Challenges:

One of India’s fastest-growing digital lifestyle brands has built a loyal user base with a strong product-market fit and exceptional mobile user experience. But as order volumes surged and customer expectations shifted toward real-time, low-effort support, their fragmented support stack couldn’t keep up: 

  • Multiple support tools across web, app, and social channels 
  • Disconnected agent workflows and low visibility into customer intent
  • Long resolution cycles, especially for repeat or cross-channel interactions 
  • High first-contact drop-off due to poor self-service capabilities 

    With Net Promoter Score (NPS) declining and agent productivity slipping, the leadership team recognized the need to reimagine the customer service backbone, without disrupting their homegrown tech stack. 

Solutions:

Partnering with inMorphis, they adopted ServiceNow CSM Pro to build a unified, intelligent customer experience (CX) layer. They integrated it into their core digital systems using APIs, without replacing their in-house-built components. The implementation focused on the following key pillars: 

  1. One Customer Experience: Introduced a centralized digital support portal embedded within their app and web experiences. Powered by GenAI, this portal offered contextual, real-time responses through virtual agents and personalized service journeys.
  2. One Connected Workflow: Unified case creation, triage, and routing workflows across chat, email, voice, and social. This connected system auto-classified tickets and provided agents with a 360-degree view of past interactions and customer journey context. 
  3. AI-Driven One Service Model: Deployed Now Assist to auto-summarize cases, recommend resolutions, and predict escalations—reducing average handling time (AHT) and minimizing customer effort. GenAI also suggested next best actions and responses to agents in real time. 
  4. Agent Workspace Enablement: Equipped agents with a consolidated workspace offering a 360° customer view, real-time productivity metrics, and relevant knowledge base articles—boosting confidence and reducing resolution time. 
  5. Customer Behavioral Insights: Leveraged platform analytics to generate real-time behavioral data, enabling targeted marketing campaigns and CX personalization, giving the brand a competitive edge in outreach and retention. 

Benefits:

  1. 35% reduction in mean time to resolution (MTTR) through AI-driven triaging and automation
  2. 2.8x increase in self-service deflection rate via integrated GenAI assistants 
  3. 25% boost in NPS due to consistent omnichannel experience and faster resolutions 
  4. 40% improvement in agent productivity with AI-augmented workflows 
  5. Real-time CX insights accessible across teams to fine-tune support strategies on the fly 

Customer

A leading clothing and fashion accessories brand

Industry

E-commerce & Lifestyle Retail

Location

India

Employees

5,000+

Platform

ServiceNow CSM Pro