Integrated CRM, Chatbot, and Social Media Analytics for Content Matters

Client Overview

Content Matters Ltd. is a leading digital media company in Bangladesh, managing two major brands:

  • Rabbithole — the country’s largest live-cricket and entertainment streaming app, and
  • Sarabangla — one of the most respected national news portals.

With millions of daily interactions across platforms, Content Matters needed a unified system to manage customer engagement, monitor sentiment, and analyze audience behavior in real time.

Project Background

From September 2020 to August 2023, Loosely Coupled Technologies (LCT) partnered with Content Matters to deliver a comprehensive CRM, Chatbot, and Social Media Analytics ecosystem, including ongoing support and optimization.
The objective was to modernize customer relationship management and build a data-driven feedback loop between customer interaction, service response, and audience analytics.

Challenge

Operating multiple high-traffic media properties posed several challenges:

  • Fragmented customer queries across Facebook Messenger, email, and phone calls.
  • Growing need for 24/7 support during live sports events and breaking news cycles.
  • Lack of centralized analytics to measure audience sentiment and engagement patterns.
  • Manual escalation processes that slowed issue resolution and response quality.

Solution Implemented

LCT designed and deployed a multi-layered, AI-enabled engagement platform combining CRM, Chatbot, and Social Media Analytics under one framework.

Key components:

  • Smart Chatbot with Human Handoff:
    A custom Facebook Messenger bot seamlessly bridged automated replies with human-agent escalation for subscription, payment, and technical queries.
  • Integrated CRM & Ticketing:
    Unified all customer channels — Messenger, email, and phone — into a centralized ticketing system with multi-level escalation, enabling efficient tracking and accountability.
  • Social Media Analytics Engine:
    Leveraged LCT’s proprietary NLP Engine (built in R and Azure SQL) to classify conversations by topic and sentiment, drawing from API feeds (Facebook, Twitter, Instagram), web-scraped data, and custom datasets.
  • Dashboard & Visualization:
    Built using AngularJS and advanced JavaScript graph libraries, hosted on Microsoft Azure for performance, scalability, and real-time insights.

Results and Impact

  • 360° Customer Visibility: Unified service data across chat, email, and voice channels.
  • Faster Response Times: Automated triage and escalation improved support efficiency during high-traffic events.
  • Enhanced Sentiment Tracking: AI models provided real-time audience mood and topic trends for both Rabbithole and Sarabangla.
  • Data-Driven Content Decisions: Editorial teams gained visibility into viewer reactions, improving programming and content targeting.
  • Operational Scalability: Enabled consistent service quality for millions of concurrent viewers during live cricket matches.

Technical Highlights

  • Backend: Azure SQL | R | Custom NLP Engine
  • Frontend: AngularJS | JS Graph Libraries
  • Data Collection: Python Scrapers + Social API Webhooks
  • Hosting: Microsoft Azure
  • Project Cost: BDT 6,120,000
  • Coverage: Bangladesh

Client Endorsement

“LCT Team is flexible and dynamic. We are satisfied with the project delivery. We strongly recommend them for projects with CRM, Chatbot, NLP and Social Media Analytics with high degree of complexity.”
— A S M Rafiqullah Sana, Chief Executive Officer, Content Matters

Conclusion

The collaboration between Content Matters and Loosely Coupled Technologies showcases how AI-powered automation can transform digital media engagement.
By integrating CRM workflows, conversational AI, and analytics, LCT enabled Rabbithole and Sarabangla to operate with enterprise-grade responsiveness and data intelligence — setting a new benchmark for the media sector in Bangladesh.