Cases

Fashion Retailer's Shift to Omnichannel Excellence with Zendesk

Written by Yannick van den Bergen | 27 December, 2025

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.

 

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, to implement a structured approach focusing on key pillars:

 

1. Omnichannel Retail Experience with Zendesk

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.

With Zendesk’s omnichannel capabilities, Jules was able to centralise all these interactions into a single interface, providing agents with a complete view of customer history.

 

2. Personalisation and Customer Recognition

  • Jules introduced customer recognition tools within Zendesk to ensure agents had complete context on previous interactions, preventing customers from repeating information.
  • The company implemented intelligent forms 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

 

3. Optimised Workforce Management and SLA Improvement

  • Improved workflow automation and internal communication, powered by Zendesk, led to a significant increase in 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

 

4. Enhanced Support for Retail Stores

  • Stores were integrated into Zendesk, allowing seamless assistance for in-store staff facing customer-related issues.
  • This helped bridge the gap between online and offline experiences, improving store-level support and efficiency.
"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

 

5. Implementing a 360-Degree Customer View

  • By centralising customer interactions into Zendesk’s single view, Jules ensured that agents had complete visibility into past communications across all touchpoints.
  • This prevented customers from having to repeat themselves and provided a more cohesive experience.
"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

 

6. Leveraging AI and Self-Service

  • Jules introduced Zendesk’s AI-powered chatbots to handle common inquiries, providing 24/7 assistance to customers and reducing workload for agents.
  • Self-service options, including custom FAQs tailored separately for customers and store staff, led to a 30% reduction in contact rates.
"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

 

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 now have instant access to previous interactions, enhancing resolution speed and customer experience.

 

"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:

  • New challenges : AI! But first help connecting 3rd party tools
  • 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

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.

 

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.

 
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