Case Study: Marks & Spencer achieves AI-driven call routing and faster service with Twilio

How Marks & Spencer Continually Evolves to Deliver Meaningful Experiences and Better Customer Engagement

Marks & Spencer, the UK retailer founded in 1884, needed to modernize its contact center to keep pace with shifting customer communication preferences. Legacy phone systems left the company with limited visibility into why customers were calling and poor routing across stores and contact centers, so M&S sought an agile IVR solution with natural language understanding to improve accuracy and scalability.

Working with Twilio, M&S built a prototype in four weeks using Programmable Voice, Speech Recognition, and Dialogflow, then handled 20,000 calls during peak days as a trial. The AI-driven system converts speech to text with over 90% accuracy, routes more than one million inbound calls per month to the right destination, cut average call handling by 10 seconds, improved call quality and visibility, and has been rolled out nationwide with plans to add SMS delivery updates.

Marks & Spencer

Chris Mcgrath

IT Program Manager