How NNIO went from four siloed teams to a 2.6X repurchase rate, supported by the Productivity Solutions Grant

NNIO is a Singapore electronics brand that launched in 2024, specialising in air and cooling products and home appliances. In less than two years, the business had expanded across more than 90% of Singapore's major retail chains, every major e-commerce platform, and into Southeast Asian markets.

As the brand expanded, customer enquiries became harder to manage across multiple channels. NNIO needed a scalable customer engagement system that could support customers after hours, unify conversations, and help the team respond faster without adding unnecessary headcount.

Challenges facing a fast-growing young brand

Four siloed teams, with no shared view of the customer

Before SleekFlow, NNIO’s customer enquiries were split across four separate groups. Marketing handled social media, the e-commerce team managed website enquiries, retail promoters and key account managers supported chain store customers, and a separate team took phone calls.

Without a shared view of conversations, no team had full visibility into what a customer had asked, who had replied, or whether the enquiry had been followed up at all. If a customer messaged on Instagram and later called in, two different teams could respond with different answers — or the enquiry could be missed entirely.

This created inconsistent customer experiences, made follow-ups harder to track, and left management with little visibility into where conversations were breaking down.

Campaign surges made fast, accurate replies harder to sustain

During major e-commerce campaign days, NNIO’s enquiries and sales could spike sharply after office hours, with up to 50 enquiries continuing past midnight once deals launched at 8pm. Customers needed quick answers before vouchers expired or stock ran out, and delayed replies could easily mean lost sales.

Enquiries were not always simple either. NNIO’s wide product range often required the team to check specifications, warranty terms, stock availability, and delivery details before replying accurately. With the same team responsible for both late-night enquiries and next-day fulfilment, every manual reply added pressure to an already time-sensitive operation.

Limited customer visibility created gaps in support and retention

Before SleekFlow, NNIO did not use messaging channels for customer support, so customers could only reach the business by phone. Of roughly 15 calls received each day, more than half went unanswered, and at least one missed call led to a negative Google review.

The bigger issue was retail customer visibility. Offline buyers were not captured in NNIO’s records, making it difficult to verify purchases, support warranty enquiries, or re-engage them with future campaigns. Without first-party customer data, NNIO had limited ways to drive loyalty and repeat purchases.

The solution: SleekFlow's AI suite, backed by the PSG for GenAI Customer Engagement Chatbots

NNIO needed a scalable way to manage enquiries across channels, support customers after hours, and reduce repetitive manual work as enquiry volume grew. With SleekFlow, NNIO consolidated its enquiry channels into one shared inbox, with AI Agents acting as the first layer of support to handle routine enquiries, route conversations, and capture customer data.

Through IMDA’s Productivity Solutions Grant (PSG) for GenAI Customer Engagement Chatbots, NNIO received up to 50% grant support on its subscription, helping the team adopt AI-driven customer engagement earlier. This helped NNIO manage growing enquiry volume more efficiently while gaining better visibility across every conversation.

"Without the PSG, we might have adopted SleekFlow half a year later, maybe even a year later."

Felicia Tan

D2C Growth Lead, NNIO

Shared inbox: one customer view across every channel

Building a 360° customer profile

With SleekFlow, NNIO introduced WhatsApp as its primary support channel and consolidated it with Instagram, Facebook, website live chat, and other enquiry platforms into one shared inbox.

Customer data from conversations and connected systems builds a 360° customer profile, giving the team visibility into purchase history, previous interactions, and what was last discussed. Customers no longer have to repeat themselves, while management can oversee conversations across every channel.

Never losing track of a conversation

Incoming conversations can also be routed to available team members using Flow Builder, helping NNIO distribute workloads more evenly and ensure no enquiry is left unattended.

If a customer sends a DM on Instagram, opens live chat, and follows up on WhatsApp within minutes, the team can identify them as the same customer, route the conversation to one team member, and respond with a single, consistent answer.

That data also feeds the marketing pipeline: existing customers receive discount codes to encourage repeat orders, while unconverted leads are pushed to Meta for retargeted ads.

Keeping handovers seamless with internal notes

At NNIO, the customer service team manages general questions and after-sales support, while the e-commerce team handles fulfilment. Because both teams work closely together across the customer journey, smooth collaboration is critical.

