Seamless Support: SOFACOMPANY’s Omnichannel Strategy with Zendesk

Introduction

SOFACOMPANY, a Danish furniture brand known for high-quality design at affordable prices, operates across eight European countries. As a direct-to-consumer business, SOFACOMPANY combines online and in-store channels to help customers find their perfect sofa. To keep pace with evolving customer expectations and internal support needs, the company decided to overhaul its customer service operations with a robust omnichannel strategy.

In partnership with Premium Plus and Zendesk, SOFACOMPANY moved from a fragmented, complex system to a unified support platform driven by a comprehensive omnichannel strategy. This approach enabled faster support, stronger AI integration, and better internal collaboration.

The Challenge: Disconnected Systems, Limited Automation, Complex Workflows

The team at SOFACOMPANY identified several key challenges that their new omnichannel strategy needed to address:

Multiple Support Systems: Customer contact tools were fragmented, creating inefficiencies.
Missing AI Features: The existing setup lacked intelligent automation, a key component of any modern omnichannel strategy.
No ERP Integration: Agents couldn’t access order or customer data from Navision.

High Complexity: Systems were hard to navigate and maintain, working against the goals of the omnichannel strategy.

"We tried for three years to get an integration with our previous provider. Premium Plus delivered it within weeks."

Dennis Malmgren, SOFACOMPANY

"When we combine technical expertise with customer empathy, we can build systems that truly deliver value."

Shadi, Retail Director, SOFACOMPANY

The Solution: Implementing an Omnichannel Strategy with Zendesk and Premium Plus

To address these challenges and implement their omnichannel strategy, SOFACOMPANY selected Zendesk after an eight-month evaluation process. With Premium Plus leading the implementation, they focused on the following pillars:

1. Unified Omnichannel Experience

SOFACOMPANY built a support setup covering five countries, consolidating email, messaging, forms, and phone (via BabelForce) into Zendesk Support.

This was central to their omnichannel strategy, allowing agents to work from a single system, improving both speed and consistency. Customers are supported in their preferred channels, and the internal team benefits from a streamlined interface.

2. Advanced AI Capabilities with Ultimate

An AI bot called Phillow was launched on the website, built on Zendesk’s Advanced AI (Ultimate). Supporting their omnichannel strategy, it currently manages multilingual conversations and uses a private Help Centre as its content source.

Less than a month after adoption, the early results are promising:

767 total bot conversations
85.5% included generative replies
Generative conversations increased by 301.6% compared to the previous period
Bot handled 60.8% of all conversations

3. Custom Integration

Premium Plus developed a custom app to integrate SOFACOMPANY’s on-premise Navision ERP. This integration is a key element of their omnichannel strategy, as agents can now retrieve customer and order data directly in Zendesk, creating a smoother experience and reducing context switching.

4. Internal Support Setups

In addition to Customer Care, Zendesk was configured as part of the omnichannel strategy to support internal teams (IT and e-commerce). Staff can now reach out through structured forms, ensuring internal queries are also managed efficiently.

5. Smooth Onboarding and Training

SOFACOMPANY highlighted the value of Premium Plus’s onboarding support, including demos, Zendesk training, and weekly check-ins. Thanks to a clear omnichannel strategy, what once seemed like a risky switch became a well-received transition.

“There was initial scepticism about the switch, but the positive feedback from agents after launch proved it was the right choice.”

Sanne Lønvig, SOFACOMPANY

The Results: Omnichannel Strategy in Action

Early impact is clear:

Faster Internal Support
Internal teams can now support Customer Service more easily as part of the unified omnichannel strategy.
Happier Agents
The simplified interface and reduced system-hopping led to lower stress and fewer errors, thanks to the omnichannel strategy.
One Unified System
Customer Service now works entirely within Zendesk, increasing efficiency and improving ticket quality through better Help Centre forms, a benefit of the omnichannel strategy.
Better Insights
With custom reports in development, SOFACOMPANY is preparing to track performance with greater precision as part of their ongoing omnichannel strategy.

"It’s been a delight working with Sofacompany. They were engaged, invested, and focused throughout the entire implementation."

Saskia Clappers, CX Consultant

Looking Ahead: Continuous Improvement with Zendesk and Premium Plus

SOFACOMPANY plans to further build out its omnichannel strategy by:

Continuing to refine their AI chatbot, with more FAQs and language coverage
Exploring AI use for internal IT support
Potentially opening the Help Centre to customers in the future
Potential integration with ERP

Conclusion: Building Value Through Simplicity, Integration, and Omnichannel Strategy

SOFACOMPANY’s journey from multiple systems to one unified Zendesk platform has been underpinned by a clear omnichannel strategy, creating a foundation for responsive, modern customer service. With Premium Plus as a trusted partner, the transformation has brought measurable improvements in efficiency and team satisfaction—and it’s only just beginning.