Customer 360

Introduction

Known for its meticulous Italian craftsmanship, imaginative design and attention to detail, Gucci is one of the most influential luxury brands in the world. Founded in 1921, it is currently redefining luxury for a new generation of customers, building experiences that extend from its retail outlets to its websites and apps and its global client service network, called Gucci 9—a reference to the historic Gucci headquarters campus in Florence.

One of Gucci’s goals was to enable its 600 client advisors across seven global hubs to communicate in a clear brand voice, elevating the service experience beyond the realm of daily conversation.

It wasn’t easy. Customers engage on multiple channels—inbound calls coming from the website and from stores, WhatsApp, live chat, etc.—and on a wide range of topics, from learning about upcoming collections to making reservations at a Michelin-star Gucci Osteria. To meet the challenge and maintain consistency, Gucci was able to use organized internal data about products as well as previous examples of Gucci communications in its authentic brand voice.

The latter was applied to AI models, which were trained to recommend replies provided to customer care reps. The magic of these AI-generated replies, grounded in product and brand data, was that they were in a “Guccified” tone of voice. The advisors could adapt them for the human touch, but they provided a conversation framework that amplified the interaction—elevating advisors above ...