Case Study: Fabelio (Indonesian furniture e‑retailer) achieves higher first‑time delivery rates and reduced manual errors with Exotel

How Fabelio improved their first-time delivery rates and reduced manual errors with a simple automated IVR call

Fabelio, a design-centric e-commerce furniture retailer in Indonesia, struggled with scheduling deliveries for heavy, high-cost items — manually calling roughly 200 customers a day to confirm availability led to tedious work and frequent errors. To address this, Fabelio partnered with Exotel to deploy automated calls (an automated IVR call) to confirm customer availability before delivery.

Exotel implemented automated IVR call blasts the evening before delivery, capturing customer responses and delivery preferences via keypad input, retrying unanswered calls three times at 30-minute intervals and sending SMS fallbacks; responses are logged in real time to a Google Sheet. With Exotel’s solution, Fabelio eliminated much of the manual calling, reduced errors and missed deliveries, improved first‑time delivery rates, and scaled the process without adding headcount.

Fabelio

Shirish Subramanian

Head- Sourcing & Operations