Customer support case study: how ba&sh increased its 24-hour response rate by 50% in 3 months

Post-purchase inquiries are the primary source of customer service tickets for retailers. About 60% of requests revolve around three questions: where is my order, what is the status of my return, and where is my refund. At ba&sh, these inquiries account for 42% of all requests in Europe.

These tickets cost between €5 and €15 each, depending on the channel. They consume 15% to 20% of agent capacity on recurring, automatable tickets. For ba&sh, this amounted to over 120,000 open tickets in 2025.

The problem isn't the volume of tickets. The problem is that most of them should never have existed in the first place.

This case study details how ba&sh connected three components to regain control: Shipup by ZigZag to prevent tickets, Zendesk to qualify and route them, and Klark to resolve them. All this across more than 300,000 parcels per year, over 80 countries, and 10 languages.

On the agenda:

The context: what post-purchase really costs

• A fragmented journey where every step erodes your margin
• The impact on your support, logistics, and e-commerce teams
• The weight of post-purchase on conversion, repeat purchases, and loyalty
• Calculating the real cost of your post-purchase tickets

The 3 levels of intervention

• Prevent: smart statuses, incident detection, estimated delivery dates, and multichannel notifications
• Automate: pre-written responses or 100% AI-automated replies
• Resolve: complex cases routed to the right agent, with full context included in the ticket

Native integration with Zendesk

• Connection in minutes, with no technical development required
• Full context available within the ticket: order history, carrier scans, and sent notifications
• The time your agents stop wasting by switching between tools

The ba&sh case, step by step

• The entry point: a ticket that arrives already enriched
• Qualification: automatic categorization by country, reason, and sender
• Routing: the right view, the right agent, the right language
• Analysis and response: a contextualized response generated in the customer's language
• Resolution: early refund, in-store routing, or reshipment

Results in numbers

• 50% response rate within 24 hours in 3 months
• 10% of tickets processed automatically
• 92.6% of deliveries early or on time
• Over 400,000 visits to the personalized tracking page

Your agents spend their days answering the same questions. Meanwhile, cases that truly deserve their expertise are waiting. And so are your customers.

ba&sh has flipped the logic: the best ticket is the one that doesn't exist. Discover how the brand built this system and what you can replicate right now.