Jules, a leading fashion retailer, has always prioritised customer experience (CX) as a key component of its success. With a diverse customer base, Jules faced the challenge of offering a seamless, omnichannel retail experience that met the expectations of both digital-savvy customers and those preferring more traditional support channels. Under the leadership of CX Manager Emilie Serra and with the expertise of Premium Plus and Zendesk, Jules embarked on a customer service transformation journey to enhance personalisation, efficiency, and omnichannel retail strategy, lifting SLA achievement from 61% to 88% along the way.
Results at a glance
Service level agreement (SLA) up from 61% to 88%: Jules' SLA achievement rose after Premium Plus restructured team workflows and channel coverage.
Net Promoter Score (NPS) swung from -20 to +11: Customer sentiment reversed entirely, moving from negative to solidly positive.
30% reduction in contact volume: Self-service and AI-powered chatbots, built with Premium Plus, cut the number of support requests reaching agents.
The Challenge: Meeting Customer Expectations Across Multiple Channels
Jules’ customer service team faced several key challenges:
- Omnichannel Retail Presence: Customers interacted with Jules across multiple platforms, including email, phone, social media, chat, among other channels. Ensuring a consistent experience across all channels was a major hurdle.
- Customer Recognition: Customers wanted to feel recognised and valued. Each issue was unique, and they expected personalised responses rather than a generic service.
- Operational Efficiency: With high volumes of queries, the need for optimal workforce planning and improved response times was crucial.
- Retail and Store Support: Stores also relied on customer service for assistance, requiring an integrated approach that catered to both end customers and in-store staff.
- Data Centralisation: Tracking customer interactions across multiple touchpoints was essential to provide a 360-degree customer view and prevent customers from repeating themselves across different channels.
"The goal is always to help clients like Jules create a support setup that keeps evolving with them, not something they outgrow in six months."
Benoit Smagghe, Solutions Consultant
The Solution: A Strategic Overhaul with Premium Plus and Zendesk
To address these challenges, Jules partnered with Premium Plus, a Zendesk Premier Partner, which designed and implemented a structured approach across six key pillars:
1. Omnichannel Retail Experience
Jules strengthened its presence across traditional and modern support channels, ensuring that customers could reach them wherever they preferred. This included:
- Email and phone support for customers who preferred conventional communication.
- Live chat and WhatsApp for instant, mobile-friendly interactions.
- Social media integration to engage younger customers effectively.
Premium Plus configured Zendesk's omnichannel tools to centralise all of these interactions into a single interface, giving agents a complete view of customer history at a glance.
2. Personalisation and Customer Recognition
- Premium Plus set up customer recognition tools within Zendesk so agents had complete context on previous interactions, preventing customers from repeating information
- Intelligent forms were built to quickly identify customer issues, allowing faster resolution and improved satisfaction
- Prioritisation strategies were applied to handle urgent issues first, ensuring the most pressing customer concerns were addressed swiftly
"A customer who feels unique and recognised will spend more and return more easily. That’s why personalisation and recognition are essential in our CX strategy."
Emilie Serra, CX Manager at Jules
3. Optimised Workforce Management and SLA Improvement
Premium Plus restructured workflow automation and internal communication across teams, driving SLA achievement from 61% to 88%."We needed to plan our teams effectively across all channels. With Zendesk, we now have an optimal structure that allows us to meet customer expectations without long wait times."
Emilie Serra, CX Manager at Jules
4. Enhanced Support for Retail Stores
Premium Plus integrated in-store teams into Zendesk, giving store staff facing customer-related issues the same direct access to support as the central team."Our customer service isn’t just for customers; it’s also for our stores. It was crucial to ensure they had direct access to support, and with Zendesk, they are recognised instantly."
Emilie Serra, CX Manager at Jules
5. Implementing a 360-Degree Customer View
Premium Plus centralised customer interactions into one Zendesk view, giving agents complete visibility into past communications across every touchpoint."Customers contact us via email, chat, and social media. If we don’t respond quickly, they will reach out via another channel. That’s why having a single view in Zendesk is essential for efficiency and consistency"
Emilie Serra, CX Manager at Jules
6. Leveraging AI and Self-Service
Premium Plus implemented Zendesk's AI-powered chatbots to handle common inquiries, providing 24/7 assistance to customers and reducing workload for agents."Customers expect immediate answers. By leveraging AI and self-service, we not only improve efficiency but also increase customer satisfaction."
Emilie Serra
The Results: Significant Improvements in Omnichannel Retail Strategy and CX
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Higher SLA achievement Improved from 61% to 88%, ensuring faster response times. |
Enhanced Customer Satisfaction NPS shifted from -20 to +11, a significant improvement in customer sentiment. |
Reduced Contact Volume The introduction of self-service and automation led to a 30% decrease in store-related support requests. |
Improved Operational Efficiency Agents get instant access to prior interactions, cutting resolution time. |
"Zendesk gave JULES the flexibility to bring multiple channels together without making things complex for their team or their customers."
Benoit Smagghe, Solutions Consultant
Looking Ahead: Continuous CX optimisation with Zendesk and Premium Plus
Jules continues to refine its customer service operations with a focus on:
- Connecting third-party tools as a foundation for expanding further into AI.
- Expanding Zendesk’s AI capabilities to enhance automated support.
- Further optimisation planning with Premium Plus to maintain high SLA achievement.
- Continuously improving self-service options to further reduce contact rates.
Raising the Bar for Omnichannel Customer Experience
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Jules continues to set new standards in customer service, winning the Élection du Service Client de l’Année France (ESCDA) in Fashion and Accessories. By embracing an omnichannel approach and putting customers at the heart of every interaction, Jules delivers seamless, high-quality support across all channels. We’re proud to support Jules in delivering outstanding experiences every day. |
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Conclusion: Strong Omnichannel Retail Experience with Premium Plus and Zendesk
By adopting an omnichannel retail strategy, prioritising personalisation, and leveraging AI-driven automation, Jules has significantly enhanced its customer experience. The improvements in SLA achievement, NPS, and operational efficiency demonstrate the power of strategic CX transformation.
With the continued support of Premium Plus and Zendesk, Jules is well-positioned to meet evolving customer expectations and maintain its reputation for exceptional service.
“With Premium Plus and Zendesk, we have built a solid foundation for delivering exceptional customer experiences. Our journey is far from over, but we are excited about what’s ahead,” concluded Emilie Serra.