Increase in Hiring Quality
Time saved by recruiters
A fast-growing Indian D2C brand was drowning in repetitive support calls, 10-minute wait times, and a team that had no bandwidth left for customers who actually needed help. Rootle’s Voice AI stepped in, and turned their support centre from a bottleneck into a competitive advantage.
As the brand scaled, their customer support team hit a wall. More orders meant more calls, but not all calls were created equal. The team was spending most of their day answering the same questions, over and over, while genuinely complex customer issues waited in the queue.
Order status. Tracking updates. Return requests. Basic product questions. Around 70% of inbound calls required no expertise whatsoever, just access to the right data. Yet trained support agents were spending the majority of their working day on these, leaving no bandwidth for customers with real problems.
of calls needed zero human judgement
During sales, restocks, or festive seasons, exactly when customers most needed help, wait times stretched to 8–12 minutes. 28% of callers didn't wait. They hung up, left frustrated, and often didn't come back. For a D2C brand built on customer relationships, this was a loyalty problem as much as a support problem.
call abandonment rate at peak hours
The team operated 10 AM to 7 PM. Everything outside those hours, late-night order concerns, early-morning delivery queries, weekend questions, went unanswered until the next business day. In a market where customers compare you to brands that never sleep, being unavailable for 15 hours a day is a real competitive disadvantage. And hiring more staff to extend hours simply wasn't economically viable as volumes grew.
Rootle deployed an intelligent Voice AI Agent that integrated directly into the brand’s existing systems, not a bolted-on tool, but a native layer of intelligence across the entire support operation.
Every key metric improved, and the impact was significant.
The numbers below are not estimates or projections. They are real results from the brand’s actual support operations after Rootle was implemented.
When customers get instant, accurate help every time they call, something changes in how they relate to a brand. The ripple effects of Rootle’s deployment went well beyond call centre metrics.
The real shift that happened here wasn’t just in the numbers, though the numbers are compelling. It was in how this brand now thinks about customer support as a function.
Before Rootle, support was something they managed. A cost to be controlled. A team stretched between too many calls and not enough hours. The metric they cared about was survival: getting through the day’s queue without too many customers falling through the cracks.
After Rootle, support became a differentiator. With 82% of calls handled automatically, the human team was freed to do what AI genuinely cannot, build relationships, exercise judgement, and turn difficult interactions into loyal customers. The brand’s support operation now works the way it was always supposed to, but never could.
For any Indian D2C brand facing growing call volumes, limited support hours, and a team trapped in a loop of repetitive queries, this is what becomes possible when Voice AI is deployed thoughtfully, not as a replacement, but as the layer of intelligence that makes everything else work better.
Increase in Hiring Quality
Time saved by recruiters
