Retail & Ecommerce
Omnichannel
Digital Sales
Social Media Moderation
How ELARABY Group Turned 1 Million+ Conversations into 8 Figures in Digital Sales
Handled conversations
- 100%
Response rate
- 61%
Faster response time
- +10%
Lost sales 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. A Magento-based web store anchors their digital operation, supported by a digital customer service team.
The Challenge
Digital-sales growth was hitting a ceiling. Managing over 1,000,000 customer conversations across 19 channels was straining ELARABY’s customer support team. Managing 13 brands, the company faced several critical issues that were holding back its digital sales growth:
Channel Overload: Messages were scattered across Facebook, Instagram, WhatsApp, and website chat, forcing agents to juggle multiple platforms without a unified view of customer history.
High Missed Conversation Rates: With disconnected tools and manual processes, thousands of potential sales conversations slipped through the cracks every month.
Stressful Workforce Scheduling: The workforce schedule was chaotic and stressful, with some agents handling significantly more inquiries than others. This led to unfair work distribution, frequent burnout, and repetitive overtime, which reduced morale and productivity.
Slow Response Times: Without smart automation, 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 every customer interaction and accelerate the sales cycle. By rolling every social chat thread into a single unified inbox. With all 19 social channels flowing into one workspace, agents no longer bounced between tabs; every customer history, message and file lived in one place, giving the team instant context and cutting “screen-switch” time to zero.
Next, Tactful’s smart routing detected the language, intent, and brand behind each inquiry and then assigned it to the most suitable agent or queue. For example, a customer asking about a Tornado blender on Facebook reached a salesperson trained on that product line, while a warranty question in Arabic went directly to an Arabic-speaking support specialist. Manual triage disappeared, and high-value conversations were handled without delay.
Additionally, Tactful implemented AI-powered actionable sales insights that continuously analysed conversations to detect missed sales opportunities. This data was automatically flagged and sent to follow-up teams, who managed to recover over 10% of these otherwise lost leads, directly impacting the bottom line.
Configurable SLA workflows provided an additional safety net. If a conversation idled close to the first-response threshold, Tactful triggered an alert and automatically escalated or re-routed the inquiry to the next available agent.
These guardrails kept response times low even during campaign spikes and holiday peaks. The full implementation, including data mapping and staff training, finished in just four weeks with zero downtime for the live Magento store.
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. Tactful AI team and technology exceeded our expectations on all fronts.
Manal Negmeldin
Head of Direct Channels at ELARABY Group
Results & Impact
- 8 figures in incremental online sales within the first quarter.
- 61% faster first-response time, up lifting CSAT and conversion rates.
- 100% response rate.
- +10% lost sales recovered.
- Agents now handle 35% more conversations without head-count expansion.
Ready to Replicate These Results?
Book a personalised demo to see how Tactful AI can unify your conversations and unlock new digital revenue—no matter how many channels you manage.
