How GQ Apparel Cut Response Time by Half and Lifted Same-Day Service to 90%+
From Channel Overload to Customer-First Speed
GQ Apparel
GQ Apparel (Supara Group) is Thailand's leading men's apparel brand with nearly 60 years of history and an omnichannel presence spanning over 22,000 points of sale across Southeast Asia. Headquartered in Bangkok, the brand operates more than 200 retail stores alongside a growing direct-to-consumer e-commerce operation across Shopee, Lazada, TikTok Shop, and its own Shopify-powered website.
Known for its "Workwear That Works" positioning and tech-forward product lines, including Cool Tech Jeans, SMELLBLOCK™ Socks, and Perfect Chino™ Pants, GQ Apparel manages high-volume customer conversations across social media and marketplace channels every day.
High message volume arriving across 19 separate channels including Facebook, Instagram, LINE, TikTok Shop, Shopee, and more, with no unified view, causing delays and missed conversations.
Unified inbox consolidating all 19 channels into a single workspace, with smart routing assigning every conversation to the right team member the moment it arrives.
Missed conversations dropped by 25.79% week-over-week. Every message now routes to a named agent. No conversation falls through the channel gaps.
Average response time of 13 minutes 34 seconds, with only 76.3% of conversations resolved within 10 minutes, created friction for customers shopping across multiple channels.
Zaapi AI Agent, trained on GQ Apparel's products, sizing guides, and order policies, resolves routine enquiries instantly and operates 24/7 across all connected channels.
Average response time fell to 7 minutes 10 seconds, a 47% improvement. The 10-minute response rate increased from 76.3% to 90.3%, while handling over 14,000 customer conversations in a single month.
No visibility into team response performance across channels. Managers could not identify which agents or channels were causing delays or driving missed conversations.
Analytics dashboard tracking 12-hour and 10-minute response rates, missed conversations, and average response time per agent and per channel, updated in real time.
12-hour response rate sustained at 97.9% across all channels. Team managers can now pinpoint gaps and act on performance data instead of relying on estimates.
The Result
Zaapi helped GQ Apparel unify customer conversations from 19 channels into one inbox and automate routine enquiries with an AI Agent trained on the brand's products and policies. Combined with smart routing and real-time analytics, the solution improved response speed, reduced missed conversations, and helped the team deliver faster, more consistent customer support at scale.
Chakkrit Phonthatsa, Customer Service Manager
“Before Zaapi, our team was constantly switching between channels and still falling behind. Now all 19 channels are in one place, and our AI handles the routine questions around the clock. Our response time is down by nearly half, and customers feel the difference and so does the team.”
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