How Masku automated support and reduced workload by 80 percent
“When order details are retrieved and presented to the customer automatically, the same order-related questions no longer reach customer service. This has significantly reduced the daily workload."
Mikko Virta
Director of Digital Development, Masku
The problem every ecommerce brand faces
If you’re an online retail store, part of your day-to-day consists of answering repetitive customer inquiries like, “Where’s my order?”, “How long does delivery take?”, and “What size is this product?”
If customers don’t get an answer within three seconds, they’re already checking out your competitors. If you’re a brand as big as Masku, receiving more than half a million visitors to your online store every month, responding to inquiries on time becomes a challenge. Payroll costs increase due to the sheer volume of support agents required — and even then, some web visitors don’t have the patience to wait until a support agent joins the conversation.
Masku is one of Finland’s largest furniture and home interior retail companies. Their website plays a central role in their revenue, and they didn’t want a bottleneck when it came to supporting customers online. Serviceform’s solutions were implemented to help the website and online store serve customers in a more comprehensive way. After implementation, the number of order-related inquiries decreased by approximately 80 percent, according to Mikko Virta.
Making it easier to search and connect
Masku’s business is built around a wide physical retail network, supported by a growing online store. Customers interact with the brand daily, both in stores and digitally. They have tens of thousands of products listed on their website at any given time. Naturally, customers may need to browse for a while before finding what they need.
This resulted in two major bottlenecks: customers dropping off without checking out and support agents becoming overwhelmed. Most inquiries were repetitive: “Where’s my order?” or “Is this item available?”
Before Serviceform’s solutions were introduced, Masku had tried several different tools. These functioned as separate, disconnected systems and were not naturally embedded into the website or online store. As a result, customers frequently contacted customer service.
Serviceform introduced a fully customized solution that was integrated into Masku’s retail ecosystem. Their product catalogue was linked, order tracking information was connected, and even complaint and feedback forms were made easily accessible through the website. All these touchpoints were connected to Masku’s ecommerce CMS and CRM.
Customer service receives 80 percent fewer inquiries
Following the implementation of Serviceform, the most visible impact has been on customer service operations. By bringing order-related information directly into the website and online store through automation, the need for customers to contact customer service decreased significantly.
According to Mikko Virta, Masku’s Head of Digital Development, the number of order-related inquiries dropped by approximately 80 percent. Customers now receive the information they need without contacting support, clearly reducing customer service workload.
Additionally, order tracking was automated. Mikko stated that 70 percent of customers who would previously ask customer service where their order was now receive their answer through Serviceform’s AI Agent.
Customers can also get information about the products they are browsing through the AI Agent on each individual product page. On average, this tool receives more than 10,000 interactions per month, meaning that over 10,000 online shoppers find the information they need without contacting customer service.
The tools behind the results
Serviceform provided several solutions for Masku, starting with an AI Agent on their homepage to support customers as soon as they arrive. This AI Agent can identify the customer’s intent and guide them to the correct destination.
When customers land on a product page, they are greeted with an AI Agent capable of providing all relevant product information. Customers can calculate shipping costs, check availability, find similar products, and access additional details about the product they are browsing.
Serviceform also provided a solution that helped Masku standardize complaints and customer feedback collection. Previously, they relied on emails and customer service calls to collect feedback and complaints. By standardizing this process with structured forms, it became easier for customer service teams to analyze and respond quickly.
For Masku, it was essential to move away from isolated tools and toward solutions integrated directly into the website and online store. According to Mikko Virta, Serviceform stood out because the solutions were built specifically for Masku’s needs.
Rather than offering a generic setup, the Serviceform solutions were customized to support Masku’s operating model and the scale of its retail business.
Summary
The Masku customer case demonstrates how customer service workload can be reduced by improving the overall digital customer experience. By integrating automated, customized solutions directly into the website and online store, Serviceform supports Masku’s business across a large retail network while continuously optimizing the setup to meet evolving needs.
Serviceform’s solutions are not just a product setup for Masku — they include ongoing service and continuous optimization to ensure the website and online store serve customers as effectively as possible.
The solutions are integrated into the website and online store, and the overall setup is continuously optimized based on Masku’s needs. This reduces manual work and supports both the customer experience and customer service operations.
Not everything was defined upfront. Instead, the solutions evolve alongside Masku’s day-to-day operations. Mikko Virta highlights that Serviceform is actively involved in this ongoing development and that the solutions are tailored specifically for Masku.
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