Ed Tech
India
Unacademy is India’s largest learning platform helping students ace their college entrance exams. With over 50 million daily users, 47,000 premier educators and learners spread across 5,000 cities, Unacademy conducts over 160,000+ live classes each month.
With learners spread all across India, it is imperative for Unacademy to deliver fast and accurate support on students' channels of choice. The company invested early on in chatbots as a way to deflect simple queries and provide students with fast answers 24/7. However, as the company grew, scaling became an issue. Unacademy turned to Freshworks to provide a modern support experience that would help them automate 80% of all queries with bots.
Unacademy worked with Freshworks to scale their support using chatbots to complement the team of 50 support agents. Rubina Atwal, Associate Director at Unacademy, shared their journey. First, they looked at high volume cases and common questions that were easy to solve. Using this information, the support team configured their chatbots and created conversational flows to resolve these simple queries, giving them a baseline deflection rate for their chatbots.
Once the support team realized how many queries could be solved without agent interaction, they moved all transactional L1 information over to their chatbots.
“If I knew how easy it would be to stand up chatbots and how much benefit we would be able to drive with them, I would have started sooner,” shared Rubina about her chatbot journey.
Now, any time a learner reaches out about a specific class or any transactional issue, the bots deflect those questions from live agents, freeing agents to focus on higher value activities. This also allows Unacademy to scale with technology as opposed to more agents.
“One of the things I love about Freshworks is that it’s very easy to learn even for non-technical people like me,” according to Rubina.
Unacademy constantly trains, optimizes, and launches new chatbots – sometimes they have as many as 3 launches per week. This ongoing work is needed to maximize the bot's relevance and self-service potential and also allows for constant innovation.
With other providers, additional engineering resources would be required to optimize bots. Whereas with Freshworks, Unacademy has been able to create and manage their bots with only limited developer resources, ensuring high levels of agility and lower operational costs.
Additionally, Unacademy has found Freshworks API integrations to be incredibly beneficial. Since each student has so much data and is enrolled in multiple classes, Unacademy is able to utilize API integrations to give their chatbots customer context. Now, instead of merely directing students to an FAQ article to solve their problem, Unacademy chatbots can surface the right information to answer questions and deliver an excellent conversational experience. Presently, L1 Unacademy agents are doing the job of L2 agents, since chatbots take care of all L1 queries.
Unacademy also appreciates the ability to employ multimedia responses (emoticons, GIFs, micro images, etc.) to help their students who don’t speak English as their first language to get the answers they need. These types of responses have been so successful with their students that they have helped Unacademy improve both their resolution time and CSAT rating.
In the future, Unacademy plans to launch bots in additional languages and explore more NLP (natural language processing) to help their students get to the information they need even faster. Currently, their bot is available in English, but they want to introduce another 4-5 key Indian languages. They also want to continue expanding their services and aim to resolve 80% of queries with chatbots alone.
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