Case Study: Gumtree reduces support costs and boosts self-service with Nickelled

Gumtree uses Nickelled to provide sensational 24-hour support whilst reducing contact rates

Gumtree, the UK’s largest free classified site, needed a better way to support millions of users without overwhelming its team with repetitive questions. Customers often needed help with basic tasks like posting ads, restoring ads, and stopping email alerts, and many were calling the most expensive support channel for simple issues.

Nickelled helped Gumtree create step-by-step visual guides and embed them across the support journey, including the help center, navigation, and templated live chat and email responses. With Nickelled, Gumtree achieved an 88% customer satisfaction score for guide users, a 10% higher satisfaction rate than other support channels, a 470% ROI, and now handles nearly one-third of support requests through self-service.

Gumtree

Luke Todd

Head of Customer Operations