Retail & e-commerce
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In a retail environment undergoing rapid transformation, IDKIDS must meet increasingly high customer expectations in terms of service continuity, information clarity, and seamless journeys. Customer interactions span multiple channels, including phone, email, and chat, with significant volumes to handle on a daily basis.
This operational pressure creates friction points, but also highlights opportunities for deeper automation and more refined orchestration of interaction flows. At the same time, the group is leading major transformation initiatives, including brand redesign, modernization of customer service tools, and consolidation around OKAIDI+ (Oxybul & Okaïdi/Obaïby) to strengthen the overall consistency of the customer experience.
In a constantly evolving retail environment, customer expectations have intensified: immediacy, simplicity, and consistency across brands and countries.
The legacy chatbot, designed for simple use cases, was gradually showing its limits in the face of this new reality. The group therefore chose to evolve by deploying a solution capable of better addressing the diversity and complexity of requests.
The objective is clear: to respond to every inquiry, either directly or by efficiently directing customers to the right channel, without friction or repeated information. Each interaction must be useful, simple, and reassuring.
The ambition is not only technological, it is deeply relational. It is about offering a coherent and accessible experience, true to the group’s family DNA, while strengthening operational efficiency and service quality.
Customer relationships at IDKIDS rely on multichannel journeys combining voice and digital interactions, with numerous entry points and high volumes to handle.
On average, 60,000 calls, 26,000 emails or forms, and 26,000 chat conversations are managed each year, illustrating both the diversity of entry points and the associated operational pressure.
Each interaction depends on multiple factors such as the origin of the journey, channel availability and opening hours, customer segmentation, and the complexity of the request.
Orchestrating these journeys therefore becomes essential for IDKIDS to route each request to the most appropriate resolution path.
The goal is to ensure a consistent, seamless, and efficient experience while maintaining continuity across brands and countries.
The IDKIDS group has deployed DialOnce’s omnichannel AI agent, in addition to visual IVR, to gain full control over its contact journeys. Accessible from both voice and digital journeys, it understands the reason for contact and determines the most appropriate resolution path.
Depending on the situation, it either enables autonomous resolution for the most common requests or directs the customer to the right channel while transferring the information already shared. The customer does not have to repeat themselves, and the journey remains seamless from one channel to another.
The omnichannel AI agent does not replace teams; it organizes flows, simplifies journeys, and ensures that a solution is always offered. Simple requests are handled more quickly, allowing advisors to focus on situations that require more support.
The AI agent makes it possible to:
The AI absorbs recurring requests and reduces the workload on teams, while strengthening first-contact resolution.
"The goal was to strengthen the human support journey in parallel, so that our agents could focus solely on real, high-value issues."
Claire GIRARD
Head of Customer Service Operations & Business Projects, IDKIDS
The deployment of the AI agent is part of a broader customer experience modernization strategy, progressively built through a series of workshops and in-depth work on the knowledge base, intents, and conversation scenarios. The objective was straightforward: better capture voice and digital flows, better understand requests, and guide each customer to the right solution from the very start.
As the project progressed, teams refined their analysis of customer verbatims and gained a clearer understanding of the intent behind each interaction. Responses were designed to remain aligned with the group’s child- and family-focused universe, while activating AI in a targeted way on the highest-impact use cases, supported by a robust knowledge base to ensure relevance.
The initiative is now continuing with several areas of development. The group is preparing multilingual deployment across all journeys, the rollout of new conversational channels such as Google and RCS, and increased automation on the advisor side. The ambition is to move toward a more global approach to customer experience management, with end-to-end visibility across journeys and interactions.
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