INDUSTRY

Software & IT

HEADQUARTERS

Cape Town, South Africa

CHALLENGES
  • Increased customer wait times due to manual assignments
  • Surges in incoming customer queries
KEY RESULTS
  • Automatic ticket routing based on keywords
  • Faster resolutions through self-service and automation

Decrease in incoming queries

40%

CSAT score

80%

First contact resolution

70-80%

About 1-grid

1-grid is a South African based web hosting company that specializes in providing online tools required for a small business to succeed. It was first founded in 1997. Since its origins as a web hosting platform, 1-grid has expanded its services to include end-to-end online solutions such as website building, website hosting, website development and a business email solution.     . With 35,000 customers and counting, 1-grid is at the forefront of delivering reliable and secure web solutions to SMEs. 

We spoke to Morne Patterson and Farrah Abdurahman from 1-grid, to understand how 1-grid partnered with Freshdesk and Freshchat (now Freshdesk Messaging) to transform their customer service experience. 

Outgrowing the existing helpdesk setup

Before implementing Freshworks, 1-grid was using Kayako as their helpdesk software. As the company continued to expand, the gaps in their existing software began to become more apparent. Speaking about the challenges they faced, Farrah explains, “Kayako just didn’t work for us. Incoming tickets were grouped into a single queue and were not directly assigned to agents. Our requirements were continuously growing but Kayako didn’t scale to meet our demands.” 

At its peak, 1-grid was receiving about 12,000 customer queries each month. These queries would come in through the website and remain in a single queue. The existing software did not offer any segmentation or automatic routing features, so managers would have to manually sift through the queries and assign the most appropriate agents for each. Predictably, this resulted in bottlenecks and affected customer response times. 

1-grid needed a new platform that would help their team manage incoming queries in a faster and more efficient way. After a careful review of their requirements, they zeroed in on Freshworks. Speaking about the evaluation process, Morne Patterson, Finance Director at 1-grid says, “We were looking for a versatile company that could provide a one-stop solution and have options to extend and customize the software as required. We selected Freshdesk as it had an excellent reputation and a very robust and mature set of products that could cater to our unique requirements.”

“The interests of our customers are always at the forefront of all decisions made. We also strive to ensure that we understand why our customers experience issues in the first place so that we can resolve the root cause. We needed a tool that would give us more visibility into this.”

Morne Patterson

Finance Director

1-grid

Adopting Freshdesk and Freshchat (now Freshdesk Messaging) for customer service

Once the decision was made, 1-grid quickly ensured that all customer support agents were immediately onboarded to Freshdesk and Freshchat (now Freshdesk Messaging). What made this quick transition possible was the simple interface of both products. As Farrah explains, “We found Freshworks’ products to be extremely user-friendly. We did not have to schedule any separate training sessions to familiarize our agents with the products. In fact, the only ‘training’ we provided them with was information taken directly from the Freshworks website. The user flow was very self-explanatory and agents were comfortable using Freshdesk and Freshchat (now Freshdesk Messaging) in no time at all!”

Freshdesk and Freshchat (now Freshdesk Messaging) worked in tandem to deliver a unified experience to 1-grid’s customers. When an agent is responding to a customer query on Freshchat (now Freshdesk Messaging), the query automatically gets stored as a ticket on Freshdesk. In the future, if the customer has further issues or has any updates on the current query, the ticket will get reopened on Freshdesk. This system provides all agents with a comprehensive view of each customer’s history, which improves their ability to deliver superior, personalized support. 
 

Leveraging automation tools for quicker response times

While the team has incorporated Freshdesk and Freshchat (now Freshdesk Messaging) in every aspect of their customer service journey, three features in particular stand out:

  • Automatic ticket routing: Unlike the previous system, incoming queries now require zero human intervention to be sorted out. Freshdesk identifies the most relevant agent to route the ticket to based on specific keywords in the query. This feature has resulted in significant time-saving for managers.
  • Whatsapp integration: When 1-grid decided to launch WhatsApp chat support, their internal customer support setup remained unaffected because the feature could easily be integrated within Freschat. Despite being introduced very recently, WhatsApp has already picked up steam. “We are already getting around 50 chat queries per day through WhatsApp without any marketing. We expect this number to increase exponentially once we officially start to promote it,” predicts Farrah. 
  • Automated responses: Freshdesk’s automation capabilities pick up certain recurring keywords in incoming queries and provide an instant resolution based on past data. These queries do not get added to the queue, thus reducing the number of tickets agents have to resolve. 
Raising the bar for customer experience

Through the seamless interface and advanced features of Freshdesk and Freshchat (now Freshdesk Messaging), 1-grid has noticed major improvements in three key areas: volume of incoming queries, customer satisfaction and agent productivity. 

  • 40% decrease in queries: Before Freshworks, 1-grid averaged around 12,000 customer queries each month. Since recurrent queries are now resolved automatically, the total monthly queries has dropped to 7,000.
  • 81% CSAT score: Customer satisfaction has increased from 60% to 80% due in large part to the faster resolution times made possible by Freshchat (now Freshdesk Messaging). 1-grid plans to add even more agents to Freshchat (now Freshdesk Messaging) and encourage more customers to use chat to increase customer satisfaction even further.
  • Response time improvement: One of 1-grid’s main objectives was to improve resolution times for their customers. Through the combination of Freshdesk and Freshchat (now Freshdesk Messaging), they have managed to improve response time by 80%.
  • 70-80% first-contact resolution: Through increased knowledge resources for agents, first-contact resolution has increased from 60% to 70-80%.
Looking ahead

The proven success of chat has encouraged 1-grid to popularize its WhatsApp and Live Chat support features further and increase usage of these channels. The company also plans to expand its self-service capabilities to reduce agent workload. “We are in the process of expanding our Knowledge Base so that customers can refer to self-help articles to find solutions for common concerns. We are also implementing new tools in the customer portal that will help customers carry out more tasks - such as enabling or disabling domain renewal - by themselves.”

With plans to expand to Nigeria and Namibia underway, 1-grid expects automation and self-service will become critical to handle growing demand from the new regions.
 

“We have been customers with Freshworks for over four years now. Two major reasons for our continued partnership are the amazing support line at Freshworks and the infrastructure of its products. There is barely any downtime and if there is, it’s very minimal. This has supported us in our endeavor to provide superior, reliable support for our customers.”

Farrah Abdurahman

1-grid