Case Study: Marks & Spencer achieves smarter, more efficient customer service with Looker

Calling on Google Cloud for personalized customer service that’s both digital and human

Marks & Spencer, the British retail brand, needed to modernize its outdated store switchboards and contact center handling to better serve customers across online and in-store channels. Working with Looker, the company used a Google Cloud speech recognition and Dialogflow-based approach to improve call routing, self-service, and personalization while managing millions of customer calls more efficiently.

Looker helped implement a natural-language voice solution that routed calls to the right action, let staff update seasonal vocabulary directly in Dialogflow, and connected store inquiries to the central contact center. The results included automating 13 in-store switchboards, reducing store call volume by 50%, routing more than 7 million calls through Dialogflow, and achieving 92% customer intent match accuracy in under four months.

Marks & Spencer

Akash Parmar

Enterprise Architect (Digital Customer Engagement)