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All4Customer 2026: meet DialOnce at booth E35

Bastien Meaux — Fri, 26 Jun 2026 08:05:00 GMT

AI and customer journey orchestration

Each year, the All4Customer event brings together the key players shaping the future of customer experience. The 2026 edition once again confirmed a major underlying trend: artificial intelligence is no longer just a topic of exploration.

Over the course of three days, the DialOnce team was delighted to welcome many visitors to booth E35 and discuss the ongoing transformation of customer service operations. Conversations focused heavily on how companies can better manage contact volumes, increase customer autonomy, reduce friction points, and give advisors more time back through smarter customer journey orchestration.

A market that is now expecting concrete results

This edition highlighted an increasingly clear market expectation. Organizations are no longer simply looking to multiply channels or add a chatbot to their existing setup. They now want to connect every touchpoint, qualify requests within the first few seconds, and manage the customer experience with a unified end-to-end view, without friction between voice, messaging, self-service, and internal tools.

The challenge is no longer about layering more tools onto existing systems. It is about creating real continuity across channels, teams, and data in order to improve both customer experience and operational efficiency.

A standout masterclass with Fnac Darty

The highlight of this edition was the masterclass hosted by DialOnce alongside Fnac Darty on Wednesday, March 25. On that occasion, Franck Boubet, Customer Relationship Project Director, looked back at the day-to-day challenges the group faces and the strategic decisions implemented to address them.

With around 12 million contacts handled each year, Fnac Darty must balance responsiveness, personalized customer relationships, and cost control.

One of the key takeaways from the session was the true role of AI in customer service. Far from simplistic promises, Fnac Darty emphasized that a high-performing conversational AI agent must be managed as a resource in its own right. It needs to be trained, supervised, fed with reliable content, and continuously improved to maintain a high level of quality.

He also highlighted the value of specialized AI rather than relying on a single model expected to handle everything. Depending on the use case, it can be more effective to deploy several dedicated agents focused on specific needs, such as order tracking, after-sales support, or initial request qualification. This approach enables more relevant, more consistent, and better contextualized responses.

What was presented during the masterclass?

DialOnce presented several orchestration scenarios designed to move a customer from a phone call to a digital journey via SMS, automatically identify their intent, and then direct them to the most relevant solution.

Depending on the context, this may result in an immediate self-service answer, a conversation on WhatsApp, a live chat with an advisor, or a phone interaction enhanced by the history already collected.

This continuity across channels has now become a central challenge. It naturally improves the customer experience while giving internal teams greater context. It also helps reduce repeat contacts, better distribute incoming volumes, and manage operations through a consolidated view of customer journeys.

You missed the session? Watch the masterclass replay and discover Fnac Darty’s full feedback by clicking the link below.

> Watch the replay (French version)

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