How Dream11 Scaled Customer Support by 30x During IPL 2018

Overview

Dream11 is India’s biggest sports game with 40+ million users playing fantasy cricket, football, kabaddi and NBA. Dream11 faced a 10X spike in inbound support queries during the 2018 Indian Premier League (IPL) season. They wanted to scale their support to handle this spike, without incurring a significant rise in cost. Haptik built a chatbot for Dream11 which helped it handle a 30X increase in query volume. The bot also answers FAQs about the game such as rules, account troubleshooting, etc. And finally, seamlessly auto-route complex queries to their customer support team.

Challenge at Hand

The Indian Premier League (IPL) is the biggest sporting event of the year in India, with a viewership of over 500 million. As one of the biggest sports leagues in the world, IPL creates a significant surge in inbound support queries, causing a 10-fold increase in queries for Dream11, which boasts over 40 million users. To effectively manage this massive influx of support queries, Dream11 required infrastructure scalability while keeping costs to a minimum. The primary challenges were to:

• Provide support for low-touch, basic queries without causing delays in the query resolution process.

• Provide round-the-clock resolution for information requests.

• Explore cost-effective alternatives for addressing queries.

How Haptik Offered a Solution

Dream11 and Haptik joined forces to develop a chatbot that would enhance customer experience by providing swift responses to customer queries. The chatbot was launched on Dream11's website, as well as on Android and iOS platforms. Following its launch, Dream11's chatbot proved highly effective in managing a 30-fold increase in query volume. The key objectives of the chatbot were to: 

• Offer prompt resolutions to common customer queries, such as issues related to account troubleshooting, rules, and other frequently occurring concerns.

• Address incoming support queries in their entirety, while ensuring scalability of the resolution process.

• Efficiently route complex queries to the appropriate customer support team in a seamless manner.

Results

In order to achieve its goal of reducing call center volume and providing customers with a more efficient query resolution process, Dream11 partnered with Haptik. The solution developed was a chatbot that specializes in addressing low-touch and straightforward queries, with the aim of increasing the rate of query resolution. Through the implementation of this new initiative, Dream11 was able to provide customers with 24/7 support and prompt responses to inquiries, extending beyond regular business hours and ultimately leading to an enhanced level of customer satisfaction.