How Gold Medal Electricals mastered customer support at scale with WhatsApp automation
Client overview
Gold Medal Electricals is a leading electrical accessories and solutions brand in India, serving both B2B dealer networks and B2C end customers across the country.
About Gold Medal Electricals
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Location
India -
Services
Electrical accessories and solutions -
Scale
Customer interactions related to service requests and post-sales support. -
Growth
Extensive product portfolio and nationwide distribution
Gold Medal Electricals operating at scale in the Electronics Industry requires fast, reliable, and traceable customer support systems to maintain service quality across regions. Known for its extensive product portfolio and nationwide distribution, the brand manages a high volume of customer interactions related to service requests, warranty claims, and post-sales support. Customer queries were handled through call centers, resulting in high call volumes and operational load. To modernize support operations and improve customer experience, Gold Medal Electricals adopted a centralized WhatsApp-based customer support system powered by Picky Assist.
The challenge
As customer and dealer interactions increased nationwide, Gold Medal Electricals faced several operational challenges:
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High call center dependency
Large volumes of service and warranty-related calls increased operational load
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Limited self-service options
Customers had to rely on calls for basic service registration and status checks
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Manual service request handling
Capturing request details and tracking tickets required significant manual effort
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Complex query handling
Escalations to live agents were not optimally routed or tracked
The Picky Assist solution
Picky Assist implemented a centralized WhatsApp customer support and automation framework integrated with Gold Medal Electricals’ existing ERP system. The solution focused on reducing call center load, automating service request registration, and real-time support visibility
Centralized WhatsApp support channel
A single WhatsApp number for dealers and end customers across India
Intelligent WhatsApp chatbot
Automatically understood customer intent and
collected required details
ERP integration for ticket creation
Service requests were instantly synced with the ERP to generate unique ticket IDs
Real-Time ticket status via WhatsApp
Customers could check request status by sharing their ticket number on WhatsApp
Live agent support via TeamBox
Complex queries were routed to call center agents through the TeamBox shared inbox
Multi-agent handling
Support teams could manage multiple conversations simultaneously from a centralized dashboard
Business impact
Gold Medal Electricals transitioned from call-heavy support operations to a structured, automation-led WhatsApp support system.
The implementation delivered measurable operational improvements:
Significant
reduction in call center load
Faster service
through chatbot automation
Real-time visibility into status without manual follow-ups
Centralized handling of live support via
TeamBox
Improved customer
and dealer
experience
Before vs after snapshot
See the transformation in business communication
| Area |
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Support channel
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Service request registration
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Ticket generation
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Customer handling
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| Before |
|---|
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Call center–centric
|
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Manual call-based logging
|
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Manual ERP entry
|
|
Call queues
|
| After |
|---|
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Centralized WhatsApp support
|
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Automated chatbot registration
|
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ERP-integrated ticket creation
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TeamBox multi-agent chat handling
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Ready to modernize customer support like Gold Medal Electricals?
It’s time to shift to a smarter, self-service enabled communication model.
