Customer story
Nihao Jewelry
The wholesale fashion jewelry company replaced 20 separate WhatsApp accounts and a tangle of vendors with one unified Bird platform — improving customer response time by 50% and NPS by 33%.
Sector
Wholesale e-commerce
Channels
Headline
50% faster customer response
The challenge
Breaking down digital borders to reach customers.
NihaoJewelry is an online wholesale fashion jewelry company based in Hangzhou, China. Established in 2013, it delivers millions of high-quality Chinese goods to clients across more than 200 countries and regions, maintaining an inventory of over 200,000 trendy products sourced from its own factories and 1,000+ others.
As NihaoJewelry set out to reach its customers more effectively, Jane Xu, the Business Operation Manager, outlined three main concerns that led the company to seek a new solution.
- High vendor costs. Managing multiple vendors for different messaging channels — WhatsApp Business API, SMS, and email — drove up cost and complexity.
- Low engagement.Customer engagement rates were low; most global customers don't use email, and the sales team struggled to reach them from Chinese phone numbers.
- Disconnected data.Meaningful data from customer conversations wasn't syncing efficiently across systems.
To improve communication, NihaoJewelry had registered 20 separate WhatsApp business accounts and allocated them to individual sales reps — but managing them proved unwieldy. Local Chinese omnichannel vendors either lacked the range of channels the company needed or didn't provide the necessary automation features.
“We were keen to use more chat apps and social media to contact our customers, but we were exhausted from managing all the channels from different vendors.”
Jane Xu, Business Operation Manager, NihaoJewelry
The solution
From 20 WhatsApp accounts to one unified platform.
After careful consideration, NihaoJewelry chose Bird CRM to address its communication challenges. Jane cited several key reasons for the decision.
- User-friendly interface. Team members can create message templates with Bird without relying on engineers to write code for every campaign.
- Unified, omnichannel platform. Instead of paying for Live Chat, email, and WhatsApp from different vendors, NihaoJewelry manages all of its channels with Bird.
- Automation capabilities. The team uses Flow to send notifications and automatically allocate inbound requests to the specific sales associate responsible for the customer.
- WhatsApp Business API integration. Instead of managing 20-plus WhatsApp Business accounts in parallel, NihaoJewelry uses the WhatsApp Business API through Bird.
The implementation, while complex due to the need to sync data from NihaoJewelry's homegrown CRM/CDP, was relatively smooth thanks to the Bird team's problem-solving skills.
How it works
Ticket allocation, multi-channel inbox, and automated journeys.
Bird supports NihaoJewelry across three core use cases that connect its channels and customer data.
- Customer ticket allocation.Inbound tickets are routed to sales agents by syncing customer identifiers via API — matching incoming data such as email addresses, phone numbers, or customer IDs to existing records, then routing inquiries to the right rep based on factors like purchase history, language preference, or product specialization. Bird sends key conversation data back to NihaoJewelry's CDP for a comprehensive customer profile.
- Multi-channel communication.Requests arrive via Bird's Chat Widget, WhatsApp Business API, Email, and Facebook Messenger, and all are consolidated in Bird's unified Inbox — letting the team manage every interaction from a single interface with context on each customer's history and preferences.
- Automated customer journeys.NihaoJewelry uses Bird's automation to send tailored outbound messages — abandoned cart reminders, order status updates, personalized recommendations, and post-purchase follow-ups — targeting its diverse global customer base.
The results
Faster responses, happier customers, and an empowered sales team.
Implementing Bird CRM led to significant improvements in NihaoJewelry's customer engagement and operational efficiency — improving customer response time by 50% and NPS by 33%. Beyond the metrics, the team gained efficiency from Bird's Flows, customers enjoy a more seamless chat experience across every channel, and the sales team can focus on business skills and product knowledge instead of juggling WhatsApp accounts.
50%
Faster customer response time after consolidating channels and support on Bird.
33%
Increase in NPS following the move to Bird's unified platform.
20+
WhatsApp Business accounts replaced by a single WhatsApp Business API integration.
“Thanks to Bird's professional service, we were able to implement our solution rapidly. By doing this, we improved customer response time by 50% and NPS by 33%.”
Jane Xu, Business Operation Manager, NihaoJewelry
Looking ahead, NihaoJewelry plans to expand its use of the platform. "We will try to install more channels if Bird is ready," Xu shared, describing Bird's service to date as responsive and professional.
Carry-forward reference from bird.com. Metrics and named quotes reported by NihaoJewelry.
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