E-Commerce Giant Scales Customer Self-service Across Voice and Digital

Overview

A large global ecommerce marketplace supports millions of buyers and sellers across a fast-moving, transaction-driven ecosystem. As their marketplace scaled, customer support teams faced growing pressure to manage high volumes of routine inquiries while maintaining fast, accurate, and consistent service across digital and voice channels.

To address these demands, the organization partnered with Kore.ai to deploy AI for Service, establishing an agentic customer service foundation that orchestrates natural, conversational automation across digital and voice interactions. This approach enabled the marketplace to modernize self-service experiences, improve consistency across channels, and scale customer support without increasing operational complexity.

The Challenge

Customer support interactions spanned a wide range of buyer and seller needs, including orders, payments, returns, disputes, account access, and marketplace-specific questions. While many of these interactions were well suited for automation, legacy systems and channel-specific tooling limited the organization’s ability to deliver a unified, conversational experience at scale.

Key pain points included:

• High volumes of routine buyer and seller inquiries driving unnecessary load on support teams
• Rigid, menu-driven IVR experiences that introduced friction and limited flexibility
• Inconsistent self-service experiences between digital and voice channels
• Difficulty scaling automation without disrupting live operations
• The need to preserve seamless access to human support for complex or exception-based scenarios

The organization needed a way to orchestrate automation across channels while maintaining consistency, control, and a clear escalation path to human agents.

The Solution

The organization deployed AI for Service from Kore.ai, establishing a unified, agentic service layer  that provides self-service with natural, conversational interactions across voice and digital channels. Rather than treating channels independently, the solution established centralized intent understanding, orchestration, reporting, and governance so customers receive consistent, intelligent service regardless of how they engage.

Self-service now handles high-volume, repeatable customer needs end to end, while preserving seamless escalation to human agents for complex or sensitive scenarios. When escalation is required, interactions are routed through Genesys Engage and handed off to the organization’s homegrown agent desktop, with full conversational context carried forward to reduce repetition and agent effort.

The voice experience was modernized by replacing rigid, menu-driven IVR navigation with natural, conversational interactions. Intelligent automation now guides customers through intent-driven voice conversations, resolving high-volume scenarios end to end.

Voice automation supports approximately 520,000 calls per month, handling core service needs such as:

• Orders and transactions
• Refunds and returns
• Item not received
• Case status and predictive updates
• Fraud-related questions
• Shipping and payment inquiries

Built-in analytics and alerts provide continuous visibility into containment, call flow performance, and adoption trends, enabling ongoing optimization without disrupting live operations.

Digital Self-Service

In parallel, automated digital self-service was deployed across customer-facing channels to serve as the primary support experience for buyers and sellers. These experiences unify FAQs, structured workflows, and intent-driven interactions to deliver fast, consistent resolution across a wide range of customer needs.

Digital self-service supports nearly 900,000 weekly sessions across multiple regions and languages, with AI-driven journeys spanning:

• Buying and bidding
• Orders, returns, and refunds
• Case and dispute information
• Account access and management
• Seller- and buyer-specific support experiences
• User feedback collection and contact initiation

Business Impact

With conversational self-service operating at enterprise scale across both voice and digital channels, the organization has strengthened its ability to manage customer support demand while delivering more consistent, intent-driven experiences. This unified automation layer now serves as the primary point of contact for high-volume customer support journeys, reducing operational strain while preserving seamless access to human support for complex scenarios.

Key outcomes:

• ~75% containment across voice interactions, consistently meeting performance targets and reducing reliance on live agents
• ~57% containment across digital self-service, enabling customers to resolve common issues independently
• ~85% accuracy in intent and context understanding across digital conversations, improving answer quality and customer confidence
• ~9% live agent transfer rate, indicating effective automation coverage with escalation reserved for exceptions
• Reduced dependence on rigid IVR navigation, replaced by conversational, intent-driven flows
• More consistent handling of routine buyer and seller inquiries across channels and regions

Together, these gains allow the organization to scale customer support automation efficiently while maintaining flexibility to adapt as marketplace needs and customer behaviors continue to evolve. The platform now serves as a scalable foundation for ongoing optimization and future expansion of AI-driven service capabilities.

The Kore.ai Advantage

Kore.ai enabled the organization to modernize customer support using the AI for Service, an agentic customer service platform built for enterprise-scale ecommerce environments. By unifying conversational automation across voice and digital channels, Kore.ai delivered consistent self-service experiences with centralized orchestration, governance, and visibility.

With an architecture designed to evolve without disrupting live operations, Kore.ai provides a future-ready foundation for expanding automation, improving service efficiency, and supporting continued innovation across customer-facing support. This foundation positions the organization to continue expanding AI-driven service capabilities as marketplace needs evolve.