Awfully Chocolate doubles response speed and engages 2K+ contacts monthly with SleekFlow’s WABA for Shopify

Awfully Chocolate began with a simple but ambitious vision in 1998: to perfect and redefine chocolate in Singapore. With their locally sourced, high-grade chocolate products, they have since grown to 11 stores across Singapore and 10 stores in China, offering not just chocolate but a curated dining experience in-store.

Discover how Awfully Chocolate uses SleekFlow to improve their customer engagement and streamline their operations below!

Challenges faced in the local chocolatier’s expansion

Managing large volumes of customer enquiries manually

Awfully Chocolate’s reputation for irresistible chocolate cakes grew, so did the volume of customer enquiries—ranging from product details to delivery status. With business expansion came the need for a more efficient system to manage customer interactions seamlessly. Awfully Chocolate recognised the importance of scaling their customer service operations to match their growth and sought a solution to streamline workflows while enhancing customer engagement.

Finding the right fit for their expansion

As Awfully Chocolate began their search for the solution to their customer enquiries, they were presented with many options, but they required one that could seamlessly integrate with their Shopify store while being user-friendly for their team. Many existing platforms lacked the flexibility they needed, making it essential to find a solution that not only addressed their enquiry management needs but also aligned with their broader business strategy.

Sleekflow has a straightforward UI that is friendly for all. You can figure it out within 1-2 days and begin conversing.

Christopher Hobday

Digital Project Manager

SleekFlow’s omnichannel solution for enquiry management

To support their growth, Awfully Chocolate adopted SleekFlow’s omnichannel shared team inbox, consolidating customer messages from WhatsApp, Instagram, Facebook Messenger, and website chat widgets into a unified interface. This allowed their team to engage customers seamlessly across multiple channels without switching between different apps and accounts.

A unified inbox for consistent service quality

The unified inbox ensures consistent service quality and a cohesive customer experience. Regardless of where customers initiate the conversation, Awfully Chocolate’s team can view all interactions across platforms in a single chat room. Features like internal notes allow team members to collaborate efficiently, ensuring smooth handovers.

Additionally, managers can easily track team performance, monitoring key metrics such as response time, response quality, and customer satisfaction rates. They can also provide feedback and guidance with internal notes, which are invisible to the customer, helping the team enhance their engagement strategies.

Enhancing business credibility with WhatsApp Business API

With SleekFlow, Awfully Chocolate secured Meta’s blue tick verification for their WhatsApp Business account. Even if customers haven’t saved their number, the official display name reassures customers that they’re chatting with the real Awfully Chocolate. This not only builds confidence but also encourages more engagement, making every interaction smoother and more reliable. Since implementation, they have received over 2,000 enquiries monthly.

Businesses who are not using WhatsApp in 2025 will be at a disadvantage, especially if you rely on leads— with WhatsApp, it is easier for customers to get in touch with us.

Christopher Hobday

Digital Project Manager

Automate replies to common FAQs in Flow Builder

With easy-to-create workflow automation, Awfully Chocolate automated responses to common queries like store opening hours, order enquiries, memberships, etc. This allowed customer service agents to focus on handling more complex customer queries, especially during peak seasons, doubling their customer service response speed.

Prior to SleekFlow, response time was less efficient with numerous repetitive enquiries. With SleekFlow, having that omnichannel capability greatly improved our efficiency and enabled us to retrieve data smoothly.

Christopher Hobday

Digital Project Manager

Instant data syncing from Shopify for comprehensive customer profile with native Integration

Awfully Chocolate’s Shopify store connects with SleekFlow seamlessly. The native integration allows instant data sync from Shopify to SleekFlow Social CRM, like recently viewed products, purchase history, and customer preferences, giving Awfully Chocolate a 360-degree customer view. 

Additionally, all the contact details can be viewed alongside the chatbox without switching tabs, allowing them to dynamically leverage customer data to tailor their messages for personalised customer support and product recommendations.

Turning enquiries into an active pool of subscribers

Beyond enquiry management, Awfully Chocolate transformed incoming customer enquiries into a growing pool of engaged marketing contacts. Whenever a customer makes an enquiry, they are automatically opted in as a subscriber. Then, Awfully Chocolate broadcasts targeted WhatsApp messages, including festive promotions, limited-edition product drops, and member-exclusive updates as their nurturing strategies.

To maximise effectiveness, Awfully Chocolate segments their audiences based on engagement levels, adding labels to recipients who read and interact with these broadcasts. These high-intent customers can be re-engaged with exclusive discount codes, redeemable on their online store, encouraging conversion while strengthening brand loyalty.

SleekFlow played a crucial role in managing high volumes of customer enquiries during festive periods, which allowed the team to respond swiftly.

Christopher Hobday

Digital Project Manager

Product highlight: Awfully Chocolate’s decadent Petit Cake

Meet the culprit behind Awfully Chocolate’s large enquiry volume– the Petit Cake. This decadent treat features an intensely dark, soft ganache over two layers of rich, luscious chocolate cake. True to the brand’s iconic style, the Petit Cake comes in a jewellery-inspired box with a hidden tray revealing a polished petit steel cutlery set. This dark chocolate treat can be served chilled for a firm bite or displayed earlier, letting it naturally soften into a melt-in-your-mouth delight. Order now for effortless luxury from Awfully Chocolate’s online store.

About Awfully Chocolate

Founded in 1998, Awfully Chocolate began with a single product—an all-chocolate cake crafted with locally sourced, premium chocolate with no preservatives. The brand has since redefined chocolate and expanded to 11 stores across Singapore and 14 in China. Awfully Chocolate has also introduced a restaurant concept, allowing customers to enjoy their curated chocolate cakes and desserts in-store. This later evolved into an entire chocolate buffet experience, catering to Singaporeans' love for their indulgent chocolate.