Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE.
During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop.
B&T: Why did Booktopia first decide to partner with Freshworks?
AH: We were undertaking a major update and rebuild of our in-house customer order management system, which was also the tool we used to manage customer enquiries. At the time Booktopia only handled customer enquiries through our website and by phone, and the existing tool only had limited functionality.
We took this as an opportunity to look at best practice and take on a SaaS provider that had all the features we needed at the time, and could also handle where we wanted to go with service in the future – to allow us to grow, both in scale but also in the range of channels offered. They were able to show us a track record of continuing to develop and improve their product, and that quality was very attractive to us.
The Freshdesk core platform met all our requirements cost-effectively, and they committed from the start to work closely with us to reach our objectives. We’ve since expanded the channels we offer our customers and these are all handled through the Freshworks platform including phone service, live chat, and more recently a chatbot to assist with quick answers to easy questions, which is available 24/7.
How has the partnership helped you grow throughout the pandemic?
The pandemic obviously forced all of us to work differently and our Customer Service teams needed to rapidly shift to working from home. Freshworks’ SaaS platform allowed that transition to happen seamlessly and without interruption to serving our customers. The flexibility within the system also allowed us to also manage the rapid surge in contact volumes through that period and keep our Customer Service operations in control.
Has the consumption of books increased during the pandemic? Why do you think that is?
For sure, books were one of the things that Australians turned to when they were at home. This was not only for entertainment and enrichment, but also self development, hobbies and children’s education and activities. The qualities of a physical book remain timeless, especially the hands-on feelings they give versus a digital experience. Being immersed in a fully digital work and school-life made that even more impactful.
How well has your online-only model served you? Does it make your business more efficient?
In one sense we only have one store to worry about and that means we can focus all our attention on making that the best we can. We are able to constantly refine and adapt our website to provide the best experience possible for our customers. And while we don’t have the challenges faced by bricks and mortar retail, we have different challenges to meet. For example, we must continually scale our operations to meet the demands of our customers. This has been especially true over the past year as people have moved more and more to shop online. Being able to get better at what we do while we have to do even more of that has been one of our main challenges.
Online stores also take many people to operate well. We have a 14,000sqm Distribution Centre where we hold over 140,000 titles and two Customer Service Contact Centres, all of this focused on delivering for our customers. We deliver right across Australia and New Zealand, so our customers are everywhere, from every walk of life, and we have a good sized team to cater to them.
Latest News
Meet the Alchemy Solutions Women Accelerating Digital and Business Transformation
Alchemy Solutions is blazing a trail for women in tech and has established itself as a leading professional services firm specialising in digital transformation and business reinvention. The consultancy, which grew by 285 per cent in 2023, helps organisations accelerate their digital, functional, and human capabilities through a team of organisational change experts working with […]
EssenceMediacom And Initiative Top MFA Awards Shortlists
Change-making campaigns for Telstra, FIFA, KFC, Sanofi, NRMA Insurance, Tennis Australia, ALDI and the Australian Government are among the brands going head-to-head as finalists in the 2024 MFA Awards. EssenceMediacom, Initiative, PHD and OMD are among the agencies vying for multiple awards at this year’s MFA Awards. More than 100 judges – comprising 50 per […]
DDB Group Names New Melbourne CEO
Mike Napolitano has been promoted to Melbourne Group CEO. His promotion follows the appointment of Khia Croy as DDB Melbourne’s new general manager. Lead image: DDB Melbourne’s new leaders, GM Khia Croy and CEO Mike Napolitano. DDB Australia and New Zealand has continued to reshape its leadership team by promoting its managing director Mike Napolitano […]
Bluey And Rob Irwin Helps Sell Queensland In Its Largest Tourism Campaign For A Decade
The Queensland Government has tapped two of the state’s biggest stars in a $9 million tourism campaign. Hundreds of Bluey fans in Brisbane’s South Bank, the Gold Coast’s Main Beach and Cairns’ Esplanade have set a world record for the biggest game of Keepy Uppy in a campaign to promote the ‘Sunshine State’. The activation, […]
Rise & Shine – Cannes in Cairns, Presented by Pinterest Kicks Off At 8.45 Tomorrow!
Blow away those cobwebs, adland! Cannes in Cairns kicks off at 8.45 tomorrow!
Robert Irwin & G-Flip Twisties Ad Reingites The Great Chicken Vs Cheese Debate And Outrages Fans
If you thought the son of the late great Crocodile Hunter and renowned Aussie singer-songwriter G-Flip in a heated debate over the best twisties flavour was off the cards for 2024, you wouldn’t be alone. But PepsiCo has delivered in the most entertaining way possible, reigniting the great debate. The ad, created by creative agency […]
Rupert Murdoch Ties The Knot For The Fifth Time
Rupert Murdoch is proving age is just a number, tying the knot for the fifth time at the ripe old age of 93. Lead image The News Corp chairman married partner and retired molecular biologist Elena Zhukova in a ceremony surrounded by close friends and family in Los Angeles yesterday. Among the guests were his […]
What’s Coming At Cannes in Cairns, Presented by Pinterest, Tomorrow!
The lineup at Cannes in Cairns this year is an absolute corker - here's what you can expect on day one alone!
The Powerful Women In Media Appearing At This Year’s Cannes in Cairns, Presented by Pinterest
Cannes in Cairns is the place to be if you want to hear from the most powerful and important women in media!
