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Thailand’s Largest Crypto Exchange Bitkub Expands use of Freshworks Products to Create an Employee and Customer Experience 


Bitkub Exchange, one of ASEAN’s leading cryptocurrency exchanges and Thailand’s largest, has selected Freshworks, a global leader in business software, to modernise the customer service operations of its cryptocurrency exchange platform.

The Bangkok-based company started as a Freshservice™ customer and recently implemented Freshdesk™, a cloud-based omnichannel customer engagement solution, to provide its customers with faster, more personalized support. The consolidation of customer and employee support solutions has helped Bitkub reduce costs and increase business efficiency.

Bitkub carries out more than 90% of Thailand’s crypto transactions and handles a daily trade value of $25 million. Amid a period of global economic uncertainty, the crypto giant hoped to reduce operational costs while meeting customer demand. The company’s previous customer support software was complex, leading to various hidden costs to operate and maintain it.

“We are always looking for ways to improve our customers’ experience and make it easy for them to get the support they need on our trading platform. We chose a service provider that could optimise our customer engagement platform and future proof it,” said Atthakrit Chimplapibul, Chief Executive Officer at Bitkub Exchange. “Freshdesk offered a solution that allowed us to achieve our customer engagement goals without having to pay for features that we neither need nor use. This will help us keep pace with rapid changes, especially in exceeding customer expectations, without driving up our costs.”

Relying on Freshworks since 2021 

Bitkub started using Freshworks products in 2021 with their use of Freshservice for IT. The team was able to deflect 60% of tickets received which helped IT agents focus on high-value work and increased productivity resulting in an overall 64% improvement in average resolution time. The team also managed to take the First Call Resolution to 100% with an increase in employee satisfaction scores.

“We are excited to expand this partnership with the adoption of Freshdesk to help them meet their customer service metrics goals with rapid time to value. With AI-powered features and automation, Bitkub will be able to provide personalised customer service,” added Simon Ma, Director and Regional Manager in ASEAN at Freshworks. “Businesses benefit greatly from consolidating their business software under one vendor and we can’t wait to see how Bitkub manages both customer and employee engagement with Freshworks software.”

“The choice to switch over to Freshdesk was made after carefully considering four other customer experience vendors with five key factors in mind: functional and technical capabilities, implementation and migration plan, local support and point of contact, scalability in the long term, and overall value of the offering,” added Chimplapibul.

Freshworks was able to exceed Bitkub’s expectations, seamlessly migrating millions of customer records in a record time of 12 weeks with significant savings.