Upstox raises the bar with Freshworks

Quick summary:

Upstox, a leading investment and brokerage platform in India, has marked a significant leap in customer satisfaction, surpassing the industry benchmark of 80%. Realizing the scope to enhance customer service and engagement by better tracking and resolving customer inquiries, they turned to Freshworks for a transformative solution. Freshworks provided Upstox with a unique combination of conversational support and efficient ticketing. Key features such as real-time dashboards, automation, and a user-centric portal have streamlined agent tasks and sped up responses. An intuitive help center and effective query handling further enhanced user experience by efficiently resolving customer queries within the expected turnaround time. Jeffrey Desouza, Business Leader of Customer Service at Upstox, praised the Freshworks support team for its substantial positive impact, noting improved agent productivity and overall customer delight.

CSAT	Efficiently resolving	Enhanced user experience
well above industry the standard.	customer queries within TAT.	with bot integration, self help articles and quicker responses.

In the modern financial world, the investing landscape has witnessed a profound shift, thanks to online investment platforms. With investors seeking efficiency, transparency, and convenience in their investing journey, success for tech-savvy brokerage firms depends on keeping their investors delighted and empowered.

Amidst a rapidly growing customer base, Upstox faced challenges in tracking and resolving customer queries. "The lack of fluidity and flexibility in our previous platform made it difficult to understand customer concerns," expresses Jeffrey Desouza, Business Leader of Customer Service. Upstox was in desperate need of a fresh solution.

With 80% as the industry benchmark for client satisfaction in the financial advisory sector, it is one of the most competitive industries amidst the ever- evolving economic landscape.

Source : ACSI

About Upstox:

Upstox is a prominent India- based investment and brokerage platform. It was the first in the industry to pioneer a completely paperless account opening process, making it the preferred choice for trading in the stock market, equity stocks, and commodities.

Overcoming roadblocks: In pursuit of customer-centric solutions

Upstox identified the potential to enhance visibility and transparency within their ticket management process, an aspect that their former platform fell short on. Their next step in business required reassigning queries to different stakeholders and conducting customer satisfaction (CSAT) surveys to effectively address customer challenges and deliver personalized and efficient customer support.

Jeffrey and his team sought a solution to empower customers with self-help tools, optimize agent productivity, utilize insights for informed decisions, and seamlessly manage tickets.

After assessing the available market offerings and benchmarking against their existing system, Freshworks' unique combination of conversational support and ticketing stood out as the optimal solution.

With robust features like real-time dashboards, canned responses, intelligent automation, seamless integration of an external bot, and a user-friendly self-service portal powered by Freshworks' products, Upstox began its transformative journey in pursuit of customer-centric solutions.

Delivering seamless support with Freshworks:

The integration between Freshworks and Upstox has not only streamlined agent workflows but also enabled quicker responses through the use of canned responses and smart automations for highly customized ticket assignments. Robust reporting and real-time dashboards also provide 360- degree visibility into support operations and help track advisors' productivity, ticket status, and backlogs.

By harnessing the knowledge base, Upstox has crafted an intuitive help center featuring self-help articles for internal advisors and external users. Jeffrey shares, "Our customers can now find solutions independently, reducing touchpoints and ensuring an uninterrupted trading experience. This greatly reduced the ticket volume and deflection to advisors."

Team Upstox also leverages Freshworks to help deflect queries by handling common questions and surfacing help articles for customer issues, which allows advisors to focus on complex issues.

Raising the bar on customer experience with Freshworks:

Upstox's shift from a traditional system to a tech-driven approach with Freshworks boosted faster response times, supercharged agent productivity, and increased customer delight. Jeffrey was all praise for the Freshworks Support team stating, "The fantastic service of the support team has made our experience with Freshworks an absolute pleasure!"