Bruce Lehrmann Appeals Ruling In Defamation Case Against Lisa Wilkinson & Network 10
Bruce Lehrmann has lodged a notice of appeal with the federal court after a ruling was made earlier this year that, on the balance of probabilities, he did rape Brittany Higgins in Parliament House in 2019. Lehrmann was not named in the now-infamous The Project interview between Higgins and Lisa Wilkinson, but he claimed that […]
“Industry Secrets” Reveal Spending Habits Of Top Brands In Bigdatr’s New Webinar Series
Bigdatr’s latest webinar series will reveal how brands spend millions in advertising to maintain their market position. “Industry Secrets” provides exclusive data and insights for channel optimisation, media buying and creative analysis from Insurance, Financial Services, Telecommunications, Travel and Tourism, and the Education industry. For over a decade, Bigdatr has delivered creative and media insights […]
Cairns Extra – Don’t Forget Tonight’s Events!
Find yourself out on a limb tonight with nowhere to go? Try your luck at getting a ticket to these Cairns Extras.
TV Ratings (30/05/24): Carlton Win Against Port Adelaide Draws A Crowd For Seven
Last night's AFL proves it's the preeminent sport in the country. Until Origin, then NRL becomes the preeminent sport.
YouGov & Havas Extend Global Data Partnership
YouGov and Havas announced the expansion of their data partnership, which powers Havas’ client insights. The deal increases market coverage and is expanded to encompass Havas’ collaborative Village approach. In the new phase of this partnership, Havas and YouGov’s relationship has grown to serve Havas’ Village approach, which unleashes the convergence of media, creativity, and […]
IAS Delivers Enhanced Insights With Amazon
Integral Ad Science has announced its expanded reporting, and insights are now available for Amazon DSP media buys. Through a server-to-server (S2S) integration on Amazon DSP, advertisers will now have access to measurement coverage for campaigns across Amazon custom audiences and Twitch inventory. IAS’s solutions available to advertisers in Amazon DSP include viewability, invalid traffic […]
Armor All Revs Up For A Product Refresh Across Australia
Ridiculously expensive car washes prove that Australians will pay just about anything not to wash the car.
SBS On Demand Joins VOZ Streaming
Aussies' love of foreign food & overly long railway journeys set to be tested as SBS On Demand joins VOZ.
Matildas Mania Lingers: Football Australia & Network Ten On The Verge Of $200 Million Deal
Proof everyone loves a winner comes this very exciting Matildas news. Not to say we don't love the Wallabies.
Tahiti Launches “The Treasured Test” Campaign Showing It Welcomes LGBTQI+ Travellers, Via Circul8
Fruity cocktails, unabashed pastels, skimpy swim trunks! Island holidays have always had their share of being camp.
DDB Sydney Hires Former Tourism Australia Account Lead Vanessa Boueyres As Managing Partner
DDB nabs Vanessa for the Westpac account. Says fisherman getting rescued by the helicopter still doing the business.
Meta Beefs Up Age Verification Tools For Facebook
Facebook bowing to pressure on what under 18s can see on the platform. Not that they can't see it by simply Googling.
Roy Morgan: Bunnings Remains Australia’s Most Trusted Brand
Bunnings is an easy trip for a project you're working on & 14 return trips after you f*ck it up.
TBWA\New Zealand & Love Food Hate Waste NZ Launch Mouldy Campaign To Help Reduce Food Waste
Kiwis are being confronted by giant chops & sandwiches to help combat food waste. Still pissed about the underarm thing.
New Balance & KIC Launch Run Clubs Across Australia Via Mango
Running clubs are apparently the new way to find a partner. They also provide a sneak peak into any possible BO issues.
Vale Australian Radio Legend Bob Rogers
In sad news this week, legendary Aussie broadcaster Bob Rogers has died at the ripe old age of 97.
Edinburgh City Council Bans Ads For Fossil Fuels, Polluting Cars & Arms Manufacturers
Edinburgh City Council bans ads for fuel, cars & arms! Well, that's what we think they said. It can be a tricky accent.
Nine CEO Mike Sneesby Receives Board Backing But Urged To Accelerate Cutural Overhaul
Nine boss on notice over company's boofhead culture. Says it won't impact its celebration of the boofhead (AKA the NRL.)
Narelda Jacobs OAM Unpacks The Critical Work Network Ten Is Doing To Support Reconciliation
Here's a rare story... TV network in good news!
Born Bred Talent & AiMCO Launch 12-Week Intern Program
This internship is designed to “inspire future talent managers". Presumably with tips on blazers & power hairdos.
Brent Smart, Imogen Hewitt, Liana Dubois & More Gather To Unpack The “Creatorverse”
This event brought together some serious adland heavy-hitters. And things remained convivial in the carpark afterwards.
Antony Catalano’s View Media Group Announces Round Of Promotions
Proof he's not one to pussyfoot around, Antony 'The Cat' Catalano promotes purrfect staffers who got the cream.
Liz Wigmore & Foundation Team Migrate Into Omnicom’s Hearts & Science
Omnicom folds Foundation into Hearts & Science. Leaving just enough carpet space for a possible office Galaga machine.
Mark Tompkins Adds Creative Power To Enthral
Although Enthral is an excellent name for a storytelling agency, it does pile on the pressure to be, well, enthralling.
Mat Baxter! Wippa! Tinder! – Epic Cannes in Cairns Sessions Locked In!
Cannes In Cairns is happening next week! So you need to read this & phone your travel agent at the same time.
Is Yoshi A Non-Binary Lesbian? The Good, The Bad & The Ugly Of Google AI Fails
Who doesn't love a good old technology stuff up story? Still, not quite as funny as when humans do something similar.
TV Ratings (29/05/2024): Seven’s The 1% Club UK Tops Wednesday Night Prime Time
Tune into Seven's 1% Club last night to hear contestants saying "chimney sweep, guv'nor"? It was the UK version.