The challenge: A support team drowning in "where is my order?" calls

FreshCart is a fast-growing grocery delivery platform operating across Lagos, processing 4,500+ deliveries per day. Their customer support team of eight handled 7,200+ calls per month, with the vast majority relating to delivery status, missing items, late arrivals, and substitution complaints.
Lagos traffic and logistics infrastructure mean that delivery exceptions are frequent. Customers call repeatedly for updates, and the support team was drowning in repetitive "where is my order?" calls that prevented them from handling genuine exceptions.
A critical requirement: FreshCart's customer base communicates in a mix of standard English and Nigerian Pidgin English. Any automated solution needed to handle both fluently to avoid alienating customers.

The solution: Standard English and Nigerian Pidgin English, code-switching naturally within a conversation

Thrumble AI handles all front-line delivery support calls. The AI was configured to understand and respond in both standard English and Nigerian Pidgin English, with the ability to code-switch naturally within a conversation based on the caller's language preference.
The AI resolves: order tracking, estimated delivery time updates, missing item reports, substitution confirmations, and refund initiation for qualifying issues.
For complex complaints, the AI captures a structured case and escalates to a human agent with full context.
This was one of Thrumble's first deployments with Pidgin English language support, requiring custom voice model training to ensure natural, culturally appropriate delivery.

The results: The numbers speak for themselves

• 7,200 delivery support calls handled per month.

• 90% resolved autonomously without human involvement.

• Average call duration: 1 minute 10 seconds, down from 4 minutes 20 seconds with human agents.

• Customer satisfaction scores improved from 3.0/5 to 4.3/5.

• Pidgin English capability was highlighted as a key differentiator by FreshCart's CEO, with customers regularly commenting that "the phone person sounds like us."

The commercial impact: $85K saved. Repeat order rate up 12%.

$85,000 USD per year in support staffing costs saved, with four of the eight support agents redeployed to proactive customer retention and partner management.
The improvement in support experience has contributed to a 12% increase in repeat order rate, a critical metric for FreshCart's unit economics.
Deployed in 6 weeks, including Pidgin English voice model development and testing.

7,200 calls. English and Pidgin. 90% resolved. Sounds like Lagos, works like clockwork.