Customer services automation for an E-commerce company


- Manual process of sending mails to customer queries and sending updates related to orders.
- Customers were not getting timely updates on their order status.
- No structured framework to track the status of the cases raised by the customers.


- Created custom fields and a custom list view.
- Created and updated flows as per the client’s business requirements.
- Created new email templates and email alerts.


- Timely updates for customers which resulted in enhanced customer retention.
- Increased operational efficiency due to customer service automation.
- Auto response to emails with the email automation.

Our client is an online beauty and fragrance supplier, founded in 2010 based in New York. Dedicated to supplying only the highest quality of cosmetics and fragrances, they have gained a superior international reputation for providing exceptional products and customer service. This case study illustrates how automating their business process of providing customer services helped our client to enhance their operational efficiency and increase customer retention.

The client was looking for a technology partner to automate the process of giving services to their customers through Salesforce so that all of the customers get responses to their questions & updates on time. With the growing customer base, the client was finding it challenging to manually respond to their customers about queries related to their orders or any other thing.

With the help of Sales cloud and Service cloud, our experts customized various functionalities as per the client’s business requirements. We automated the overall process of providing customer services which in turn helped them to enhance operational efficiency and retain customers.

Key Industry

- E-commerce

Key Pains

- The client was following a manual process to send mails to customer queries and to give updates on the order status which was a very time consuming and inefficient process.

Product Mix

- Sales cloud and Service cloud

Challenges in reopening cases when new emails are received after they have been closed, leading to difficulties in tracking recent activity.


Lack of proactive notifications for cases that have not been active for a few days, which caused delays in addressing customer inquiries and concerns.

No automated responses to generic emails, such as those regarding order status, returns and payment status. The client used to send these emails manually which was getting difficult with their growing customers.


Customers were not receiving prompt and relevant responses to their inquiries raised through contact form on the website.

No cases were created in Salesforce whenever any customer raised inquiries through contact form on the website.


Customers were facing issues with following up on closed cases, as there was no notification system to alert them when a response had been received on a case.

  1. Created custom fields and a custom list view in Salesforce to establish a structured framework for tracking the status of cases raised by customers.
  2. Implemented and updated flows as per the client's business requirements to automate various customer service processes.
  3. Addressed the challenge of customers not receiving prompt and relevant responses by automating email responses, ensuring that inquiries raised through the contact form on the website were efficiently handled.
  4. Mapped the fields in the contact form with the relevant fields in the Salesforce and created functionality to send automated emails to the queries raised by customers through contact form.
  5. Worked on service cloud to create a chatbot and Einstein Bot to respond to the customer’s common questions. Trained the chatbot by creating the intend set and intend model.
  1. Timely and relevant updates: Customers now receive timely and relevant updates, including order status and responses to inquiries, which has resulted in enhanced customer retention. The automation of responses ensures that customers are kept informed.
  2. Operational efficiency: The implementation of customer service automation has significantly increased operational efficiency. Manual tasks such as sending emails related to order status, returns, and payment status have been automated, reducing the client's workload.