The challenge

Email or other text-based communication channels (such as ‘contact us’ form submissions) represent significant amount of the traffic passing into your customer service & helpdesk functions.

Many of these emails are routine queries or information requests, such as confirming or cancelling bookings, updating contact details, or querying the shipping status of orders. These emails are difficult to prioritise and it’s crucial they don’t hinder the escalation of more brand-damaging issues / complaints.

If email traffic represents 20% of your customer contact, handling the responses takes a disproportionate amount of effort – it takes longer to resolve an email query than it does via phone. An automated AI-enabled solution can handle these simple email queries, whilst freeing experienced contact centre agents to tackle the more complex challenges.

Retail Reply's solution

Retail Reply’s intelligent email handling solution addresses this challenge and drives improved efficiency and customer experience for contact centres. It combines topic classifcation and sentiment analysis to determine whether a response requires the personal touch from a contact centre agent or can be resolved quickly and efficiently by an automated workflow. This can also help with common issues such as contact centre staff retention, removing the mundane repetitive tasks and allowing valued staff to solve customer issues.

Our solution can handle the majority of inbound email without human intervention once fully trained. By utilising Robotic Process Automation technology, the solution is also able to interact with legacy systems to further extend its capability and greatly simplify implementation.


Harnessing best of breed platforms from our technology partners, Retail Reply have created a flexible solution that can be applied to a multitude of customer & employee contact scenarios.

Our solution brings together the depth & breadth of experience within the Reply group to build a compelling product which can be tailored to deliver genuine business value in your organisation.
  • Contact Centre & Retail Expertise
  • Process Excellence & Design
  • Big Data, Machine Learning & AI
  • Robotic Process Automation
  • Real-time Integration

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    Inbound Communication

    Customer queries can be picked up from emails and form submissions, or through conversations with a call centre, chatbot or voice assistant. Our solution is equally e ective in customer facing contact centres as well as internal employee helpdesks.

  • Document Analysis

    The customer communication is passed to our AI- based text analysis engine. The engine then applies a custom Natural Language Processing (NLP) model to determine the meaning of the email (intent) and the tone (sentiment).

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    Process Automation

    Based on the results of the document analysis, a rules-based engine determines the most appropriate course of action to take. This can include a direct system call via an API, or for more complex orchestration, Robotic Process Automation (RPA).

  • Customer Centric Outcomes

    The customer will be presented with a human-like response once a resolution has been achieved. If human intervention is required, a contextual request for a human agent to take over the conversation is generated, with the customer experience remaining seamless.

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    Retail Reply

    Retail Reply is the Reply company specialised in digital transformation in the retail & consumer industries. Intelligent Automation is central to Retail Reply’s offering, leveraging deep industry process knowledge combined with extensive technical expertise in Robotic Process Automation (RPA) and Artificial Intelligence (AI) to deliver solutions that drive cost effciency whilst optimising experiences for customers and employees. RPA presents a huge opportunity for organisations to deliver more for less, creating headroom for strategic initiatives whilst itself delivering unprecedented levels of ROI. Retail Reply’s automation services range from strategy & opportunity assessment through to end-to-end delivery of RPA and AI solutions, including chatbots and voice assistants.