How Croma, India’s Largest Multi-Brand Electronics Retailer Unified Customer Service Across 550+ Stores

Situation Overview:

Modern retail customers move effortlessly between digital and physical channels. They research online, purchase in-store, raise service requests through chat, and seek post-purchase support over WhatsApp or voice all expecting businesses to remember who they are.

Croma’s existing CX infrastructure struggled to keep pace with this growing complexity. Customer information was fragmented across multiple systems, making it difficult for service associates to access complete context, resolve issues quickly, and deliver consistent experiences across channels.

To support its continued growth, Croma needed a platform that could bring every customer conversation together while equipping frontline teams with the intelligence needed to serve customers faster and more confidently.

Challenges

• Fragmented Customer Data

Customer interactions were spread across stores, websites, Tata Neu, BigBasket, voice, chat, and WhatsApp. Service associates lacked complete customer context, making it difficult to identify returning customers or continue conversations seamlessly.

• Frontline Teams Lacked Real-Time Context

Associates often had to respond without sufficient customer information. Slow access to historical interactions reduced confidence, delayed issue resolution, and affected service quality.

• Scaling Omnichannel Support

As interaction volumes increased across multiple channels, the legacy platform struggled to manage the complexity while maintaining the speed customers expected.

As we grow and as customers seamlessly move across channels, it becomes critical that they can be serviced on any channel. We realised we need to give the consumer the experience they deserve, and that made it a very easy choice to move to Kapture.

– Shibashish Roy
CEO & Managing Director, Infiniti Retail Limited (Croma)

The Solution

To create a truly connected customer experience, Croma partnered with Kapture CX to build a unified, AI-powered omnichannel service platform.

• Unified Omnichannel Platform

Kapture CX consolidated customer conversations from every touchpoint into a single platform, giving associates a complete, real-time view of each customer regardless of where the interaction originated.

• AI-Powered Agent Assistance

Kapture’s AI capabilities were embedded across live chat, voice, and WhatsApp to provide:

• Real-time customer context
• Intelligent response suggestions
• Next-best-action recommendations
• Faster routing and issue resolution

Instead of replacing human interactions, AI empowered associates to focus on empathy while automation handled repetitive processes.

• Built for Speed and Agility

Kapture worked closely with Croma’s technology leadership to customize workflows, integrations, and omnichannel processes, enabling rapid deployment that matched the pace of changing customer expectations.

The question we asked was straightforward: if a consumer imagines an experience, can we deliver it at pace? And do we have a partner who can move at that pace alongside us? That was the defining factor in choosing Kapture.

– Shibashish Roy
CEO & Managing Director, Infiniti Retail Limited (Croma)

Business Impact

Following the implementation, Croma transformed how its frontline teams engage with customers across every channel.

Empowered Frontline Associates

With complete customer visibility and AI-powered assistance, store associates became more confident in resolving customer queries quickly and accurately, improving both employee satisfaction and service quality.

• Unified Customer Intelligence

Bringing every customer interaction into a single platform has given Croma a comprehensive understanding of customer behavior across digital and physical channels, enabling more informed engagement strategies.

• Faster Decision-Making

Real-time customer insights provide leadership with better visibility into service operations, helping teams identify trends, optimize processes, and make quicker business decisions.

• Consistent Omnichannel Experiences

Whether customers engage through retail stores, the website, Tata Neu, BigBasket, voice support, or WhatsApp, they now receive a seamless and connected experience across every touchpoint.

• Confident Frontline Teams

Associates now have complete customer context and AI-assisted guidance at every interaction, enabling faster resolutions, more personalized conversations, and greater confidence while assisting customers.

The biggest value Kapture brings to our organisation is the delight I see on the faces of our customer service associates when I visit our stores. The ease with which they have adopted the solution, and the genuine happiness with which they speak about it—for me, that is the single biggest win.

– Shibashish Roy
CEO & Managing Director, Infiniti Retail Limited (Croma)

Looking Ahead

Croma continues to strengthen its partnership with Kapture CX by expanding AI-powered customer engagement across chat, voice, and emerging channels.

The company is also investing in Data Forge to create a unified customer intelligence layer across business functions, enabling more personalized customer experiences and faster operational decision-making.

As AI increasingly automates repetitive customer interactions, Croma aims to empower its workforce to focus on high-value conversations while delivering the seamless omnichannel experience modern customers expect.

The way the Kapture team has brought together live chat, FAQs, Q&A, and the ability to continuously evolve and move at our pace has been genuinely impressive for our team.

– Suman Guha
CDO, Croma

Whether your customers engage online, in-store, over chat, or through voice, Kapture CX helps you deliver connected, AI-powered experiences across every touchpoint. Elevate your customer experience with Kapture CX. Book a personalized demo and discover how modern customer service automation can transform your business.