Top-5 global eCommerce brand
NexaChat handled 78% of Tier-1 queries; human agents focused on complex cases only.
What was getting in the way.
A top-5 global marketplace with 380 million active buyers was absorbing 14 million monthly support contacts. During peak events — 11.11, Black Friday, Prime competitor days — volumes spiked 4× in 48 hours, overwhelming every contingency plan.
Tier-1 handle time averaged 7.4 minutes; CSAT sat at 51. Agent attrition ran 38% annually — the recruiting desk couldn't keep pace with churn. Cost-to-serve was growing 22% year-on-year while margin pressure was intensifying across the business.
What we deployed.
Gennexa deployed NexaChat across web, app, and WhatsApp in 11 languages — trained on the client's full policy library, return rules, and 24 months of resolved tickets. The model resolved WISMO, refund status, coupon queries, and order cancellations fully autonomously, with no human handoff required.
For contacts that did escalate, agents received a pre-built context card: reason for contact, customer lifetime value, previous interaction sentiment, and a recommended resolution — cutting 2.4 minutes of wrap-up per contact.
A Gennexa BPO specialist pod handled Tier-2/3 edge cases — fraud disputes, high-value seller escalations — 24/7, freeing the client's internal team to focus on policy and regulatory work rather than volume management.
What we measured.
NexaChat contained 78% of Tier-1 contacts without agent intervention — versus only 12% with the previous chatbot. Average handle time for escalated contacts fell from 7.4 to 4.1 minutes.
CSAT improved from 51 to 82 — a 62% lift — over two consecutive quarters. Agent attrition fell from 38% to 21% as teams moved to more meaningful, complex work. Cost-per-contact dropped 44%. During the next 11.11 peak, the operation absorbed a 5× volume spike with no SLA breach and no emergency hiring.
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