Abstract
One of the most integral aspects of the rapidly growing e-commerce sector is the effective and timely utilization of communication channels for managing all pre-sales and post-sales services provided to customers. This study examines the transformation of customer service processes within the e-commerce sector, focusing specifically on the case of Hepsiburada, one of the leading e-commerce retailers of Turkiye. The study consists of the analysis of the firm’s customer service platform transformation through localization. The authors used a phenomenal single-case study approach. The study findings demonstrate that with proper planning and cross-functional coordination, a tailored solution offers strategic advantages over more generic alternatives in customer service environments that demand speed, context awareness, and seamless omnichannel integration. As a result of this project, operational efficiency, customer service agents, and customer satisfaction results reached the global benchmark levels. Findings offer insights to academics and guidance to practitioners aiming to localize customer service platforms in fast-growing e-commerce markets like Türkiye. Case study outcomes benefit businesses aiming to implement similar customer service architecture to improve operational efficiency, customer loyalty, and long-term profitability in the highly competitive e-commerce industry.
Recommended Citation
Hindistan, Yavuz Selim; Ercan, Handan Derya; İskender, Tayfun; Özdemir, Hüseyin; and Yıldırım, Rıdvan, "TRANSFORMING CUSTOMER SERVICE IN E-COMMERCE: THE CASE OF HEPSIBURADA’S BESPOKE PLATFORM" (2025). CONF-IRM 2025 Proceedings. 9.
https://aisel.aisnet.org/confirm2025/9