AskSpotClient
Morele.net · 20 years on the market
Industry
E-commerce — IT & consumer electronics
Scale
5M visits · 100,000 orders a month
Support team before AI
50 agents
Implementation results
Key results
FAQ, order and advisory automation — with customer satisfaction intact.
90%
reduction in customer service costs
50 → 5
agents on the support team
90%
customer satisfaction level
< 5 min
average response time
Challenge
5 million visits, 100,000 orders — and questions that keep repeating
Morele.net handles tens of thousands of inquiries a month across IT and electronics. A large share are routine — order status, invoice, return — but a significant group needs expert technical knowledge: configuration advice, component compatibility, comparisons.
Running a 50-person support team was expensive, and response times grew during traffic peaks — even though a large share of the cases could be automated.
Pressure grew on several fronts
- Over 40% of inquiries were repetitive cases
- High operating costs of customer service
- Technical advice required expert-level knowledge
- Response times kept getting longer
Solution
Routine first, expertise second — a two-step rollout
AskSpot first took over the most repetitive inquiries, then technical advice on complex product questions — fully integrated with Morele.net’s internal systems.
Step 01
Automating repetitive inquiries
The AI Chat took over the most common cases — available 24/7 and integrated directly with internal systems.
- Order tracking and parcel statuses
- Returns, invoices and service policies
- Basic product information
- FAQ and order automation
Step 02
Expert AI advisory
For complex inquiries — like custom PC configuration — the AI draws on historical Q&A and API integrations.
- Technical advice on complex questions
- Self-service “Ask an expert” feature
- Knowledge base built from past conversations and docs
- API integration with internal systems
Results
Routine cases disappear before they reach the team
Invoices, returns and statuses are handled on the spot by the AI Chat — agents only get the cases that truly need them.
−90%
Customer service costs
Automating FAQ, orders and advisory radically lowered operating costs — with no drop in service quality.
50 → 5
Support team after automation
Five agents handle the cases that genuinely need a human — the AI resolves the rest.
90%
Satisfaction with answers in < 5 minutes
Automation and quality grew together: customers get answers within minutes and satisfaction holds at 90%.
Why it worked
Deep API integration
Seamless connection to Morele.net’s internal systems — statuses, invoices and returns handled on real data.
Expert knowledge base
Answers grounded in historical questions, documentation and community-created content.
Continuous improvement
The model keeps improving through customer feedback and reinforcement learning.
MORELE.NET
“AskSpot is a game-changing solution for us. We deliver key information to customers instantly while taking the load off customer service.”