Case study: how the customer support is organized in ModulBank and why they’re not afraid of giving promises about their response speed

Reading time: 14.05.2020
Case study: how the customer support is organized in ModulBank and why they’re not afraid of giving promises about their response speed

ModulBank is a bank for small businesses. They help individual entrepreneurs and companies arrange their work also providing accounting and legal service. And it’s obvious that the team needs to answer lots of customer inquiries.

On each page of the ModulBank website, there’s always the chat icon in the lower right corner. That is no news as everyone is used to live chats; they are quick and convenient. If a question arises, you can immediately ask it in a live chat.

When a chat opens, you see a greeting: ModulBank promises to answer any question within 10 minutes, and if they don’t manage to do that, they’ll give you a month of free service. That’s quite ambitious. Let’s take a look inside and see how the work of the bank’s chat agents is arranged and why they are not afraid to make such ambitious statements.

ModulBank is using Dashly to run a live chat. The service also includes tools for marketing automation and unsophisticated analytics, but a live chat is one of the most popular Dashly tools.

What issues ModulBank is solving using the Dashly chat:

  • consulting current and potential bank customers on their products and services;
  • technical support of the equipment (cash machines, acquiring);
  • customer support;
  • sales.

Agents in the ModulBank team process 200-250 chat requests daily.

It’s all sliced and diced

When a user sends a message in a live chat, the conversation goes to the general section. The first line of support answers the question there, and if the issue is complex and requires the specialist’s involvement, a user is being sent to a special channel.

Each channel is the bank department:

  • BA (business assistants) — support of the current bank customers;
  • Support — equipment maintenance;
  • Modul — questions regarding the particular product of the company;
  • Mail — incoming correspondence;
  • Accounting — customer consulting on the “Accounting” product of the bank;
  • Telemarketing Modul.

Automate everything that can be automated

The most interesting things start when specific inquiries are automatically forwarded to the channels bypassing the first line of support. Dashly can check by itself who wrote and from what page, and determine the appropriate channel by these parameters. For example, the “Modul” channel receives messages that a customer writes on the Modul website page.

To accelerate inquiry processing, you can give the system a task to check whether the person who writes in the chat is a bank customer (for example, whether they have a specific event such as “Signed a contract” or the “Customer” property) and if so, send their inquiry directly to the “Business assistants” channel (remember, it’s those who are responsible for the support of existing bank customers).

A customer doesn’t even have to stay on the website to wait for the agent’s reply; if they leave the page and don’t read the answer to their question, they will receive an email with an answer to their inquiry. A customer is receiving the information via the channel which is the most convenient for them, and the agent does not need to switch between different windows and programs.

You can also set up integration with social media and messengers so that the general section also includes inquiries from Facebook, Telegram, etc.

Note that each channel is given its priority: the higher a channel is on the list, the more “important” it is. If the message matches the conditions of several channels, it will go to the channel with a higher priority.

Speak, they’re listening to you

So, the conversation got into the right channel. Then the agent’s work begins. This is how they see the dialog window.

In order not to be distracted by messages from other departments, each chat agent only has access to channels in their profile (locks indicate channels that are not accessible). The biggest part of the screen is the chat field, and on the right, there’s the information about the customer that the agent is communicating with. This helps quickly get the information that is stored in the CRM and not to ask any clarifying questions.

To make work even more convenient, you can filter the conversation. For example, by agents or tags. The most convenient way to filter by agents is to set the “my dialogs and unsorted” value. In this case, you will not get distracted by dialogs in which other agents work, and you can only respond to your own as well as take on the dialogs from the queue.

When an issue is resolved and a customer is satisfied, you can close a conversation and jump to other ones.

Email is in a chat, too

Inbox in Dashly can gather inquiries not only from live chat and Facebook but also from email. Moreover, you can configure not only a separate channel for emails but also several of them, in case you want to separate emails that come to different company addresses. Chat agents can reply to these emails directly in Dashly, and the system itself will send a reply email to the customer.

In ModulBank, there are 2 channels that receive emails: Mail and Telemarketing Modul. The “Mail” channel receives emails that customers send to any of the company’s email addresses, and the another channel only receives emails sent to particular addresses. Several agents are answering messages sent to the “Telemarketing Modul” channel, and they can keep concentrated and not get distracted by inquiries sent to other email addresses or in a chat.

Note that this channel has a higher priority than the “Mail” channel. This is important as they match all conditions of the “Mail” channel and would go to the wrong channel if they had a lower priority.

For example, you can set up an email channel at to separate partner emails from customer inquiries, or use for CVs only. It’s convenient that, on the one hand, all messages are in one place and, on the other hand, all messages are organized into shelves and subjects.

Looking at the numbers

The analytics section helps monitor the team’s performance. Aside from the general statistics on all dialogs and by a particular agent, there’s channel statistics. You can evaluate the load on each channel and how well questions on this or that subject are being handled:

  • The number of new dialogs and users who start dialogs;
  • The number of resolved issues (closed dialogs);
  • The number of unanswered and missed dialogs (when a customer couldn’t hold for the agent’s reply);
  • Response speed;
  • Dialog duration.

This helps evaluate performance and allocate agents if necessary.

These smart chat techniques help the ModulBank team be confident in their support team and promise a reply within 10 minutes.

Dashly itself is very simple and convenient; everything is at hand. We can distribute the dialogs to different channels, both manually and automatically, which allows each group of agents to focus on questions in their area and customers to get a quick and quality response. There are also alerts about new messages in the form of a pop-up window and a sound signal which is very convenient when working using several tabs or windows. The software provides analytics opportunities both on customers and on the agents’ work. This, of course, helps increase the speed and quality of answers.

We were pleasantly surprised by the involvement and commitment of technical support. Guys helped us optimize and automate the work. If problems arise, they always solve them quickly and professionally. We are very happy to work with the Dashly team and hope to continue our cooperation!

senior coaching manager at ModulBank (was responsible for controlling the quality of agents’ replies in live chats)
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