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 this context, the legacy chatbot, initially designed for simpler use cases, is gradually reaching its limits in the face of new demands. The challenge is now to orchestrate omnichannel journeys more intelligently, guiding each customer to the most relevant channel, simplifying their steps, and ensuring service continuity across a multi-brand and multilingual environment.
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, determines the most appropriate resolution path, and either enables autonomous resolution (self-care) or routes the request to the most relevant channel with full context transfer.
The solution is built on a technology blend combining generative AI, NLU, and tool-based actions, enabling it 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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