Case Study: Columbia Sportswear achieves 460,000+ automated annual interactions and 80%+ CSAT with [24]7.ai

Columbia Sportswear Enhances Customer Service, Cuts Costs with Chatbot Technology

Columbia Sportswear, a leading active-outdoor apparel brand, needed highly available, omnichannel support for its engaged customer base but faced high costs from locally hired agents, long wait times, and limited agent capacity. The company wanted to automate routine questions—about products, returns and orders—so customers could self-serve quickly while preserving the same personal service for complex issues.

Partnering with [24]7.ai, Columbia launched an AI virtual assistant on its website and messaging channels that handles 8+ customer journeys (60–80 intents), uses sentiment detection and machine learning to hand off when needed, and keeps conversation history for continuity. The chatbot now handles 460,000+ interactions annually, helps generate $951,410 in chatbot-enabled revenue, maintains CSAT scores above 80%, and frees agents to focus on higher-value support while reducing contact center costs.

Columbia Sportswear

Gerry Woodbury

Director, Customer Care