Flipkart Puts Every Shopper Conversation On One Console

A Customer Service Optimization and CX Enhancement programme on Oracle Service Cloud (RightNow CX), implemented end-to-end by Virtuos Digital — cutting repeat calls and average handling time while lifting first-call resolution for India's largest e-commerce platform.

Flipkart customer service optimization on Oracle Service Cloud, implemented by Virtuos Digital across email, voice and social channels

Reduction in repeat calls from customers: Repeat Calls
Dramatic improvements in First-Call-Resolution Rates: FCRR
Reduction in Average Call Handling Time (AHT): AHT
Online since — books first, then every category: 2007

About Flipkart.com

A Shopper's Favourite Destination

Flipkart went live in 2007 with a single objective — making books easily available to anyone who had internet access. Today the platform is present across virtually every category, and remains India's favourite online shopping destination.

Cash-on-delivery, a 30-day replacement policy, EMI options, free shipping and famously sharp prices were all path-breaking when Flipkart introduced them. Everything the company does revolves around one obsession: giving its customers a memorable online shopping experience.

Flipkart, India's largest e-commerce platform, serving shoppers across every retail category

Challenges faced by Flipkart

Too Many Screens, Too Many Clicks

Support volumes were growing faster than the tools handling them. Email response management, order data and quality reporting sat in separate systems — and the cost of stitching them together landed on the agent, one keystroke at a time.

Manual Assignment Of Emails: Incoming customer emails had to be picked up and distributed by hand, so the queue moved only as fast as a supervisor could triage it.
Performance And Scalability Limits: The existing email response tools buckled under Flipkart's growth, making every festive-season volume spike a service risk.
No Real-Time Performance View: Agent productivity and C-SAT could not be read as they happened, leaving quality teams reporting on yesterday rather than steering today.
No Single Agent Console: Agents worked across disconnected screens and lived on Alt+Tab, with no unified view of the customer, the order or the open case.
No Intelligent Knowledge Base: Without a self-learning answer base, responses depended on individual experience — so the same question got different answers.
Too Many Clicks Per Query: Fetching order, payment and shipment detail meant hopping between systems, adding handling time to every single interaction.

Modules Used

Eight Oracle Service Cloud capabilities, deployed as one connected service layer.

ERP & Order Management Integration

Order, payment and shipment detail surfaced inside the case, so agents stop hunting across systems.

Incident Management

One unified case record for every channel of support — email, inbound voice and outbound voice alike.

Contact Centre Management

A single console for the support floor with unified queueing and balanced agent workloads.

Knowledge Management

A self-learning answer base that keeps responses consistent regardless of the channel a shopper used.

Agent Live Assistance

Guided, in-context prompts that shorten research time and speed up ramp-up for new agents.

SLAs & Escalation Management

Automated escalation paths that keep time-critical delivery and refund cases moving to closure.

Social Media Integration

Public conversations routed into the same queue as every other channel, with full history attached.

Computer Telephony Integration (CTI)

Screen-pop on call arrival, so the caller's identity, orders and open cases land before the greeting ends.

One Console

Every Channel, One Incident Record

Virtuos replaced the existing email response management system with Oracle Service Cloud as a unified Incident Management system spanning every channel of customer support — email, inbound voice and outbound voice — with ERP and Order Management integration plus CTI bringing order, payment and caller context into the same screen. The Alt+Tab habit, and the clicks that came with it, went away.

Built To Learn

Consistent Answers, Emotion-Aware Quality

Knowledge Management gave every agent the same answer regardless of the channel a shopper arrived on, making the experience uniform across touchpoints. Built-in system intelligence let the Quality team analyse data faster — including the emotions of both customers and agents. And the solution was designed for what came next: Flipkart wanted headroom for Live Chat and Social Media, and the architecture Virtuos delivered was exactly that.

We chose RightNow, because of exceptional Consulting Approach that Venky and Virtuos offered for Flipkart.com.

— VP-Technology,

Flipkart.com

Virtuos Digital - Consultare culture: Oracle Partner delivering CX transformation with expertise in global Oracle implementations

About Virtuos Digital—Consultare

Virtuos Digital—Consultare (vdc.com) is a seasoned Oracle Partner with over 17 years of Oracle CX expertise and a portfolio of nearly 100 successful global Oracle projects. Our Oracle XM Practice is known for its innovation-led execution, trusted by Fortune clients and disruptors alike.

With frameworks like AI-Velocity™ and Agenticles™, Virtuos brings transformation at speed—empowering businesses to deliver superior experiences, improve operational agility, and unlock data-driven insights.

For more information visit us at www.vdc.com/oracle