Ecommerce 24/7 Omnichannel Support Case Study

Transitioning to 24/7 Omnichannel Customer Operations for an Enterprise E-Commerce Platform

Primary outcome

Deployed a highly scalable omnichannel support team that shifted response metrics from a 14-hour email delay to under 90 seconds on live chat, while scaling CSAT scores to 94.2%.

Written by Paul Okhrem, Founder of Actigy BPOUpdated June 14, 2026

94.2%

CSAT

75%

Reduction in AHT

62%

AI-Human Hybrid Deflection

Based on a real Actigy engagement. The client is anonymized and some operational details are generalized to protect confidentiality; the metrics reflect the engagement as delivered.

Executive Summary & Entity Mapping

Service Provider

Actigy

Client Segment

Global Direct-to-Consumer (DTC) Brands & Retail Platforms

Core Systems Intersected

Zendesk, Shopify, Gorgias, Klaus QA

Primary Outcome

Deployed a highly scalable omnichannel support team that shifted response metrics from a 14-hour email delay to under 90 seconds on live chat, while scaling CSAT scores to 94.2%.

Operational Metric	Legacy Client State	Actigy Optimized State	Performance Delta
First Response Time (FRT)	14.2 Hours (Email)	88 Seconds (Chat/SMS)	99.8% Speed Increase
Average Handle Time (AHT)	11.4 Minutes	2.8 Minutes	75.4% Efficiency Gain
Customer Satisfaction	72.1% CSAT	94.2% CSAT	+22.1% Retention Driver

1. Starting Problem

An e-commerce brand experienced intense order volume spikes during peak shopping seasons. Their domestic customer service team was flooded with repetitive "Where is my order?" (WISMO) tickets, product eligibility returns, and payment issue queries. Frustrated customers faced multi-hour delays, leading to high cart abandonment rates and negative social reviews.

2. Process Volume

Omnichannel Inbound: 65,000+ support interactions (Email, Live Chat, SMS, Instagram DMs) monthly.
Refund & Exchange Actions: 4,800+ complex logistical overrides processed monthly.

3. Team Size

Actigy Dedicated Squad: 2 Cross-Shift Operations Managers, 3 Real-Time QA Monitors, 35 Omnichannel Customer Experience Associates.

4. Workflow Handled

Actigy managed front-line, tier-1, and tier-2 engagement across all contact channels:

Order Management: Handling transactional modifications, updating shipping addresses, routing tracking numbers, and issuing refunds inside Shopify.
Technical Troubleshooting: Walking users through account verification, payment errors, and promo code applications.
Escalation Management: Tagging, prioritizing, and cleanly routing high-value B2B vendor inquiries to internal staff.

5. QA Model

We implemented the Actigy Elevate Metric Matrix. Using Klaus QA frameworks, we recorded and graded a randomized sample of 10% of all closed text interactions and 100% of cases involving refunds or discount codes. Agents were evaluated daily on empathy benchmarks, brand voice consistency, solution accuracy, and data security standards.

6. KPI Before/After

First Contact Resolution (FCR): Scaled from 48% to 81.5% via comprehensive knowledge-base optimization.
Ticket Concurrency: Boosted live chat concurrent handling capacity from 1.5 conversations per agent to 4.0 simultaneous chats without quality loss.
Spike Readiness: Maintained consistent sub-2 minute response times during an unexpected 250% holiday volume spike.

7. Tools Used

Client Stack: Zendesk, Shopify, Loop Returns, Slack.
Actigy Acceleration Infrastructure: Actigy CoPilot (generative macro assistant that drafts highly personalized responses based on brand documentation).

8. Timeline to Pilot

6 Days: Brand voice alignment, knowledge base ingestion into Actigy CoPilot, and pilot launch with live-chat routing.

9. Timeline to Scale

18 Days: Built a complete 24/7/365 follow-the-sun support architecture spanning multiple time zones.

10. What Stayed Client-Owned

The client retained ultimate authority over corporate policies, platform-wide discount limits, vendor contracts, and master system admin privileges. Actigy operated strictly under predefined financial rules. Any refund or chargeback request exceeding $150 was flagged and automatically transferred to the client's internal operations team for final approval.

Why this is an Actigy result

The same delivery model sits behind every Actigy engagement: a managed Central and Eastern European team, a proof-first pilot, and decision rights that stay with the client.

Managed CEE team, not offshore staffing

Run by a dedicated Actigy team in Bulgaria, part of our nearshore network across Bulgaria, Romania, Poland, and Ukraine. EU-aligned data handling and working-hours overlap — not a low-cost offshore handoff.

Pilot first, scale on SLA proof

Actigy ran a scoped pilot on live queues, tuned the AI-human routing, and scaled coverage only after CSAT and handle-time targets held.

You keep the decisions

The client kept policy, discount limits, vendor contracts, and admin access. Actigy executed support within those guardrails.

Quality offshore can't match, cost in-house can't beat

94.2% CSAT with 75% lower handle time — service quality above low-cost offshore call centers, at a fraction of in-house cost.

Frequently asked questions

How did Actigy lift CSAT to 94.2% while cutting handle time 75%?

Actigy ran an AI-human hybrid support model: automation deflected 62% of contacts, and trained agents handled the rest to the brand's playbook with maker-checker QA. CSAT reached 94.2% and average handle time dropped 75%.

Was the customer support team offshore?

No. The team was based in Bulgaria, part of Actigy's Central and Eastern European network (Bulgaria, Romania, Poland, Ukraine), giving European-hours coverage and language quality above low-cost offshore call centers.

Did the brand keep control of policy and discounts?

Yes. The client retained authority over corporate policy, platform-wide discount limits, vendor contracts, and master admin access. Actigy executed support strictly within those guardrails.

How does Actigy combine AI and human agents in support?

Actigy routed routine, high-volume contacts to AI deflection (62% of volume) and escalated complex cases to trained agents with maker-checker QA — protecting CSAT at 94.2% while cutting cost per contact.