How we deployed Automation Anywhere bots across a retail brand's customer service centre, auto-resolving 65% of inquiries, cutting average handle time by 40%, and extending support to 24/7 coverage without increasing headcount.
A national retail brand was experiencing rapid growth in customer service volumes following the expansion of its e-commerce channel. Their contact centre team handled over 8,000 daily inquiries — predominantly repetitive tasks like order status checks, return initiations, loyalty point balances, and account updates. Agents were spending 70% of their time on these low-complexity, high-volume tasks instead of resolving escalated or high-value customer issues.
Customer satisfaction scores had declined 18 points as wait times lengthened. The brand needed to scale its support capacity without the cost and time of doubling its agent workforce, while simultaneously improving the customer experience.
Analysed 90 days of contact centre interaction data to identify the highest-volume, most rule-based processes. Ranked 28 process candidates on automation feasibility and ROI potential. Selected 6 core processes for Phase 1.
Designed a credential-vault-secured, attended/unattended bot architecture on Automation Anywhere A360. Implemented end-to-end encryption for all customer PII interactions and role-based access for bot administrators.
Built attended bots that auto-populated agent screens with order data from SAP in real time during calls, and unattended bots that processed return requests end-to-end when submitted via web form — no agent intervention required.
Integrated RPA bots with the Twilio-powered IVR system to handle routine account lookups and order status inquiries via automated voice and SMS responses — extending self-service options to phone and SMS channels.
Deployed bots in shadow mode for 2 weeks — monitoring output versus agent actions before going live. Delivered change management workshops and established a bot monitoring dashboard for the QA team.
The RPA deployment transformed the contact centre from a cost centre under strain into a scalable, round-the-clock customer experience engine. Human agents now focus exclusively on complex enquiries where empathy and judgement add real value.
"Our agents tell us this is the best thing we have ever done for them. They stopped drowning in order status calls and can now actually help customers with real problems. CSAT went through the roof."
— Head of Customer Experience, National Retail Brand
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