Chotthanin Komonakkrasin

Ten tabs and a human router

Growing businesses handled customer conversations across many channels at once. Admin teams could be watching more than ten communication tabs, manually distributing incoming chats, and running a separate team just to assign the work. Ownership was unclear, replies were slow, and conversations were missed outright.

Volume was not the real issue

Through customer feedback conversations and system testing against requirements and user stories, the pattern was consistent:

1. Multiple channels created visibility gaps — teams could not see every incoming conversation in one place.
2. Manual assignment added an operational layer of its own and spread work unevenly across agents.
3. Teams wanted routing that removed handoffs, not another management step to maintain.

Route by condition, not by person

I translated customer requirements into workflow recommendations and feature requirements, then tested the delivered experience against the user stories. The team introduced automation that routes and sequences incoming chats using conditions — agent online status, channel, keyword, action type, and queue order — instead of a person doing the sorting.

A workflow instead of a habit

Every incoming conversation became visible, assigned, and trackable without manual coordination. The change contributed to a measured improvement in response time, and gave support leads a consistent picture of who owned what.

New contacts with no origin

Marketing teams pushed customers to add their business account from many campaigns and channels, but once a contact landed they could not tell where it had come from. Channel performance was guesswork, and follow-up was the same for everyone regardless of how they arrived.

Counting was not the need

I interviewed users, followed their product usage over time, and gathered requirements as campaigns ran. The need was not a bigger contact counter. Teams wanted an attribution signal that was cheap to deploy across many campaigns at once, and that stayed useful inside the customer-management workflow they already lived in.

Carry the source into the workflow

When someone scanned a campaign QR code or clicked a short link, the platform recorded the associated campaign or source against that contact. Marketing teams could then read acquisition source directly on incoming contacts and configure automation from it — not just report on it later.

Segmentation that runs itself

Teams could attribute new contacts to the campaign or channel that produced them, which made segmentation, campaign analysis, and source-based automation easier to set up and maintain. User feedback described the flow as easier to use and the analysis as more straightforward.

The spreadsheet after the conversation

Orders arrived through online conversations, then got re-typed into Excel or Google Sheets afterwards. That doubled the admin work, made tracking unreliable, raised the risk of an order being missed entirely, and left the business unable to measure its own sales performance with confidence.

The workflow started too late

Customer conversations showed the root cause was not data entry itself. The order workflow began after the order already existed, and the data sat disconnected across three places: the customer conversation, the order record, and the business's own system. Teams needed one flow that captured complete order data at the first moment it existed.

Create the order in the conversation

I helped refine the workflow so an admin creates the order at the point of receiving the request — product selection, discounts, order creation, and receipt issuance in one pass. Where the client had a system of their own, order data could be pushed to it by API instead of being re-keyed.

Admins manage orders, not paperwork

Dependence on manual documents and spreadsheets dropped, and with it the risk of missed orders created by disconnected handovers. Order and sales data became easier to track, which supported customers pursuing a direct-order strategy and less exposure to third-party platform fees.