Quick Read Metrics
- 999,002 handled conversations
- 100% response rate
- 61% faster response time
- +20% abandoned orders recovered
- 40% improved CSAT
- 19 channels
Customer Background
ELARABY Group is one of the Middle East's largest retailers and distributors of consumer electronics, managing 13 brands across 19 social channels. Their digital operation is anchored by a Magento-based web store with a digital customer service team.
The Challenge
The company faced four critical issues limiting digital sales growth while managing over 1,000,000 customer conversations across 19 channels:
Channel Overload
Messages scattered across Facebook, Instagram, WhatsApp, and website chat forced agents to juggle platforms without unified customer history visibility.
High Missed Conversation Rates
Disconnected tools and manual processes caused thousands of potential sales conversations to be lost monthly.
Stressful Workforce Scheduling
Chaotic scheduling created unequal workload distribution among agents, leading to burnout, repeated overtime, and reduced morale and productivity.
Slow Response Times
Agents spent valuable minutes searching for order details and switching between screens, delaying responses and frustrating customers.
The Solution
ELARABY partnered with Tactful AI to unify customer interactions and accelerate the sales cycle using:
Unified Inbox
All 19 social channels consolidated into one workspace, eliminating tab-switching and providing instant customer context.
Smart Routing
The system detected language, intent, and brand for each inquiry, assigning conversations to suitable agents or queues. For example, product questions reached trained salespeople while warranty inquiries in Arabic went to Arabic-speaking specialists.
AI-Powered Sales Insights
Continuous conversation analysis detected missed sales opportunities, with flagged data sent to follow-up teams who recovered over 10% of otherwise lost leads.
SLA Workflows
Configurable workflows provided alerts when conversations approached first-response thresholds, triggering automatic escalation or re-routing to available agents.
The full implementation, including data mapping and staff training, was completed in four weeks with zero downtime.
Results & Impact
- 8 figures in incremental online sales within the first quarter
- 61% faster first-response time, improving CSAT and conversion rates
- 100% response rate
- +20% abandoned orders recovered
- Agents handle 35% more conversations without headcount expansion
"Working with Tactful, we built a comprehensive platform to manage and enhance customer experience across digital channels. Since launch, we've seen significant sales, customer satisfaction & operational efficiency improvements." — Manal Negmeldin, Head of Direct Channels at ELARABY Group
“Working with Tactful, we built a comprehensive platform to manage and enhance customer experience across digital channels. Since launch, we've seen significant sales, customer satisfaction & operational efficiency improvements.”