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SmartBuyGlasses is a global eyewear e-commerce company with a presence in over 30 countries. Founded in 2006 with a mission to make high-quality eyewear more affordable, the company now has the largest range of designer sunglasses, prescription glasses, and contact lenses. In addition to the impressive range of products, personalized, quick, and efficient customer service is a big part of the SmartBuyGlasses experience.
With a customer support team spread across the world, the company needed a cohesive setup that would deliver exceptional support to their global customer base. We spoke to Rafael Vazquez and Elif Nisa Sencan who lead the Customer Support team at SmartBuyGlasses to understand how the company delivers superior omnichannel customer support.
SmartBuyGlasses views a customer support solution as an important means to an end: delivering outstanding customer experiences. As Elif explains, “Our philosophy has always been to provide gold-standard support to our customers. We go the extra mile to ensure they receive quick and accurate service no matter what their query is.” To achieve this, the customer support team needed a comprehensive system to track queries from all channels and deliver unified support.
The company’s history with Freshworks goes a long way back. SmartBuyGlasses first implemented Freshdesk over 10 years ago and since then, they have not looked back. As Rafael observes, “In the early days, customers got in touch with us directly through email and some through phone calls. But as we started to scale, we needed a solution that was bigger and better. This was around the time that we started evaluating different vendors and finally decided on Freshdesk.”
10 years later and the partnership is stronger than ever. Completely satisfied with their experience, SmartBuyGlasses decided to remain within the Freshworks family of solutions as their requirements began to grow. “As soon as Freshchat (now Freshdesk Messaging) became available, we tested it in a few domains, liked it and implemented it,” Rafael explains. “Same goes with (Freshcaller (now Freshdesk Contact Center)). Before this, we were using a basic call support platform that only allowed us to receive incoming calls. We implemented (Freshcaller (now Freshdesk Contact Center)) as soon as it was released to offer better phone support to our customers. Right from the start, we have been very happy with the features offered by Freshworks and so we never felt the need to look elsewhere.”
“In many ways, it feels like SmartBuyGlasses has grown along with Freshworks. We were expanding at more or less the same pace and so we implemented new products as soon as they were rolled out.”
Customer Support Lead
Expanding their support solutions within Freshworks’ suite of products has made a lot of business sense for SmartBuyGlasses - both internally and externally. “Freshdesk, Freshchat (now Freshdesk Messaging), and (Freshcaller (now Freshdesk Contact Center)) have very similar interfaces and the solutions that apply in one platform automatically apply in the others,” says Rafael. “This has simplified our onboarding process and makes our agents’ lives easier. With our integrated setup, agents can also view the entire history of a customer, including the support channels they’ve used in the past and what the previous responses have been. For management too, it is easy to gain a bird’s eye view of performance because the reporting and analytics of each platform is interconnected.”
In fact, the management team’s day always starts off with a quick review of the reports from the previous day. As Rafael explains, “Every morning when we check the dashboards, we are looking at critical metrics like the open balance of tickets and response times. We have custom reports and every decision we make is based on insights from those reports.” Citing an example of a data-driven decision, Rafael says, “If we want to expand the team, we first check the reports to see how we are doing on bandwidth. This informs our decision to hire new agents, move around shifts, etc.”
The agents at SmartBuyGlasses find it very simple to work with Freshworks’ solutions, but have their end-customers noticed any difference? Rafael says there are three stand-out elements that have strengthened the customer experience.
The actual impact of Freshworks’ solutions lies in the numbers. At SmartBuyGlasses, those numbers are looking good. “We have seen big improvements in overall metrics,” says Rafael. “Our customer support team is spread across the world and it would have been very difficult to align them otherwise. With Freshworks, our teams work synchronously and it is very easy to handle them.” For Rafael and the team, the most important metric they look at is response time. “Short response times are directly connected to customer satisfaction and so we keep a close eye on these numbers. I’m very happy to report that we have seen an 80% reduction in response times ever since we started using Freshworks’ products!”
The real test of a product’s agility comes in times of unpredictability and unforeseen challenges. The COVID-19 pandemic placed immense pressure on the company, as it did on many others across the globe. Speaking about how they adapted to the situation, Elif says, “With Freshworks, we were able to quickly re-write the assignment rules and manage the workload with zero downtime.”
As part of SmartBuyGlasses’ continuous journey towards building a seamless customer support structure, the company has recently implemented an additional Freshworks product - Freshteam. As Elif sums it up, “At the end of the day, our main focus is to provide the best experience for our customers.”
“Without Freshworks, every decision that we had to make would have been a lot more difficult. Freshworks enabled us to make the changes we need to make to keep on growing.”
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