~80%
fewer order enquiries to support
← All customer stories
Maskun Kalustetalo · Customer story
Maskun cut order enquiries by ~80%.
Maskun Kalustetalo is Finland’s largest furniture retailer, with online and physical stores nationwide. Their challenge was the standard ecommerce one — except at furniture-industry scale: every order takes weeks to deliver, every customer wants tracking, and every "where is my sofa?" call costs money.
Before Serviceform, ~80% of all support contacts were order-status questions answered by an outsourced call center.
24/7
order tracking in chat + WhatsApp
+24%
support CSAT after launch
— The challenge
What wasn't working.
Furniture orders take 2–8 weeks. Customers want status updates the whole way, and the questions are repetitive: "When does it ship?", "Can I change the delivery slot?", "I need to be home — what time?"
These calls were handled by an outsourced support center. Volume scaled directly with revenue — and so did the bill.
— The solution
What we deployed.
Serviceform connected to Maskun’s order management system. The AI agent answers "where’s my order?" with live data — carrier, ETA, delivery window — across website chat and WhatsApp.
Order modifications (reschedule a delivery, add a note) flow back to operations via the same chat. Complex cases route to a human, with the full conversation context attached.
- AI agent Order tracking WhatsApp Business Knowledge base
— The result
What changed.
Order-status enquiries to the outsourced call center dropped by roughly 80% in the first quarter after launch. Support headcount stayed flat while order volume grew.
Customer satisfaction (post-purchase NPS) rose 24 points, driven mostly by the always-on order status and the speed of answers.
The AI handles 80% of "where’s my order?" — our support team finally has time for the conversations that actually need a human.
The VIP Brief
The benchmarks. The wins. The hard lessons.
Two minutes every Thursday. What 1500+ ecommerce stores tested this week, and what actually moved the number.