CSAT figure from the KPMG UK Customer Experience Excellence Report 2025/26 case study. The KPMG case study was written by an adviser to Tactful AI.
Quick Read Metrics
- 999,002 handled conversations
- 100% response rate
- 61% faster first response
- +20% abandoned orders recovered
- 19 social channels across 13 brands
Customer Background
Elaraby Group is one of the Middle East's largest retailers and distributors of consumer electronics. It manages 13 brands across 19 social channels. Its digital operation runs on a Magento web store with a digital customer service team.
The Challenge
The team handled over 1,000,000 customer conversations across 19 channels. Four problems held back digital sales growth.
Channel Overload
Messages arrived on Facebook, Instagram, WhatsApp and website chat. Agents juggled platforms and could not see one customer history.
High Missed Conversation Rates
Disconnected tools and manual work meant thousands of possible sales conversations were lost every month.
Stressful Workforce Scheduling
Uneven schedules spread the workload unfairly. Agents faced burnout, repeated overtime and lower morale.
Slow Response Times
Agents spent minutes searching for order details and switching screens. Responses were delayed and customers grew frustrated.
The Solution
Elaraby worked with Tactful AI to bring customer conversations together and shorten the sales cycle.
Unified Inbox
All 19 social channels now land in one workspace. Agents stop switching tabs and see the customer's context straight away.
Smart Routing
Tactful AI detects the language, intent and brand of each enquiry and assigns it to the right agent or queue. Product questions reach trained salespeople, and Arabic warranty questions go to Arabic-speaking specialists.
AI-Powered Sales Insights
Conversation analysis flags missed sales opportunities and sends them to follow-up teams. Those teams recovered over 10% of leads that would otherwise have been lost.
SLA Workflows
Configurable workflows alert the team when a conversation nears its first-response threshold. They then escalate it or re-route it to an available agent.
The full rollout across 13 brands took four weeks, including data mapping and staff training, with zero downtime.
Results & Impact
- 8 figures in incremental online sales within the first quarter
- 61% faster first response
- 100% response rate
- +20% abandoned orders recovered
- Agents handle 35% more conversations without extra headcount
Featured in the KPMG UK Customer Experience Excellence Report 2025/26
Elaraby's work with Tactful AI appears as a case study in the KPMG UK Customer Experience Excellence Report 2025/26. The case study reports first-contact resolution rising from 53% to 92%. It also reports CSAT rising from 22% to about 80%. The KPMG case study was written by an adviser to Tactful AI. Read the news.
For more on how Tactful AI works for online retailers, see ecommerce customer service.
"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.”