RAPID Integration Automation Cuts Order Failures and Boosts Customer Satisfaction
FAST FACTS
Industry:
eCommerce
Specialty:
Omnichannel retail and direct fulfillment
Solution:
Order flow automation and real-time observability
Users:
Fulfillment, CX, and technical operations teams
ABOUT THE PROJECT
A leading omnichannel retail brand partnered with Cognativ to resolve rising operational friction caused by poorly integrated systems and a lack of visibility across their order lifecycle. Although consumer demand was strong, internal workflows were collapsing under the pressure of disconnected tools, reactive support, and inaccurate data. Customers were experiencing delayed shipments, inconsistent updates, and product unavailability—even when inventory existed.
PROJECT IDEA
- Build a robust integration architecture synchronizing real-time order data across ERP, OMS, WMS, and CX platforms.
- Enable automated exception handling and live alerts to reduce fulfillment delays and downstream support volume.
- Provide every team with a unified dashboard that offers true order observability and customer interaction history.
PROJECT CHALLENGES
- Tool-Stack Paralysis: The business ran on six disconnected systems (ERP, OMS, WMS, eCommerce, CX, finance) that lacked reliable data flow.
- Order Flow Failures: A single missed API call or queue delay could leave orders in limbo—creating customer dissatisfaction and loss.
- No Observability Layer: Support teams were flying blind. They lacked a real-time view of order status, failure points, or system health.
- Reactive Support Experience: Customer service was caught off guard by failures they couldn’t see coming, creating friction and escalations.
RESULTS
- 22% reduction in order cancellations across SKUs with historically high failure rates.
- +18 Net Promoter Score (NPS) improvement through proactive CX and fewer missed expectations.
- 1 unified observability platform connecting 7 critical systems.
- 40% less manual order triage required across support and fulfillment teams.
BUSINESS CHALLENGES
While the client had invested heavily in traffic generation and brand awareness, the post-purchase experience failed to meet expectations. As order volumes grew, legacy systems struggled to maintain sync. Customers would order products showing “in stock,” only to receive backorders. Fulfillment lagged behind confirmations. And every new campaign exposed another weak link in the backend.
Internally, frustration mounted. Operations blamed tech. Tech blamed marketing. CX absorbed the fallout. And leadership lacked a shared dashboard that could reveal root issues. Attempts to patch with middleware or batch jobs added latency, not clarity. The brand’s growth was outpacing its systems, and customer loyalty was starting to slip.
WHY ECOMMERCE LEADERS TRUST COGNATIV?
Cognativ specializes in turning system chaos into intelligent, interconnected platforms. Our SmartSaaS™ and RAPID frameworks help eCommerce brands eliminate manual errors, boost fulfillment speed, and give support teams the visibility they need to deliver next-level experiences. Whether you're modernizing legacy systems or launching a new omnichannel strategy, Cognativ delivers scalable, reliable solutions that restore control and unlock growth.
TOOL-STACK PARALYSIS
The client had six essential platforms stitched together by brittle APIs and spreadsheets—creating constant failure points.
ORDER FLOW FAILURES
Customer orders frequently stalled between OMS and WMS, resulting in failed deliveries, reorders, and duplicate shipments.
NO OBSERVABILITY LAYER
Operations couldn’t track order health in real time, making issue diagnosis reactive, slow, and incomplete.
REACTIVE SUPPORT EXPERIENCE
CX was left apologizing for problems they didn’t cause—and often couldn’t explain—leading to low trust and high churn.
UNPREDICTABLE INVENTORY VISIBILITY
Back-end data did not reflect front-end stock accurately, leading to overpromising and underdelivering across multiple SKUs.
CX-OPS-TECH MISALIGNMENT
Each department had its own view of the world—no shared metrics, tools, or dashboards to align execution.
THE SOLUTION
Using the RAPID framework, Cognativ assessed the integration gaps and designed a scalable order automation strategy to fix them.
- Phase 1: Cognativ conducted deep system audits with business and engineering leads, identifying all failure modes across the order lifecycle. We replaced patchwork APIs with event-based triggers and built redundancy paths to prevent breakdowns.
- Phase 2: We deployed an observability platform that let every team—from support to fulfillment—see order status, alerts, failure reasons, and automated retry attempts in real time. This empowered CX to engage proactively and ops to fix root issues faster.
- Architecture: Cognativ used its SmartSaaS™ composition model to create a resilient integration layer with full logging, fallback logic, and future extensibility. The solution was cloud-native, vendor-agnostic, and easy to evolve without refactoring core logic.
HOW RAPID WAS USED...
"“Fixing customer experience isn’t always about the UI. It’s about the plumbing. RAPID helped us prioritize the invisible systems that power every promise your brand makes.” "
– Ali Davachi, Cognativ Founder
What is the RAPID Framework?
RAPID is an outcomes-based framework created by Ali Davachi and documented in RAPID Transformation: An Outcomes-Based Approach to Drive Results. It stands for Research, Analyze, Plan, Implement, and Decide. With over two decades of real-world validation, RAPID helps companies align cross-functional priorities, reduce friction, and deliver digital transformations that actually stick.
RESULTS OBTAINED
By implementing real-time order flow automation and a centralized observability layer, Cognativ reduced order cancellations by 22% and cut manual triage efforts by 40%. Support teams gained the ability to act proactively, contributing to an 18-point lift in Net Promoter Score. A unified dashboard now connects all departments to a single source of truth—streamlining fulfillment, enhancing customer communication, and equipping the brand to scale without sacrificing reliability.
Order Cancellation Reduction
Replacing fragile integrations with real-time automations helped orders flow smoothly across systems and reduced missed SLAs.
Net Promoter Score Lift
With better data and clearer updates, support teams could resolve issues before they escalated—restoring trust and improving experience.
Reduction in Manual Triage
Triage work—previously done across portals, spreadsheets, and guesswork—was streamlined with one real-time dashboard.
Central Observability Platform
Every department now uses the same tool to track, analyze, and troubleshoot order fulfillment—all from a single source of truth.
IMMEDIATE BENEFITS
- Real-Time Visibility: Orders are tracked live, from checkout through last-mile delivery.
- Proactive Support: CX now sees delays before customers do, enabling faster, friendlier resolution.
- Error Reduction: System-wide alerts catch data sync failures before they snowball.
- Faster Campaign Readiness: Teams can launch promotions without the risk of system lag or order misfires.
ONGOING BENEFITS
- The unified observability platform is now used for executive reporting, SLA monitoring, and CX forecasting.
- Training times have dropped by 30% across support and operations, as fewer systems and clearer workflows speed up onboarding.
- Support tickets tied to failed orders or broken discount logic have dropped by 40%.
- Cognativ continues to support enhancements through performance tuning, uptime monitoring, and roadmap co-planning.