Aramex delivers world-class CX with AI-powered CCaaS and 24/7 customer care
The Challenge
For decades, leading global logistics provider Aramex thrived on the strength of its delivery network and renowned reliability.
This foundation sustained growth throughout the '80s and '90s. But as e-commerce exploded, so did customer expectations, with demand for instant, personalized service across an ever-growing number of digital channels.
Aramex’s existing systems were built for operational efficiency, but they weren’t equipped to support the new wave of digital-first customer experiences. The legacy systems lacked integration with modern communication channels like WhatsApp and couldn’t deliver the real-time analytics and insights required to serve customers' demands across regions, time zones and platforms.
"Our legacy system was built for operations at scale and not necessarily for marketing and customer services," says Cary Lawton, CX director at Aramex. "As a global company, we needed to pivot and find a partner that could bring us the expertise to scale our ambitious CX efforts globally."
With a goal to reimagine CX in the logistics space, Aramex sought a cloud-based, scalable solution that could integrate with customers’ preferred platforms. This would enable seamless, real-time interactions at scale and empower the team with valuable insights to further improve CX.
The Solution
Aramex implemented Sprinklr Service, a unified customer service platform, to modernize its CX infrastructure with direct integration with WhatsApp.
“Our strategic focus on digital technology and customer experience, and our partnership with Sprinklr, will allow us to differentiate ourselves in the logistics industry.”
CX Director, Aramex
Accelerating their move to agile, automated solutions that support the channels customers prefer has enabled Aramex to improve both customer service and last-mile delivery.
WhatsApp chatbot enables 24/7 real-time customer support at scale
Using native integration within Sprinklr Service, Aramex adopted WhatsApp as its primary channel for customer interactions, deploying a WhatsApp chatbot that facilitates address capture and seamless shipment scheduling. The chatbot enables the team to offer 24/7 service and accommodate global customers across different time zones, even when human agents are not available.
Already a loved and widely used channel by customers, especially in the Gulf Cooperation Council countries that form a large portion of Aramex’s customer base, WhatsApp ensures customers can get in touch whenever they need support. "Our core markets are tech savvy and digital-first, and they choose WhatsApp first, so it’s important that we support these channels," Lawton says. "The WhatsApp bot in particular allows us to communicate within the channels that customers prefer to use."
Meta integration unlocks enhanced analytics
By leveraging a direct integration with Meta apps — including Messenger, Instagram and WhatsApp — Aramex now has access to powerful conversation analytics and sentiment analysis, enabling the team to better understand customer motivations and interactions. Insights from WhatsApp also allow Aramex to adjust staffing levels according to peak times, ensuring that customer service representatives are available when needed most.
"We engage in thousands of customer interactions on WhatsApp every day," Lawton says. "With the Sprinklr integration, we can now gain analytics from this channel that we can use to improve operations, marketing and CX."
Chatbots deliver automatic updates to keep customers informed
Sprinklr-powered chatbots provide critical utility in the logistics process by delivering automated order updates to end customers, including delivery notifications, status updates, and tracking information. This utility — streamlining communication and enhancing customer self-service — helps Aramex improve delivery efficiency and customer satisfaction by ensuring customers have the latest information without needing to contact support. Customers can even schedule and reschedule shipments directly through WhatsApp.
"With the Sprinklr and WhatsApp integration, we’ve made last-mile delivery more seamless," Lawton says. "Customers can self-serve, schedule and communicate with us across the globe on the channels they prefer, whenever they need us."
The Outcome
With Sprinklr and WhatsApp powering its CX engine, Aramex has gained valuable insight into customer motivations and behaviors.
The team can now track customer sentiment and interactions across various channels, which facilitates better communication, responsiveness and resource allocation.
Automating manual processes with Sprinklr has also significantly improved Aramex’s operational efficiency. The implementation of chatbots has not only provided customers with round-the-clock assistance, ensuring inquiries are handled in the moment, but has also achieved remarkable results: a 99% bot containment rate, 20.2 million cases deflected annually and 1.3 million hours saved. These advancements have contributed to improved customer satisfaction scores and streamlined operations.
"We’re heavily invested in our Sprinklr partnership, and we’re now exploring Sprinklr AI+, which will empower our agents to respond to customers with optimized messaging," Lawton says. "It’s a partnership that will only continue to grow and strengthen our brand positioning and CX."