How Qazoner Group stopped chasing customers manually and increased sales conversion.

An ethno-decor manufacturer from Kazakhstan automated follow-ups, reduced first response time from 40 minutes to 10 seconds, and expanded to three marketplaces without growing their sales team.

Gulnaz Kadyr, CEO of Qazoner Group, spent a long time searching for a solution that didn't exist. Her company produces ethno-decor: wall paintings, clocks, medal hangers, and family trees. These are handmade products, requiring a personal touch, dealing with active customers who have questions, and sales managers who physically lacked the time to process every lead.

«I think every sales department, not just ours, has this problem: you always need to follow up with the customer. They don't always come in hot and ready to buy. We had to constantly monitor the manager—checking if she was doing the follow-up and sending the right scripts.»

The standard solutions she found offered the same thing: a script-based bot providing consultations based on a knowledge base. This was not enough.

A problem familiar to every sales department

Qazoner Group sells on Kaspi and Wildberries, and is preparing to launch on Ozon. Customers write in with questions, and then the chaos begins: the manager must reply, clarify details, send layouts, remind, and remind again. The first response time reached 40–60 minutes. This acted like cold water on hot interest.

The follow-up issue was even more acute. A customer would write in, show interest, go away to think, and disappear. Without systematic follow-ups, most of these leads were lost forever. Monitoring each manager manually is impossible: you either hire supervisors or accept the losses.

The Solution: Automation based on psychotype

When Qazoner Group started working with Airi, the team didn't offer a template; they dove into the business specifics and built scenarios for specific tasks.

Entry point. When a customer writes in saying, for example, they want to order a medal hanger, the bot immediately takes the initiative: it asks clarifying questions via interactive buttons regarding the sport, city, and child's name. The manager receives a completed order card before even opening the chat. The response time is literally seconds.

«The customer just taps, selects the sport, and writes the child's name. We immediately take this ready-made information, create an electronic version, and send it to the customer. When they see a rough sample of their product, they buy immediately.»

Automated follow-ups. Customers who did not buy on the day of contact receive follow-up messages after a set period of time. The scenarios adapt to the customer and the context of the dialogue.

AI hints for managers. The system analyzes the customer type and, in real-time, suggests to the manager exactly what to say: what information to provide and what argument will work. Rigid scripts are becoming a thing of the past.

«Scripts in a strict format just don't work. People have become very flexible; psychology changes often. That kind of flexibility is exactly what is needed. And in Airi, we found it.»

First launch: 1000 messages at once

The first mass broadcast to open leads became a true test, in a good way.

«When the first follow-up started, it was about a thousand messages. We had been preparing for this for a long time. We had to spend three days processing the incoming requests—after the mailing, customers responded, asked for samples, and made orders. It was a colossal amount of work.»

Today, the system works differently: not a thousand at once, but a steady flow. 50 new inquiries a day, and the next day, those who didn't buy receive a personalized message. No manual control. No KPIs to check.

Results

Metric	Before	After
First response time	40–60 minutes	Seconds
Follow-up control	Manual	Automated
Manager workload	High	Focus on closing the deal

According to Gulnaz, this is not the limit: the company continues to refine the scenarios and is preparing to add a new product to the system.

What's Next: Orteke

Qazoner Group recently revived the Kazakh musical puppet art of Orteke. It is included in the UNESCO Representative List of the Intangible Cultural Heritage of Humanity. Test sales are already underway. The next step: upload the data to Airi and launch automated scenarios for the new product.

«When everything works the way we intended — and it's already working, just a little bit left — we will be able to loudly shout: this is made in Kazakhstan. This is a truly unique product. I couldn't find anything like it anywhere.»