With SleekFlow, handovers no longer require teams to restart the conversation. When an enquiry needs input from another team member, internal notes allow the team to tag the right colleague and summarise key context, including what the customer has asked, what has been promised, and what needs to happen next. The handover happens behind the scenes, keeping the experience seamless for the customer.

AgentFlow: always-on support for routine and complex enquiries

An Agent available beyond office hours

With AgentFlow, NNIO’s AI Agent responds to customers even when the team is offline, keeping the brand available when purchase intent is highest.

During campaign periods, customers often ask time-sensitive questions about delivery timelines, return policies, warranty terms, stock availability, and voucher usage. Instead of waiting until the next working day, they get immediate answers that help them move forward.

When human support is needed, the AI Agent collects the relevant details and lets the customer know that a team member will follow up. This reduces after-hours manual work while ensuring enquiries are captured instead of missed.

Guiding customers through product and voucher enquiries

NNIO’s wide product range means customers often ask detailed questions about specifications, compatibility, usage, warranty, stock availability, and delivery. By training its AI Agent with product information from its website and documents, NNIO can provide accurate answers quickly and at scale, without requiring team members to manually check every detail.

The AI Agent also recommends suitable products based on customer needs, such as room size, budget, and preferred features, or offers comparable alternatives when an item is unavailable. For more complex enquiries like climate voucher redemption, it guides customers through eligibility, what to expect, and how to place an order, with the e-commerce team stepping in only when scheduling or logistics require human input.

In Singapore’s multilingual market, the AI Agent can also respond when customers switch languages or request support in Chinese, helping NNIO continue the conversation in the customer’s preferred language.

“Even though the customer knows that they’re speaking to an AI agent, they often thank us for the fast response, and also for the efficiency.”

Felicia Tan

D2C Growth Lead, NNIO

Turning offline purchases into first-party customer data with WhatsApp Flows

NNIO used Flow Builder to trigger a WhatsApp Flow that turns in-store warranty registration into a customer data capture journey. After buying from a retail store, customers are prompted to register their product through WhatsApp, capturing key details such as the item purchased, purchase channel, contact information, address, and email.

This gives NNIO a record of retail customers who would otherwise remain unknown after purchase. When they reach out later for warranty support or product questions, the team can quickly verify their purchase history and provide the same quality of service as online customers.

Beyond support, these first-party customer records allow NNIO to re-engage retail buyers through future campaigns, repeat purchase offers, and loyalty-building touchpoints.

The results: faster replies, leaner operations, higher retention

For NNIO, the impact of SleekFlow was felt across customer support, team productivity, and revenue performance.

40% faster replies

NNIO responds faster while customer intent is still high, reducing missed opportunities during campaign peaks and product enquiries.

Up to 30% of enquiries resolved by AI

Routine questions are handled without human involvement, freeing the team to focus on fulfilment, follow-ups, and growth.

"Last time we really missed so many phone calls. Now we follow up with almost 100% of them." 

Felicia Tan

D2C Growth Lead, NNIO

260% higher retention

With better customer visibility and faster support, NNIO can re-engage more customers and drive repeat purchases.

From 14+ people to a focused team of three

Enquiry management is now handled by two customer service agents and one e-commerce team member, while marketing can focus on content and paid acquisition.

20% increase in completed checkouts and 5% higher conversion rate

Faster responses and AI-powered support help more customers move from enquiry to purchase.

For a young brand scaling fast, SleekFlow made it possible to handle growing customer volume without increasing headcount at the same pace — with less manual work, fewer missed enquiries, and less stress.

About NNIO

NNIO (pronounced EN-NIO) is a Singapore home appliances brand founded in 2024. Built around a simple goal — making everyday life easier — the brand offers air and cooling products, vacuum cleaners, cooking appliances, instant shower heaters, and water dispensers, designed to deliver premium features at fair prices. Within two years of launch, NNIO has distributed its products across more than 90% of Singapore's major retail chains and all major e-commerce platforms, with its own showroom and service centre at Paya Lebar and exports across Southeast Asia.

www.nnio.asia