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How it works:
To prepare for the massive surge in user activity during IPL 2018, Dream11 implemented a WhatsApp-based customer support solution powered by automation. This system was designed to instantly handle large volumes of queries ranging from account issues and match updates to wallet transactions and gameplay FAQs. The chatbot offered quick, contextual replies and could guide users through common issues, reducing wait time drastically.
The solution was integrated with Dream11’s backend systems, allowing real-time access to user profiles, transaction data, and fantasy match details. This ensured the chatbot could offer accurate responses instantly and hand off complex issues to human agents when needed. With the hybrid setup in place, Dream11 managed to scale its support operations by 30x—without adding the same volume of human agents.
Our challange:
During high-profile events like the IPL, Dream11 experiences a huge spike in users engaging with the platform. In 2018, this demand threatened to overwhelm their existing support infrastructure. Relying heavily on manual responses meant slow resolution times, delayed user engagement, and the risk of losing customers at critical moments. The challenge was to scale support rapidly and cost-effectively, while maintaining a seamless user experience during the biggest cricketing event of the year.
What kinds of queries did the chatbot handle during IPL ?
The bot managed a variety of questions including login issues, balance inquiries, contest participation, scoring systems, and prize distribution. These were common but high-volume queries that previously overwhelmed human agents.
How was the chatbot integrated into Dream11’s workflow ?
It was connected to Dream11’s backend systems like wallet data and user profiles. This allowed it to pull relevant info instantly and respond in real time, creating a personalized support experience without agent involvement.
What happened when the bot couldn’t answer a user’s query ?
For complex or sensitive issues, the chatbot routed users to live agents while retaining the context of the conversation. This ensured users didn’t have to repeat themselves, and resolution was faster and more efficient.
How fast were response times with this system in place ?
First response times dropped from several minutes to under 10 seconds, even during IPL’s peak traffic hours. This immediate response reassured users and reduced frustration during crucial fantasy league moments.
Was the chatbot scalable during traffic spikes ?
Yes. The system was cloud-based and designed for horizontal scaling, allowing Dream11 to handle millions of concurrent interactions without any degradation in performance.
Did users engage well with the chatbot ?
Absolutely. The ease of use and instant replies made users more willing to use WhatsApp for support. Engagement rates improved significantly, and feedback suggested that users preferred the bot over traditional support methods.
Achievement:
By implementing WhatsApp automation during IPL 2018, Dream11 scaled its customer support by 30x without a proportional increase in team size. The chatbot managed over 80% of queries autonomously, freeing up agents to focus on edge cases and priority users. As a result, the company maintained excellent user satisfaction, reduced support backlog, and ensured a seamless experience during one of its busiest seasons. This strategic move not only improved operational efficiency but also reinforced Dream11’s position as a tech-driven leader in the fantasy sports space.