Blog Customer story
Klick moved 80% of its customer communication to Askly
Klick replaced Zendesk with Askly. Now 80% of its customer communication happens in website chat, and AI fully resolves nearly 50% of requests.
- 80% of customer communication happens in Askly chat
- ~50% of requests fully resolved by AI
- 6,000+ chat conversations in 6 months
Klick replaced Zendesk with Askly, and 80% of its customer communication now happens in Askly chat on its website. AI fully resolves nearly half of all requests.
Klick Eesti AS is one of Estonia’s leading electronics and home appliance retailers. Its customers ask about products, delivery, warranties and more.
Klick’s team, led by Kaire Koik, Gunnar Obolenski and Andres Ello, decided that Zendesk no longer met its standards. They left tickets and queues behind, and answers now come faster.
Why the right time to answer is right now
A buying decision can take seconds or weeks. Customer service has to help at every step.
Klick runs 2 websites for very different customers: klick.ee and b2b.klick.ee.
- Consumers want buying advice and product comparisons.
- Business customers need a fast, accurate quote.
- Both expect a quick answer, and they leave if they don’t get one.
The team needed tools that work as fast as a good salesperson.
How the AI answers questions and spots buying intent
In the consumer chat, the AI mainly answers repeat questions. The business chat is set up for business customers’ needs.
The AI also spots buying signals. It passes the most valuable leads, with context, to a support agent who can close the deal.
How it works day to day:
- One inbox for web chat, email and social media messages.
- An AI agent that answers 24/7, in each customer’s own language.
- A live view of every conversation, with the option to take over from the AI or add to what it knows.
Our view at Askly is simple: people shouldn’t do work that AI does faster and just as well. And no customer should be left waiting.
Fact-based questions are the AI’s job. When a customer’s trust or the company’s reputation is at stake, a person steps in.
We helped Klick’s team set up that split between people and AI.
How Klick set up its AI agent
- Klick mapped out the topics the AI may handle, separately for consumers and business customers.
- We wrote instructions for the AI on how to guide customers, including buying help, delivery and warranty questions.
- The AI answers in a natural, human tone, and its answers are labeled as AI.
- The team can edit any answer in Askly, and changes go live within seconds.
- The AI answers in the customer’s chosen language. Conversations passed to the team are translated in real time, both ways.
Faster replies, and nearly 50% of requests resolved by AI
Over 6 months, Klick’s chat window saw more than 6,000 conversations, an average of 1,000 a month. Around 4,500 came from consumers, and the rest from business customers.
The 3 most common topics:
- Buying help, at nearly half of all requests
- Delivery information, with nearly 500 conversations
- Quality and warranty questions, also with nearly 500 conversations
What changed:
- Nearly 50% of requests are now fully resolved by AI.
- 80% of Klick’s customer communication happens in Askly chat on its website.
- The AI replies in 6 to 8 seconds on average. A human reply used to take 2 to 5 minutes.
- Support agents have freed up a significant share of their time for complex questions and sales decisions.
More than 1,000 businesses use Askly, including Bauhof, Confido and Tartu University Hospital.
The best customer service never feels like service. Use technology where it works best, so your people can be where they’re irreplaceable.
How much of your customer communication could happen in chat?
