Case Study: Aurora Fashions achieves omnichannel, data-driven customer support with Zendesk

Aurora Fashions supports multiple brands and delivers an omnichannel experience

Aurora Fashions — owner of four high‑street brands (Oasis, Karen Millen, Coast, Warehouse) with more than 1,250 stores in 38 countries — faced the challenge of delivering a seamless omnichannel experience while escaping a legacy support system that was hard to change and left in‑store data as a “black hole.” With 84 agents handling roughly 26,000 tickets a month, the business needed tools to remove major pain points, surface store knowledge, and anticipate customer needs across web, social, chat and in‑store channels.

Aurora implemented Zendesk Support to centralize interactions, build a shared knowledge base, and equip agents with visual dashboards and analytics. 83% of agents preferred the new platform; teams now proactively publish help articles (for example, delivery-impact notices during events), monitor root causes, prioritize fixes, and measure the cost of failures. The result is a more data‑driven, autonomous support organization that improves customer experience, reduces costs, and gives the business better visibility into the full customer lifecycle.

Aurora Fashions

Maria McCann

Customer Service Philosophy