Eliminating customer service silos forever,
improving service, and reducing costs

At a glance


Rapha is a cycling apparel company born in 2004 with the aim of bringing a community of cyclists together, united by a love of the sport. As well as developing its line of cycling clothing and accessories, Rapha founded their own Cycling Club in 2015, which has grown to more than 16,000 members worldwide.

Switched from: Zendesk


London, United Kingdom


90 agents


Direct to consumer, Ecommerce


Improvement in CSAT scores


Increase in efficiency


Increase in customer retention

The Challenge

Before Dixa, Rapha had an aspiration to become a global, unified #onerapha team. To unlock this opportunity, Rapha needed a platform that had the same mindset. They wanted to get rid of their reliance on old-school siloed ways of thinking and work instead to create one effective funnel of communication. This would enable anyone in the business to respond when customers got in touch, regardless of the channel or time of day.

In a world with an abundance of brands and options, Rapha knew that product differentiation was getting tougher and customer experience would become the main differentiator in their space, above everything else. By placing an emphasis on the customer experience even over the product itself, Rapha knew that it would become a brand with lifetime value ingrained in its message and culture. They wanted to create an experience that would keep their customers coming back for more by building long-lasting relationships with them.

Rapha’s previous ways of working were clunky. Essentially, they attempted to “sticky tape” various customer inquiries together across channels. Rather than spending time and resources trying to get these different systems to work together, Rapha wanted to find one system that could do it all. They wanted to implement a structure that could flow as one, allowing them to create efficient processes that would benefit their customers at the same time.

We had an aspiration before Dixa to become a global #OneRapha team. To unlock that opportunity, we needed a platform that was within the same mindset around not having siloed ways of thinking and working. Dixa has provided us with this one-screen wonder.”

Rob Pierce Customer Operations Director Rapha

The Solution

Improved CX with a human touch

By having all customer conversations across channels neatly organized in one system, Rapha’s customer service team has more time to develop relationships with its customers instead of clicking between different systems to know the customer’s history with Rapha. Additionally, being able to recognize customers across different channels by name helps Rapha further deliver the kind of personalized experience online that they provide their customers with at their clubhouses. Through Dixa’s simple and unified customer service software, it was easy for Rapha to achieve the ‘brand friendship’ experience they’ve always wanted, ensuring its communication with customers is both engaging and personal.

Elimination of channel silos

As Rapha’s support team no longer needs to juggle a different system for each customer service channel, agents no longer have to think about adjusting their tone based on whether they are answering a call, email, chat or social media message. Instead, the focus now lies on creating an exceptional human interaction, irrelevant of whichever channel the customer uses. In shifting the focus from approaching support on a channel basis, Rapha’s agents have become more efficient and effective.

Overall company growth

With Dixa in place, Rapha is growing as a company due to an increase in customer satisfaction and retention. Rapha’s partnership with Dixa places the customer experience at the heart of the business. Working together to develop and evolve the technology around the brand and its customers will help to unlock new opportunities for Rapha and its relationship with cyclists as the sport evolves and grows.

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