[Guide] The Social Media Management Maturity Model

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Streamlining customer engagement: How Brandwatch helped Thrasio enhance customer experience


In today's highly competitive e-commerce landscape, customer engagement is more important than ever. From witty brand responses to personalized campaigns, brands must prioritize strong customer connections. 

Thrasio exemplifies this strategy by leveraging Brandwatch to build and maintain long-lasting relationships with its customers via social media.

About Thrasio

Thrasio is a rapidly growing company specializing in acquiring and operating third-party Amazon sellers. Founded in 2018. Thrasio has quickly become a major player in the e-commerce industry, especially within the Amazon marketplace. 

As a market leader in acquiring and optimizing Amazon FBA businesses, Thrasio recognized the critical role of effective customer engagement in driving business success. With a diverse portfolio of over 190 brands spanning various product categories, Thrasio faced the challenge of managing customer interactions across multiple social media platforms while maintaining high service standards. 

In this case study we’ll explore how Thrasio partnered with Brandwatch and utilized its Engage solution and AI Analyst Iris™ to: 

  • Streamline customer engagement processes
  • Improve response times
  • Enhance customer satisfaction

Challenges faced

Prior to implementing Brandwatch Engage, Thrasio encountered several challenges in managing its social media customer engagement efforts. With a significant presence on various social media platforms, including Facebook, Instagram, Twitter, and YouTube, Thrasio's customer support team struggled to keep up with the influx of inquiries and feedback. Additionally, they grappled with seemingly small logistical inefficiencies like managing multiple passwords and logins. 

This decentralized approach to managing a range of social media channels also led to difficulties in monitoring conversations and responding promptly to customer queries. Without a unified platform for aggregating and analyzing social media interactions, Thrasio was working with fragmented data and varying performance metrics, which hindered their ability to gain actionable insights.

Solution implemented

To address these social media challenges, Thrasio turned to Brandwatch. By leveraging platform features like Engage and the AI Analyst Iris™, Thrasio gained access to a centralized solution that aggregated customer interactions from various social media channels in real time. 

The intuitive interface of Brandwatch Engage allowed Thrasio's customer support team to work together to monitor social media conversations, assign team members, and respond to inquiries seamlessly across multiple channels from a single dashboard. Additionally, advanced features such as automated tagging and sentiment analysis empowered Thrasio to categorize and prioritize customer interactions effectively.

"Iris in Brandwatch is another really cool feature that populates responses using AI. Our team just needs to edit and approve it. Reviewing the AI-generated response suggestion saves us valuable time that would have otherwise been spent crafting a response,” explains Beaver Ulgasan, Director of Customer Experience at Thrasio. 

The time saved on responding manually means that members of the Thrasio team now have extra time for more mission-critical activities.

Implementation and adoption

Thrasio recognized the importance of proper implementation and adoption of the Brandwatch solution to realize its full potential. Ahead of the rollout, the customer support team went through comprehensive training sessions to familiarize themselves with the Brandwatch Engage platform and its features. 

These training sessions covered topics such as: 

  • Navigating the dashboard
  • Setting up alerts
  • Leveraging advanced analytics for actionable insights

Cross-training employees on social media support became more efficient for the Thrasio team, as they only need to learn to navigate a single interface for managing multiple social media accounts across different brands.

Results achieved

The integration of Brandwatch Engage yielded significant improvements in Thrasio's social media customer engagement metrics, including:

  • 50% reduction in response times to customer enquiries
  • 80% decrease in full resolution time
  • 15% increase in customer satisfaction

The following table will give you a feel for the metrics involved:

Metric Description Before Brandwatch (2022) After Brandwatch (2023) Improvement
First reply time The time it takes for an agent to reply to a ticket from the time it's created. 129 minutes 65 minutes 50% decrease
Full resolution time How long it takes to close or solve a ticket after it's created 6 hours 1.2 hours 80% decrease
Customer satisfaction A measure used to evaluate how satisfied customers are with a product, service, or overall experience provided by Thrasio 84% 97% 15% increase
Source: Zendesk

Scaling successful customer engagement strategies

Thrasio's partnership with Brandwatch and the implementation of Brandwatch Engage and AI Analyst Iris™ have greatly improved their approach to social media customer engagement.

Their approach to streamlining processes and leveraging data to make decisions is a great blueprint for other companies looking to use Brandwatch in a similar capacity. Here’s a quick overview of what they did. 

Key takeaways: How Thrasio streamlined customer engagement 

  • Centralized interaction: Thrasio consolidated customer interactions across various social media channels onto a single platform, streamlining engagement processes and boosting response times.
  • Making the most of AI: By leveraging Iris AI, Thrasio enhanced service quality and minimized escalations.
  • Data-driven decision-making: With comprehensive analytics from Brandwatch, Thrasio gained insights into customer sentiment and preferences, guiding strategic planning for future initiatives.

By prioritizing centralized customer interactions, leveraging predictive analytics, providing ongoing training and support, and embracing data-driven decision-making, Thrasio is well-positioned to maintain its competitive edge and deliver exceptional value to its customers across all social media platforms.


Falcon.io is now part of Brandwatch.
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Existing customer?Log in to access your existing Falcon products and data via the login menu on the top right of the page.New customer?You'll find the former Falcon products under 'Social Media Management' if you go to 'Our Suite' in the navigation.

Paladin is now Influence.
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Brandwatch acquired Paladin in March 2022. It's now called Influence, which is part of Brandwatch's Social Media Management solution.Want to access your Paladin account?Use the login menu at the top right corner.