How Bitkub built trust through seamless digital transformation with Genesys

Thailand’s internet economy is poised to hit US$56 billion in value by 2025, driven by the exponential rise of digital currencies. 2021 has been known to be a golden year for cryptocurrencies, with Bitcoin (BTC) being the highest-grossing cryptocurrency on the market. Within the space - Bitkub - a new generation digital asset and cryptocurrency exchange holds the majority share (92%) of the Thai market with 1 million users.

 

Founded in 2018, Bitkub aims to bridge the gap between blockchain and cryptocurrency services for “non-tech users” by being the most trusted and easy-to-use cryptocurrency exchange in Thailand. Leveraging digital and cloud solutions from Genesys, Bitkub was able to digitally transform and scale its business without compromising on customer experience (CX). The following case study illustrates how Bitkub proved to be a game changer and achieved phenomenal success.

 

Challenge:

 

• Growth and Scalability –Starting as a small business, Bitkub plans to expand its customer base to 7Million users by the end of 2022 and grow beyond its home country.  The organisation started by using local software providers to manage and design their IT infrastructure, however, their rapid growth meant they needed cutting-edge technology that could accommodate large volume spikes as well as remote working for agents. The current infrastructure was simply not robust enough to scale up.

 

• Customer Experience (CX) – Their rapid growth also meant that Bitkub was struggling to provide stable and scalable call centre support. Managing multiple customer touchpoints – telephone, email, chat, social media – was proving to be a major pain point. With customer service being a critical component of the business, the software solution had to ensure easy collection of customer feedback and insights that could help Bitkub to improve its services.

 

• Employee Experience (EX) – The pandemic made remote working mainstream which meant that employees had to be supported at home without facing any technical issues. Supervisors also required a system that could easily monitor employee workflows in real-time to assist with resource allocation and meet other demands of the business.

 

Solution:

 

Bitkub required a customer experience solution that delivered innovation, expansion and growth while being able to consistently meet customer evolving needs. Genesys®, a leader in cloud customer experience orchestration – rose to the challenge to deliver exactly that and more.

 

• System integration – Genesys Cloud CXTM platform’s open API architecture enabled easy integration with Bitkub’s customer relationship management (CRM) system, resulting in a shorter migration time. Adopting Genesys Cloud CX meant that Bitkub agents could transact from a single touchpoint, eliminating the need to go back and forth between CRM and telephony applications during their working hours.

 

• Hybrid/Remote working – As a true cloud-based customer engagement solution, Genesys Cloud CX enables remote working from anywhere, as long as there is a stable internet connection. Bitkub could successfully implement reliable remote working capabilities without any technical issues. From a Bitkub agent perspective, the stability of the connection and software ensured they could focus on daily tasks while allowing supervisors to monitor agent performance in real-time.

 

• Monitoring – Being a data-driven company, Bitkub encourages the team to make decisions leveraging data and insights, and this is yet another area where Genesys stepped in with its performance dashboard and reporting capabilities. The solution helped Bitkub not only monitor data transparently but also draw up customisable reports which provided valuable insights into the company and employee performance, leading to continuous operational improvements. The 24/7 support and quick response time from Genesys elevated service standards.

 

Results:

 

Genesys Cloud CX helped Bitkub manage its resources better than ever with the real-time monitoring capabilities which resulted in better customer experience and service quality. Key results include:

 

• 8% increase in employee productivity (Compared between the First half and Second half of 2021)
• 7% decrease in call abandonment (Compared between the First half and Second half of 2021)
• Other results include significant improvement in customer satisfaction ratings and building efficiencies using automated systems such as Auto-Answer that help reduce time-consuming processes

 

“A well-functioning contact centre is critical for us to maintain our position as one of the most preferred and reliable crypto platforms in the region. By partnering with Genesys, we were able to operate, grow and scale with efficiency. The Genesys Cloud platform enabled our agents to work remotely while seamlessly engaging with our customers on a platform of their choice, effectively and empathetically,’’ said Chantika Chomchome, Deputy CEO and Chief People Officer of Bitkub Exchange.

 

“In the Experience Economy, cloud and digital solutions take centre stage to deliver innovative and differentiated experiences for digitally-savvy customers. Being part of Bitkub’s phenomenal growth and a catalyst in their transformation journey to be a leading player in the crypto space, has been a hugely rewarding experience for us at Genesys,” said Stephen Hamill, MD & Vice President, ASEAN & South Asia, Genesys.