Moj for Creators is a training program by Indian video sharing service Moj. It equips selected video creators with the tools and skills to become Moj influencers through technical and creative courses, coaching and mentorship. The brand also runs trend workshops and advanced courses for established creators.
As a fast-growing brand, Moj for Creators needed to enable reliable communication with creators as quickly as possible. Its chosen platform had to work at scale and support multiple teams as well as reach a massive, multilingual audience spread across India.
In addition to supporting 1:1 conversations in several local languages, it wanted to segment groups of audiences and send tailored broadcasts. It also needed to supervise its outsourced agents remotely. In the long term, the brand planned to automate most of its processes for greater efficiency and reduced dependency on human agents.
The respond.io Solution
Moj for Creators surveyed several solution providers in the market. It chose respond.io as its setup was relatively straightforward and agents could quickly start talking to creators.
WhatsApp API was Connected to a Central Inbox
As the most popular messaging app in India, WhatsApp was the natural choice for a communication channel.
Moj for Creators connected WhatsApp API with respond.io’s inbox so multiple teams of agents could initiate and reply to conversations. This includes 15 teams providing support to 200,000 creators in 15 languages — all from a single WhatsApp number.
Routine Tasks across Operations were Automated
While features like canned responses increase conversation efficiency, the sheer volume of daily conversations was hard to handle manually. Moj for Creators used respond.io’s Workflows automation builder to automate several processes and phases in the creators’ journey.
This includes an entirely automated onboarding process, chat routing by language and program stage, round-robin assignment to an available agent and support escalation. Through HTTP requests, the brand is able to integrate Google Sheets for data recording when necessary.
Creators were Segmented for Promotional Messaging and Notifications
Moj for Creators categorizes creators by language, content genre, location and stage in the program, among others. This allows it to segment creators for broadcasts to promote events such as genre-specific workshops or send bulk updates for certain courses.
The brand also regularly runs trend challenges and uses Variables and HTTP Requests to notify the winners.
Agents could be Supervised Remotely and Assigned KPIs
As it outsources its support, Moj for Creators needs visibility over agents’ conversations with creators and their outcomes. Respond.io enabled managers to supervise ongoing conversations, step in to guide agents if they need help and track metrics such as first response times and resolution times through the analytics component.
The brand now sets key performance indicators (KPIs) to reduce resolution times further and improve support quality.
“Respond.io quickly improved our performance and we still have yet to realize the full potential of the platform. At the speed we’re going, this is sure to happen. Workflows was a revolution for us. Ultimately, we want to reduce our dependency on agents and automate most communication, unless it’s sensitive or urgent. We believe respond.io will let us do this swiftly and at scale.” — Romel Raj Krishna, Associate Manager for Moj for Creators
As Moj for Creators works with emerging and successful talents alike, it needs to be able to support the entire creator lifecycle and build long-term relationships with its creators over instant messaging.
Moj for Creators sends over 20,000 targeted broadcasts per day to keep creators updated about its program and events. By tweaking its strategies with respond.io’s tools, Moj for Creators has reduced support resolution time from 38 hours to under 2 hours — an impressive 94% improvement.
Respond.io empowers it to design the exact creator experience it wants with a customizable mix of automation, analytics and human input. The brand has successfully automated 40% of its processes using Workflows for quicker task execution. However, it maintains human agent access for a more personal experience in complex support cases.
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