Case Study: Supara Group scales support and reduces email queries with Freshworks Freshdesk Omnichannel

How Supara Group handled an exponential increase in email queries with Freshdesk Omnichannel

Supara Group, a Thailand-based retail fashion company known for brands like GQ and Giffini, faced a major support challenge as customers rapidly shifted online during the pandemic. Its existing email-only support channel was overwhelmed by thousands of incoming queries each day, making it difficult to filter, track, and respond to customer, vendor, and partnership requests efficiently. Freshworks’ Freshdesk Omnichannel was brought in to help manage the surge.

Freshworks implemented Freshdesk Omnichannel with categorized web forms, tagging, live chat, a custom bot, and Freshcaller for US phone support, while also integrating Line, WooCommerce, and Shopify to unify customer data. The results included a reduction in email volume from several thousand to 320 emails per day, manageable ticketing at 846 tickets per day, an average resolution time of under 5 hours, and a call handling time of 96.72 seconds. Supara Group also converted 2,000 sales per month through the chat widget alone.

Supara Group