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By Use Case
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Health & Fitness
Resolved within SLAs
Resolved within 4 hours
Resolved within 12 hours
Founded in 2016, Cure.fit has become the ultimate disrupter in the Indian fitness industry. It has encouraged thousands of Indians to embark on their fitness journey by expanding the concept of ‘exercise’ beyond the conventional gyms. Starting initially with trainer-led fitness classes, Cure.fit has now expanded into all areas of wellness, including mental wellbeing, food, and telemedicine.
From the early days of Cure.fit, the team recognized that superior customer experience had the power to be one of the biggest differentiators for the brand. Cure.fit implemented Freshdesk early on in its journey and has grown side-by-side with the solution. We spoke to Pritesh Jain, Head of Customer Experience at Cure.fit to understand how the team has used Freshdesk to deliver moments of wow to its customers.
When Pritesh was first brought into the company, it was just a few months old. In typical startup fashion, the founding team wore multiple hats and managed customer interactions themselves, through emails and tags. As the company started to rapidly scale up, Pritesh was handed the responsibility of building the customer experience team from scratch to handle the growing volumes of queries. There were three core philosophies that would become vital to the formation of the new team:
Shared inboxes were clearly an obstacle to achieving these three objectives. Cure.fit began to look out for a customer service solution that would help manage customer interactions in totality and provide a stellar experience to them.
Along with hiring the first consutlants for the customer support team, Cure.fit began the search for the best customer service solution. Since many in the team had experience with Freshdesk, it soon became the frontrunner. What ultimately clinched the deal was that in terms of comprehensiveness of the solution, Freshdesk was unmatched. “Commercially also it looked reasonable and supported the architecture of the support tech we had planned. It went to production for us from the moment ‘go’!” adds Pritesh.
Cure.fit now uses Freshdesk to manage tickets from customers, partners and employees. These queries come in through various channels and get converted as tickets on Freshdesk.
One of the most unique features Cure.fit has built using Freshdesk is an employee SOS helpline. Gym trainers and delivery executives often have to work late into the night, which can create safety issues for them. If they ever need urgent help, employees can raise an alert and immediately get virtual or on-the-ground support from the safety team. The alert creates a ticket that has the employee’s contact information and location coordinates so help can be sent instantly. These SOS tickets are also critical to helping management learn what went wrong so it can be addressed and prevented from happening again.
“With the employee SOS button, we can now proactively tackle safety concerns for our employees. This has been possible because of all the workflows we have built into the Freshdesk system. We see this being very useful in critical customer scenarios.”
Head of Customer Experience
For Cure.fit to maintain a lean support team, the incoming tickets needed to be prioritized and routed in a way that support consultants can easily resolve them within the SLAs. The support team is structured based on vertical (eg. fitness, wellness, and food), to minimize the amount of training required. Tickets are routed to the consultants based on the vertical and the urgency of the queries.
Fundamentally, there are three ways the team has segregated the tickets:
“Freshdesk helps ensure that the right tickets go to the right teams. Apart from a tiny portion of tickets which are time-critical, we stick to a 3-4 hour window for our SLAs. About 95% of these get responded within 4 hrs. Additionally, around 60% of our tickets were resolved within 4 hours.”
The ease of adding integrations to Freshdesk has helped Cure.fit build a customized solution that is tailor-made for their requirements. There are three main integrations that have been built into the platform:
Freshdesk’s open APIs have improved visibility of the ticket journey at all levels. The team is aware of what changes are happening to the ticket at each stage and measure the consultants’ way of working in a quantifiable way. “The amount of data we now have has helped us drive a lot of data-orientation in our teams and think of every aspect of customer support with data backing,” says Pritesh.
Cure.fit’s business has largely been offline and it continues to aggressively expand its physical presence. But after COVID-19, their online classes conducted under the banner ‘Cult Live’ have been becoming hugely popular. “Our online offerings are evolving and we are still understanding how to best provide support there. Apart from keeping the team size low, we also want to identify the best channel to engage with our customers,” says Pritesh. Support through WhatsApp has been all the buzz lately and Cure.fit is contemplating adding it as a support platform, in addition to improving response times on social media, particularly Instagram.
Internally as well, Pritesh and his team are experimenting with automations and workflows to keep the support team smaller and smarter. “The human touch comes from the communication we do over call and mail. We are trying to integrate the consumer’s profile into a workflow so our consultants have enough context to personalize the experience even further.”
““Freshdesk’s interface is a very powerful enabler for the efficiency of our support. If the interface is intelligently designed, the consultants’ muscle memory will play a big role in day-to-day problem solving. And this is exactly what Freshdesk has been able to achieve!”
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