When chatbots & cricket come together: How a chatbot handled 30x scale for India’s largest sports game
Everyone knows that India loves a good cricket match.
What’s less widely known is that this love of cricket extends to fantasy league cricket as well.
The proof? Dream11 — India’s Largest Fantasy League Sports Game saw over 40 million users on their platform and Haptik’s chatbot helped make the lives of those users easier during IPL 2018.
Here’s the tale.
💬 The Backstory
Since starting in 2012, Dream11 has grown from a user base of 40,000 to about 40 million users in 2018.
The company sees a major spike in user growth during the Indian Premier League tournaments with the excitement and fanfare surrounding the game.
Early on in the tournament, the Dream11 team realized that in order to cater to the huge inflow of user queries, they would have to drastically scale up their existing customer service team, which would involve a huge investment on recruitment, training and operational costs.
During IPL 2018, the queries grew by almost 30x — a huge jump, especially with a user base that is over 40 million strong. Handling this sudden seasonal spike was very challenging for the 30 member customer support team at Dream11.
🤖 We Need A Chatbot!
Thus, Dream11 needed a customer service solution that could handle the massive scale of incoming requests, give instant responses without making anxious users wait and do all of this without an unreasonable jump in expenditure right before IPL 2018.
This is where Haptik’s chatbot stepped in as the perfect solution to Dream11’s conundrum. We deployed a Support Bot on the Dream11 desktop website, mobile web page Android and iOS apps. With a strong underlying technology layer and massive scaling capabilities, the chatbot ticked off every need the customer team had.
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🏏Presenting: The Dream11 Chatbot
We identified a set of common queries which were being asked frequently and programmed our bot to efficiently address such concerns. This helped Dream11’s team members to focus on unique queries involving complex procedures or user-specific cases, thus developing a comprehensive customer engagement mechanism.
Here’s everything the chatbot did.
- On entering the chatbot, users can select from a variety of known issues to begin the troubleshooting through chat.
- Users interact with the chatbot which guides them through various stages in order to solve the issue that they’re facing step by step.
- Common user queries regarding the legality of Dream11, etc., are all handled by the chatbot. Quick replies are used throughout to reduce user effort required.
- The user was also led to Dream11’s video tutorials on complicated topics like Gameplay whenever required.
- Urgent user queries are handled within seconds and the chatbot is able to handle mild small talk to maintain the human feel of the chatbot.
- The chatbot has a feedback module built-in that prompts the user to ask whether a chat was satisfactory and provides a link to Dream11’s helpdesk if human intervention is required.
✔️ The Results Speak For Themselves!
Haptik’s bot answered 80% of the 1 million+ queries received during IPL 2018, with an average resolution time of 32 seconds.
This 30X increase in query volume was handled without any increase in the customer support team size and personnel cost, effectively delivering a 10X ROI for Dream11.
Bonus point? Since the chatbot took over the more simple and straightforward queries, the customer support team is now free to look after the more complex requests that need more analytical thinking and capabilities.
To top this off, here’s a testmonial straight from Harsh Jain, CEO and Co-Founder, Dream11 where he talks about the association:
We’ve found that Haptik’s chatbots are one of the strongest, most technologically advanced in the market and understand the Indian user and sentiment extremely well. Our success this IPL season with over 40 milion users would not have been possible without Haptik’s chatbot being the wind beneath our wings.
— Harsh Jain, CEO and Co-Founder, Dream11
But the story doesn’t end there.
Haptik’s analytical dashboard provides real-time data and updates to the Dream11 team regarding user engagement. Based on the inferences from this data, the chatbot is continously trained to respond to new requests and improves over time.
And they lived happily ever after.
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