A brief history

Wakefit was founded by Ankit Garg and Chaitanya Ramalingegowda in 2016. Ankit, a chemical engineering graduate, began researching the mattress industry while working at the Bengaluru-based startup. He discovered that the sleep industry needed to be more cohesive, with established companies focusing solely on selling mattresses and neglecting the importance of quality.

In 2015, Ankit purchased a few hundred mattresses and sold them on Amazon to understand the unit economics. This experiment yielded a profit of INR 60 lakh.

However, Ankit was not content with merely selling mattresses online. He aimed to create high-quality mattresses that were sober, durable, and conducive to good sleep. With this vision, he and his colleague Chaitanya quit their jobs and officially launched Wakefit as an online retail business in 2016. With the growing popularity of e-commerce and increasing health awareness, the market was ready for its innovative approach.

The Wakefit business model

Aggressive pricing and focus on quality

Wakefit ensures world-class quality by importing almost all raw materials from Europe and the Middle East, guaranteeing consistency and high standards in the chemicals used. Manufacturing occurs in Bengaluru, and quality checks are conducted in Europe.

As an established D2C brand, Wakefit eliminates intermediaries, allowing them to offer prices 50 percent lower than their competitors, ranging between INR 5,000 and INR 26,000.

Customer support and centricity at the core

Wakefit's commitment to customer satisfaction is evident in its 24x7 customer support team and industry-leading 20-year warranty period on mattresses. This level of support helps Wakefit stay ahead of the competition.

A key differentiator for Wakefit is their 100-day trial period for all products. This approach allows customers to experience the high-quality comfort of Wakefit mattresses, making it difficult to say no to affordable luxury after 100 days.

Deep research and spotting sweet spot

Wakefit's extensive research has provided deep insights into customer needs. For example, they discovered that 48% of people in India suffer from back problems, and they incorporate such insights into their product designs.

Recognizing that many people in metro cities, especially millennials, prefer renting, Wakefit has partnered with online furniture and home appliance rental platforms to offer their mattresses and rental beds.

But what was hampering Wakefit's customer experience?

For D2C brands, delivering a positive customer experience at every touchpoint is crucial. This includes interactions via the website, email, SMS, IM messaging, and voice calls. Failing to maintain excellence in any of these areas can significantly drop brand reputation and customer experience.

Wakefit faced challenges in leveraging voice calls as an effective touchpoint. Their customer support team struggled to seamlessly connect with buyers for service workflow, such as order confirmations, delivery updates, and handling complaints. 

This gap in their communication strategy made it difficult to ensure a smooth and satisfactory customer experience. Consequently, the company realized the importance of:

• Letting customers identify when Wakefit is calling

• Establish immediate trust and brand relativity

• Letting customers know the reason for the call

How does Truecaller Verified Business Caller ID make Wakefit’s customer communication seamless and experiential?

Our team has continuously supported Wakefit, enabling them to provide consumers with an authentic and trustworthy calling experience through Truecaller for Business.

We have implemented several key features to enhance their communication:

• Green screen Caller ID: This feature visually reassures customers about the trust and safety aspects of the call, making them more likely to engage positively.

• Accurate and prominent branding: By displaying a non-editable brand name and logo, we help establish a strong brand identity. Customers instantly recognize Wakefit, which fosters trust.

• Verification badge: These badges guarantee the call's authenticity, assuring customers they speak with a verified Wakefit representative.

• Business category tags: Adding these tags gives the call more identity and personality, making it clear that it is from a specific business category related to Wakefit's services.

When a delivery agent calls for address confirmation, the consumer's phone screen displays Wakefit's logo, name, verified tick, and business category tag, as shown below. This clear identification has significantly improved the customer experience.

Results

Our verified business caller ID solution has enhanced Wakefit's communication efficiency by 15%. Customers clearly know who is calling them, reducing confusion and increasing response rates.

Wakefit has also adopted Truecaller’s Video Caller ID capability to distinguish its customer support calls. This feature allows Wakefit to augment its verified caller ID with different business use case videos, providing consumers with a more engaging and rich media calling experience.

The collaboration with Wakefit’s customer experience team has been a remarkable journey, showcasing the power of effective communication tools in building trust and improving customer satisfaction.

Our team worked closely with Wakefit's customer experience department. This partnership allowed Wakefit to address customer queries more efficiently, provide accurate order confirmations, and handle complaints more easily. The result was a significant improvement in their communication process, leading to higher conversion rates and enhanced brand credibility.

Here’s what Rachit Saran, the GM of Customer Experience at Wakefit, had to say about our successful partnership: