Social Media Tool Feature: Airwoot – A Social Customer Service Helpdesk


AirwootAbout the tool!

Airwoot is a New Delhi based engineering company that is trying to radically improve the way customers engage with the businesses today. We are doing this with the combination of data science and user experience.

Today’s customers are highly opinionated, always on the go and ever connected. Through social media they can reach out to a brand wherever they are.

Airwoot is a social customer service helpdesk which enables brands to deliver real-time customer support on top of social media.

We are empowering the next generation of customer support to identify these customers, to proactively connect with them in real-time and deliver exceptional customer support experience.

Who founded the product/company?

Airwoot was founded in 2012. The team consists of Ph.D researchers and have previously worked for Apple, Disney and Opentable.

We started out by algorithmically mining consumer buying intentions from twitter, in order to predict the next money spent. While on it, we realized more consumers were found complaining about the product than accepting and endorsing the product.

We then started tracking 35 most active international brands on twitter and realized that they are not able to handle the social engagement appropriately with often slow and ineffective responses.

It’s only when we studied the tools which these brands are using to do social customer support, we realize that there is no optimized solution out there for brands, and we started the journey with Airwoot.

Airwoot got incubated at ‘The Morpheus’ in August 2012 and has recently closed first seed round from some of the prominent angel investors of India including Sasha Mirchandani and Google India MD Rajan Anandan.

What platforms does it cover?

Airwoot covers two of the most active social media engagement platforms – Facebook and Twitter. Next up, we are in the process of adding Google+, Youtube and Foursquare.

Features of the tool?

Airwoot is a SaaS product which gives you a real-time social media command center right in your browser!
Airwoot uses sophisticated natural language processing and machine learning techniques to pick out the actionable conversations in real-time.

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It automatically identify people who need engagement in real-time. And that’s not it, the more you use it the smarter it gets. Airwoot capture your social etiquette and creates a social priority inbox for you.

With seamless connect, it just takes 5 minutes for a brand to signup and start engaging with their customers. Airwoot features:

  • Listen, in real-time for users mentioning brands on social channels.
  • Identify, customers who need help from the brand.
  • Collaborate, with your team in real-time in order to provide support.
  • Set & Track, measurable social goals such as service levels for responses and customer satisfaction.
  • Manage, complex workflows with multiple social media channels.
  • Analytics, to help improve brand’s health

What analytics support does the tool provide?

Airwoot Analytics are primarily performance-based analytics.

  • Social mentions and Issue traffic
  • Resource Allocation heatmaps for teams
  • Social Goals Measurement (Response/Resolution SLA metrics)
  • Trending Issues and insights
  • Customised scheduled reports

Does it give an option to download reports?

Yes, Brands can download detailed data under any given time range.

What kind of sentiment analysis does it do and how accurate is it?

We have learnt that Sentiment Analysis is not the best way to help brands in real-time customer engagement.
1 in 4 people in the world is on social network today with 1.7 Billion monthly active users globally and 127 million monthly active users in India.

We are right in the middle of this new generation of customer support and engagement where people are using social media to engage with the brands in variety of ways:

  • an angry customer is asking for delivery status to an e-commerce brand on twitter.
  • a happy woman asking for styling suggestions to a famous fashion brand on facebook.
  • a guy on the road asking for a store location which he is not able to find.
  • one can order chicken rolls using a tweet.

At Airwoot, we have built a powerful semantic engine which filters and classifies each social media mention in order to figure out if it requires the brand response or not.

Accuracy of Actionable Engine: 80%+

What are the brands/agencies that are using this tool?

We launched our service in November this year and have already acquired few of the prominent brands of India including Snapdeal, Makemytrip, Paytm.

We have helped our brands achieve a lot higher quality of engagement and

  • 4x faster response times
  • 3x better customer satisfaction

Pricing & Packages

We are not disclosing the pricing of the tool publicly, yet.


Unlike emails, social customer support is still not standardised in enterprise workflows. Due to this, the CXOs and the stakeholders responsible for social media and customer support are taking decisions which are best to their know-how. Often, they adhere to sub-optimized solutions and care about metrics which are not directly correlating to the business success.

Social is rapidly evolving and so are the metrics which impact brand health, too. In the next phase of development, We will provide brands with real-time actionable insights from the social media which helps them use customer interactions as a direct feedback into their business processes.

We get from our customer their most precious asset – their customer data and in return we promise to look after it better than they can.

The Team

Airwoot is growing rapidly. The team consists of Ph.D researchers, Experienced platform developers, UI Designers and have previously worked for Apple, Disney, Opentable, GE Research and Saatchi & Saatchi.

Are you hiring?

Yes, we’re looking for incredible talent to help grow our team and company.