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David’s Bridal marries AI with human customer service reps

mobile app

The nation’s largest bridal retailer is focusing its customer service efforts on mobile messaging.

David’s Bridal is debuting Zoey, a new mobile concierge bot. Based on the LiveEngage conversational platform from LivePerson, Zoey enables customers to connect with David’s Bridal by using the Messages app on Apple devices through Apple Business Chat. Within LiveEngage, LivePerson's artificial intelligence (AI) capabilities help human agents and bots to provide personalized consumer service at scale.

The retailer is also using the new chat suggestions feature in iOS 13, which offers the option to start a Business Chat conversation when a customer taps to call David's Bridal customer service. If the user chooses to message instead of call, a conversation with Zoey will open instantly in the Messages app. Apple Business Chat also allows customers to seamlessly pick up conversations where they left off.

Combining automated technology with real people, Zoey aids customers in performing tasks such as booking appointments, texting with stylists to resolve questions or get advice, and place secure orders. David’s Bridal is launching Zoey as mobile messaging has come to represent more than 50% of its total contact center traffic.

According to David’s Bridal, switching from voice calls to messaging has led to increases in customer service and operational efficiency metrics, including:

•    41% of customers opted to use messaging versus waiting on hold.
•    Messaging trended over 60 net promoter score (NPS).
•    Achieved 90% first call resolution compared to 73% on voice channel.
•    Reduced contact center operating costs by over 30%.
•    Shifted 30% of appointment booking phone traffic out of stores, freeing up employees to focus on in-person interactions.

"Following the success of introducing the messaging option to our customers, we knew we'd hit on something special," said Holly Carroll, VP, customer service & contact center operations at David's Bridal. "In fact, our customers loved the Apple Business chat option so much that, as we saw their feedback roll in, we decided to replace our email address with the option to message and accelerate our rollout of the feature. Introducing Zoey as a personalized concierge experience was the logical next step to help our customers at every stage of their event journey so they can focus on enjoying every moment of their once-in-a-lifetime experiences."

David’s Bridal says it will continue to evolve Zoey over time, including adding the ability to connect customers with partners across the entire event planning ecosystem to provide a one-stop shopping experience. The company operates more than 300 stores located across the U.S., Canada, U.K., and franchise locations in Mexico.

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