Cost Efficiency
- ·Eliminate recurring external tool cost
Case study
In-House Live Chat System
Replacing Intercom with a Scalable Internal Solution
From 1M SAR Monthly Cost to Full Operational Control
Led the transition from a costly third-party chat tool to a fully in-house system, improving efficiency, control, and scalability.
The Challenge
- Intercom used as live chat solution
- Agents fully dependent on external tool
- Monthly cost reached ~1M SAR
Constraints
- Limited control over routing
- Limited performance optimization
- High operational cost
Objectives
Performance Optimization
- ·Improve FRT (First Response Time)
- ·Improve AHT (Average Handling Time)
Operational Control
- ·Custom routing logic
- ·Better workload distribution
Core System Design
Chat Classification
- ·Identify Customer vs Courier
- ·Attach order and user metadata
Smart Routing
- ·Route based on type, priority, workload
- ·Prioritize active orders
Auto Assignment
- ·Load-based distribution
- ·Max chat limit per agent
- ·Auto reassignment on inactivity
Agent Dashboard
- ·Unified inbox
- ·Clear tagging (Customer / Courier)
- ·Order details + chat context
- ·Quick replies (macros)
Performance Tracking
FRT
First Response Time
AHT
Average Handling Time
Chats / agent
Throughput
Queue wait
Waiting time
Real-time tracking enabled continuous operational optimization.
Key Challenges
- Real-time chat classification accuracy
- Handling peak traffic and sudden spikes
- Preventing agent overload
- Ensuring fair chat distribution
- Maintaining SLA during high volume
- Change management during migration
Migration Strategy
- 1
Build in parallel with Intercom
- 2
Gradual rollout to agents
- 3
Training and onboarding
- 4
Full transition
Ensured zero disruption to live operations.
Impact
~1M SAR
monthly cost eliminated
Full control
over chat operations
Efficiency & scale
improved throughput and reliability
My Role
Led the initiative alongside the tech team, defining product requirements, operational workflows, routing logic, and execution strategy.
Focused on bridging business needs with technical implementation.