Technology

Floward, the leading online flower and gifting platform across the Middle East and the UK, has partnered with Infobip to transform its customer service operations using AI-powered agents on the Infobip AgentOS platform. The collaboration has enabled Floward to manage up to 13 times higher peak-day conversation volumes while maintaining rapid response times and high customer satisfaction.

The AI-driven customer service solution was introduced to address the significant seasonal demand experienced during major occasions such as Mother's Day, Valentine's Day, and Ramadan, when customer enquiries increase sharply.

Working alongside Infobip's AI consultants, Floward redesigned its customer service journeys by implementing a multi-agent AI system capable of intelligently routing conversations to specialised AI agents. These agents handle tasks including address collection, frequently asked questions, and order modifications, while seamlessly transferring more complex enquiries to live customer service representatives when required.

A key feature of the deployment is the integration of WhatsApp customer journeys, allowing recipients to provide delivery addresses directly within the chat while AI agents simultaneously respond to related queries. The complete solution was designed, tested, and deployed in under two months.

Building on the success of the platform, Floward is now expanding its use of Infobip AgentOS to introduce new customer experiences, including an e-invitations feature that automates approval workflows, recipient notifications, and gift recommendations through AI-powered interactions.

Lujain Mallosh, Customer Care Senior Manager at Floward, said the transformation demonstrated that customer service capacity can be significantly expanded without increasing workforce numbers at the same pace.

She noted that by combining AI agents, WhatsApp journeys, and customer data on a unified platform, Floward achieved a 15% reduction in customer service costs, handled 54,000 customer conversations on Valentine's Day, improved AI containment rates, maintained one-minute average response times, achieved 95% service level agreement (SLA) performance, and increased customer satisfaction scores by 12 percentage points, even during the busiest periods.

Emir Kalem, Head of Customer Success EMEA at Infobip, said Floward's seasonal demand represented an ideal use case for agentic AI. He explained that integrating AI agents, WhatsApp Flows, and live-agent escalation into a single platform helped transform fragmented customer interactions into a seamless experience capable of handling extreme demand while improving overall service quality and operational efficiency.

The partnership highlights the growing adoption of agentic artificial intelligence in customer experience management, enabling businesses to automate high-volume interactions while maintaining personalised support and consistent service standards during peak trading periods.

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