How Exotel helped Fantasy Akhada sell its biggest differentiator and increase CSAT score by 50%.

Fantasy Gaming: A 24×7 Match to Win CSAT at Scale

We all know someone who doesn’t bat an eye sacrificing their sleep to watch a late-night or early morning sports match. Fantasy Akhada’s customer base is filled with such sport enthusiasts who interact with the app any time of the day, depending on the match schedules.

For instance, many matches of Women’s World Cup 2022 were scheduled at 3.30 am IST. One would think that the time difference would deter the participation. On the contrary, the Fantasy Akhada team experienced a huge inflow of users at 3.30 am.

Akshay Purohit, Program Manager at Fantasy Akhada mentions that their weekend is crazier than their weekdays.

Picking the Right Teammate: Exotel

The Fantasy Akhada team knew quite early in their journey that 24*7 customer service was the missing piece to the puzzle that could help them stand out.

They approached Exotel in search of a reliable cloud contact centre solution. Reviewing everything from support to functionality and end-user experience. Their search came to an end when Exotel backed their biggest differentiator – round-the-clock customer service – with 99.94% uptime.

Problem #1

Provide a 24*7 Customer Support

Solution

Cloud Contact Centre Solution

The Fantasy Akhada team used our cloud-based contact centre solution to start their customer service with minimal dependency on any hardware or external setups. Here’s how it helped.

• Published a centralised virtual number on app and website
• Eliminated the need for manual call forwarding, ensuring calls are always directed to the available agents.
• Offered a smooth and professional calling experience with its IVR system.
• Supported a variety of vernacular languages, making it easier for customers from all over India to communicate.
• Created a tone of voice that is persuasive and inspires trust in potential customers.

Results

50% increase in CSAT score

Problem #2

Reduce the number of repeated customer calls

Solution

Exotel’s call tracking dashboard helped Fantasy Akhada team reduce many repeated calls. 

How?

By keeping tabs on the number and type of calls received every day. This data gave a lot of insights about their customer support, such as, 

• Number of missed calls
• Repeated queries from the same user
• Common queries
• Access to call recordings
• Quality of assistance provided
• Time taken to assist a customer

Acting upon this data helped Fantasy Akhada team reduce a lot of repeated calls. For instance, they noticed repeated calls for withdrawals and incomplete transactions just after the game. To minimise the issue, they introduced in-app withdrawal assistance and gave them a link to the telegram group, where payment-related updates were constantly posted.

Result

80-85% reduction in number of repeated calls

75% increase in customer service efficiency

Problem #3

Scaling operations without burdening agents with calls

Solution

On-demand scaling and intelligent call routing

Exotel partnered with Fantasy Akhada when they had a 2-lakh customer base. Today, even with a 25-lakh customer base, they are able to operate as smoothly as they did when they started out.

What helped?

• On-demand scaling – Scale customer support easily and quickly – in the peak season or anytime you need it.
• Call routing – Route calls intelligently so no team is overloaded with calls.
• Tracking & monitoring – Understand customers and their needs better with tracking and monitoring. Proactively solve issues at the backend or in-app itself to minimise support calls.

Result

50% increase in employee satisfaction.

88% call pickups, even with 10x growth in the last 2 years