Urbanic

Urbanic is an eCommerce women's fashion company founded in January 2019 that serves large markets in India, Mexico, and Brazil. Women's clothing is a competitive market, and it was especially important to Urbanic to differentiate themselves with superior customer service — they were growing fast and wanted to provide a top-notch experience. But they sell solely from a mobile app and were struggling to connect their own system with third-party channels.

All of this made it difficult to provide the seamless online shopping experience they were striving to offer — so Krishna Gautam, Head of Customer Experience, and Ashutosh Sharma, General Manager, began looking for an omnichannel solution that was easy to use and gave them more ownership over their channels.

Urbanic's ultimate goal was to integrate multiple channels under one umbrella. After evaluating several solutions, they chose Bird for its user-friendly interface and the ability to see every channel in a single console. They implemented a phased approach and started with the most popular channel: WhatsApp.

Urbanic was actively searching for a way to improve purchase confirmations and real-time shipping notifications. With Bird's WhatsApp API, they quickly and easily implemented automated alerts that simplified their entire ordering process. They also used WhatsApp to run an NPS survey triggered after a new purchase — something their technical team never had the bandwidth to build before — saving thousands on internal resources and system costs. Average customer response rate had been hovering around 40% before optimizing the experience; the new WhatsApp flows let them hold true two-way conversations while ensuring notifications are actually received.

“With Bird, we can now set up WhatsApp communication flows in hours instead of days.”

Krishna Gautam, Head of Customer Experience, Urbanic

“What we love most about Bird is how easy it is to build a conversation flow. We had major issues with other players whenever we had to create any specific flow — even a simple one — that needed to be integrated with our systems.”

Ashutosh Sharma, General Manager, Urbanic

Urbanic now sees a delivery rate of 98–99% for all of their real-time order notifications — and with better delivery comes better engagement. Thanks to WhatsApp, they now see a 70% response rate from customers, representing a 30% increase in positive customer engagement. In turn, these improvements have reduced Urbanic's inbound customer inquiries by 30%, particularly around shipping questions. They have also achieved an 8% response rate on their WhatsApp NPS surveys, up from the 3% they were used to seeing on CSAT surveys via email.

“Our ability to proactively communicate important order and delivery information to customers has allowed us to reduce customer support tickets by 30%. Now, our customers are happier, and our support agents have more capacity. This wouldn't have been possible without Bird.”

Krishna Gautam, Head of Customer Experience, Urbanic

Overall, Urbanic has gained the ability to see conversations from all of their different channels within a single console. Thanks to these WhatsApp results, they are now optimizing their chatbot, SMS, and email channels.