Successfully replaced a failed 18-month Salesforce project within 12 weeks
- Reduced average ticket resolution times by 30% within the first quarter
- Centralized customer support across all brands and global regions
- Enhanced visibility and operational oversight with real-time, multi-brand reporting
- Created a scalable Freshdesk platform capable of onboarding future brands with minimal configuration
Example
Workflows
Workflow: Product Refund
The
Objective
To replace the legacy FileMaker system and stalled Salesforce project with a scalable, cloud-based customer support platform that:
- Centralized all customer service operations across brands and regions
- Integrated with internal order management, stock, and returns systems
- Improved ticket resolution times and operational visibility
- Delivered clear, actionable reporting for management
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