Previously neglected in the a digital world, customer relations teams are now being boosted by the potential of GenAI. mind Retail takes a look at the most effective case studies in retail and e-commerce. With Hakim Naili (Boulanger), Fanny Tardif (Ba&sh), Marc Bussinenne (ManoMano), Intersport, Back Market, Clémence Decouvelaere (Platana), Michael Chaouat (Zendesk), Julien Hervouet (iAdvize) and Nicolas Pellissier (Klark).
The context
In retail, the mission of customer service teams varies greatly in each sector. For fashion and beauty retailers, the focus is on order tracking and returns management. But the process is more complex when the products are repairable, including electronics, household appliances, D.I.Y. or sports equipment.
Historically, after-sales services had a poor reputation in terms of customer satisfaction (chargeable call numbers, lack of contact e-mail, difficulty in reaching an advisor). Thes
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