A global fashion brand: digital customer service in 18 languages on Genesys Cloud CX

The brand's online customer support team served shoppers across Europe and North America, in 18 languages and regional variants, through web messaging and email. Its customers' most common question was the simplest to ask and the hardest to answer well: where is my order? Answering it meant real-time access to order and delivery data held in the retailer's own, home-grown CRM platform.

The team itself was small, but the requirement was enterprise in every other respect: many languages, two channels, deep integration with bespoke systems, single sign-on, and workforce management for a team spread across shifts. It is a good example of how little the number of agents says about the effort needed to deliver a solution well.

• Belgian French and Belgian Dutch
• Canadian English and Canadian French
• Danish, Dutch, Finnish, Norwegian and Swedish
• English, French, German, Italian, Polish and Spanish
• Swiss French and Swiss German
• US English

Working on behalf of a UK Genesys reseller partner, QVCCS designed and delivered the solution on Genesys Cloud CX 3 Digital, a digital-only licence that includes workforce engagement management. The engagement ran with a full enterprise mandate and strong alignment between the client, the reseller and the delivery team, which is what kept a complex project on time and on budget.

1. Web messaging through Messenger, with co-browse for Messenger so agents can see what the customer sees
2. Email forwarded by mailbox rules into Genesys Cloud CX, then routed by inbound email flows using keywords in the subject or body
3. Real-time translation of conversations through an AppFoundry partner application, alongside knowledge integration
4. A custom integration with the home-grown CRM over REST APIs, using data actions
5. A Where is my order? digital bot flow giving live order and delivery status
6. Single sign-on with Microsoft Entra ID, formerly Azure Active Directory
7. Workforce management and gamification configured with the right profiles for each team

A shopper who asks where their order is can give their order reference to a digital bot flow, which looks it up in real time through data actions calling the retailer's CRM and returns the current order and delivery status, whenever they need it, without waiting for an agent. When a conversation does need a person, it reaches an agent with the context already gathered, and co-browse for Messenger lets the agent guide the customer through the website directly.

Email follows the same discipline. Messages are forwarded from the retailer's mailboxes to Genesys Cloud CX by mail rules, and inbound email flows read the subject and body to route each one to the right queue. Agents sign in through Microsoft Entra ID, and use Genesys Tempo on their mobile phones to check schedules, request leave, report a late arrival and swap shifts, while gamification profiles keep performance goals visible and fair.

The migration was successful, and was completed on time and on budget despite its inherent complexity. Customers in 18 languages now reach the brand through messaging and email, and can check the status of an order themselves at any time of day.

• Digital customer service live in 18 languages and regional variants
• Live order and delivery status through a Where is my order? bot
• Email routed automatically by subject and body keywords
• Workforce management, gamification and Genesys Tempo in daily use by the team

Small teams are often given small projects, and that is where risk creeps in. This one was scoped by its requirements rather than its team size: languages, integrations, identity, channels and workforce engagement were each designed and tested as carefully as they would be for a team ten times the size. That, and a shared commitment between client and delivery partners, is why it landed on time and on budget.

The same pattern also scales. With the CRM integration, the bot flow and the email routing in place, adding a language, a market or a new self-service question becomes a configuration change within an established design, rather than a new project in its own right.