Case Study: Marks & Spencer improves call routing accuracy with Sabio AI-powered interactions

How AI-powered interactions and intelligent routing, allowed M&S to be more responsive to customer needs

Marks & Spencer, a leading UK retailer, sought to replace its outdated phone system to improve customer experience. The challenge involved accurately routing 11 million annual calls more efficiently and offering better self-serve options, all while deploying a new AI-powered solution within a tight 30-day deadline for an MVP. They engaged Sabio, through its division DVELP, to address these needs.

Sabio implemented a solution using Google's DialogFlow and Twilio to create an AI-powered call routing system. This system interprets caller intent from speech, leading to a 70% increase in routing accuracy and a 95% caller engagement rate. The results included saving 10 seconds per call in handling time and providing the business with unprecedented real-time visibility into customer interactions through Looker analytics.

Marks & Spencer

Chris Mcgrath

IT Programme Manager