Gulf Retail Co operates a B2B marketplace for retail suppliers across Saudi Arabia and the UAE. Their clients — small retailers placing bulk orders — communicate almost exclusively over WhatsApp. Their support team was managing WhatsApp in one window, email in another, and a separate ticketing tool for internal routing.
Three tools, no shared intelligence
The fragmentation created blind spots. A client could send a complaint over WhatsApp and a follow-up by email and neither would be connected to the same thread. Health scores in their CRM were based on deal data only — not on the 40+ support conversations happening every day.
"We had no idea which customers were frustrated," their Support Lead told us. "We could see open tickets. We couldn't see patterns."
The consolidation
After connecting both their Outlook inbox and their WhatsApp Twilio number, the team retired their standalone ticketing tool. All messages — regardless of channel — now flow through a single pipeline, triaged by the same model, routed to the same assignees.
The shared view revealed something immediately: three of their top-10 accounts by revenue were showing churn risk signals that had been invisible across the fragmented stack. Two had mentioned pricing in the past 30 days. One had escalated the same billing issue three times.
What the team does differently now
The Support Lead starts each morning with the agent's overnight summary: new messages triaged, drafts pending review, accounts whose health score changed overnight. What used to be a 30-minute review of three separate inboxes is now a five-minute read of one structured brief.
The three high-risk accounts were retained. Their ticketing tool subscription was cancelled.