Bridging the cryptocurrency gap with an all-in-one customer experience platform

Bitkub Exchange is one of the largest blockchain and cryptocurrency service providers in Thailand. It aspires to reach out to non-technical users by being the most trusted and intuitive cryptocurrency exchange. That means the company strives to put customers’ needs and welfare above anything else.

In just three years, Bitkub Exchange experienced tremendous growth — rising from a startup to one of Thailand’s first unicorns. With goals to expand its customer base to 7 million users by the end of 2022 and grow beyond its home country, the company needed to digitally transform and scale its business — all without compromising its customer experience.

The cryptocurrency exchange started by using the IT infrastructure of local software providers, but it wasn’t robust enough to scale quickly. With its rapid growth, Bitkub Exchange desired cutting-edge technology that can accommodate large volume spikes. Leveraging a cloud platform that supports swift innovation, remote working and omnichannel engagements from multiple customer touchpoints proved to be the right solution — elevating its customer and employee satisfaction to new heights.

“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,” said Chantika Chomchome, Deputy CEO and Chief People Officer of Bitkub Exchange. “By partnering with Genesys, we were able to operate, grow and scale with efficiency.”

Enabling work-from-anywhere and driving employee improvements

Remote working became a necessity due to the COVID-19 pandemic.

“We needed to ensure that employees are supported at home without facing any technical issues,” said Chomchome.

Supervisors also required a system that easily monitors agent workflows in real time. This will enable them to allocate resources better while ensuring that all business demands are being met.

With the Genesys Cloud platform, Bitkub Exchange successfully implemented remote working capabilities without any technical issues — making work from anywhere a reality. Now, agents get to support customers, even in unforeseeable circumstances.

The cryptocurrency exchange is also able to monitor agent performance in real time. As a data-driven company, Bitkub Exchange constantly encourages its team to leverage data and insights prior to making decisions. The performance dashboard and reporting capabilities of the new Genesys solution helped the company to not only track data transparently, but also provide customisable reports with valuable insights into employee and company performance.

Bitkub Exchange also built automated systems with the new platform, such as Auto Answer. Not only does it free agents from simple, mundane tasks, but it also reduces their time spent on time-consuming processes.

“We see a continuous operational improvement and an 8% increase in employee productivity,” said Chomchone. “The 24/7 support and quick response time from Genesys has elevated the Bitkub Exchange service standards.”

Bridging diverse customer touchpoints into a single view

Rapid growth at Bitkub Exchange meant the company also struggled to provide consistent and scalable customer support. Managing multiple customer touchpoints — telephone, email, chat and social media — proved to be a challenge. Because customer service is a critical part of its business, Bitkub Exchange needed a solution that can collect all customer insights in one place and track previous interaction histories seamlessly to improve its services.

The open API architecture of the Genesys Cloud platform allowed Bitkub Exchange to integrate its CRM system easily — resulting in a shorter migration. And the new solution enables agents to engage with customers from a single touchpoint, eliminating the previous back and forth between the CRM and telephony during interactions.

From managing the increase in customer interactions to integrating all engagements into a single view, the Genesys Cloud platform proved itself to be a game changer for Bitkub Exchange customers and employees.