How AI-powered interactions and intelligent routing, allowed M&S to be more responsive to customer needs

Marks & Spencer offers high quality fashion, award-winning food and stylish homeware. Founded more than a century ago and with 1463 stores across 57 countries, they are one of the UK’s leading retailers.

How AI-powered interactions and intelligent routing, allowed M&S to be more responsive to customer needs

The Challenge

The modern-day call centre has taken some significant technological advances over the past few years and multinational retailer Marks & Spencer want to stay ahead of the curve.

The Solution

We built a flexible and scalable solution using technology from Google, Twilio and Looker. The solution, driven by AI-powered interactions and intelligent routing, allows M&S to be more responsive to customer needs and gives unprecedented visibility to the business.

The Results

  • The solution has led to increased accuracy and efficiency of customer routing. It was and continues to be a firm belief that self-serve opportunities play a vital role in improving the service, but also that often a person is best suited to speak with a customer directly
  • Since deployment, we have seen a 95% engagement rate from customers and have increased routing accuracy by over 70% in comparison to the legacy DTMF IVR
  • The net effect of our solution is that more time is spent on interactions with a higher value both to customers and the business
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Intent Capture & Analysis

Why are customers calling you? You’d be surprised. Intent Capture and Analysis (IC&A) uses Google Cloud’s Contact Centre AI to find out why customers are getting in touch – giving you rich insights to help shape your automated service.

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