Case Study: Decathlon Sports India achieves 82% customer satisfaction with Freshdesk

Freshdesk helps Decathlon achieve 82% customer satisfaction rating

Decathlon, the world’s largest sports goods retailer with 53+ stores in India, faced growing pains in customer support as it scaled: the team relied on email, which led to missed tickets, poor follow-up, no way to measure agent productivity or collect consistent customer feedback, and difficulty linking performance to incentives. With expansion underway, Decathlon needed a structured, user-centric CRM to improve response times and customer happiness.

Decathlon implemented Freshdesk to unify email, phone, chat and social channels, add reporting, notes and CSAT surveys, and capture in-store feedback via touchscreen pilots. As a result, customer satisfaction rose to 82% (from 50%/previously unmeasured), first call response time fell from 87 to 61 minutes, resolution SLA improved from 79% to 92%, and monthly ticket volume grew from 326 to 5,647 while keeping SLAs above 90%—support is now handled by a 45‑rep team.

Decathlon Sports India

Vijoy Nair

User Happiness Lead