automation rate
69%
resolution rate
41
fewer seasonal agents needed for peak
0.95 ↑
in Trustpilot star rating
About
Club L London is a forward-thinking fashion retailer making luxury clothing accessible to women globally. As a brand it began in 2007 and started focusing on its direct-to-consumer business in 2018. Since then, it’s been one of the fastest-growing fashion brands from the UK, while selling internationally. The customer is one of Club L London’s core values, and it is essential that she is at the heart of every decision that the team makes.
Website
Alice, Club L London’s AI Agent, was brought in to help the brand scale sustainably. Alice is taking on many of the repetitive tasks that an agent faces each day, freeing them up to focus on providing more value to customers. As well as that, she is providing an excellent customer experience which is shown by the CSAT scores and Trustpilot reviews.
The Challenge
Club L London had tripled in size in a two year period. That rapid growth meant that the team could see a challenge on the horizon: how could they keep up with the pace of growth without headcount costs rising exponentially? That challenge led them to look into automation to allow them to scale in a sustainable way. After extensive due diligence, Club L London chose to partner with DigitalGenius based on the ability to innovate and evolve with Club L London.
Solutions & Results
Reducing temporary hires
When the CX team forecasted what they would need to handle peak in 2025, they estimated they would need an extra 44 temporary agents to deal with customer service if they did not have DigitalGenius. With DigitalGenius they reduced that to three.
Speeding up agents
Alice, Club L London’s AI agent, is able to gather necessary information from the customer. This stops the agents getting involved in lots of back and forth and means they can resolve tickets in one message.
Improving the agent experience
Alice is taking away the boring yet extremely time-consuming tasks from agents, which is improving the team’s mental health. Now they’re able to do more meaningful work that utilises their skills and adds more value to the customer.
Increasing Trustpilot scores
When Club L London went live with DigitalGenius, their average star rating on Trustpilot was 3.84. Now the star rating has gone up to 4.79, and Alice is frequently name-checked in 5 star customer reviews, as well as being praised in management trade meetings.
Retention rates
Club L London are able to see a direct correlation between the improved customer sentiment – seen in CSAT scores and Trustpilot reviews – and retention rate. Alice has been a key component of that with Club L seeing higher repeat rates at a faster cadence.
Helping every department
The introduction of Alice has helped every department in Club L London. The cost-savings have impacted the finance team, but AI is also able to help the product team by detecting which products are causing problems or are in demand.
