Efficiency and Connection: How C&A Transformed Its Customer Service Hub with the VTEX CX Platform

In fashion retail, speed is a baseline, but relevance is what builds a brand. For C&A, one of Brazil's largest retailers, the challenge went beyond ticket automation: the goal was to ensure every interaction functioned as a natural extension of the consumer journey, within a service hub that prioritizes fluidity and intimacy.

C&A partnered with the VTEX CX Platform to elevate this experience. The objective was to make the journey simpler, more human, and fully connected, leveraging data intelligence to ensure the brand remains present at every touchpoint with the precision modern consumers demand.

The project was not designed merely to clear tickets, but to foster long-term relationships. The core strategy involved embedding AI into the heart of C&A's CRM, allowing intelligent agents to grasp the context of each consumer in real-time.

Key pillars of this transformation include:

• Omnichannel Connectivity: The agent operates seamlessly, respecting customer history and specific needs regardless of the chosen channel.
• Data-Driven Intelligence: With real-time CRM access, AI personalizes responses, eliminating friction and making the experience intuitive.
• Focus on Effective Resolution: Automation acts as an enabler, allowing human teams to focus on high-complexity cases and the ongoing refinement of relationship strategies.

For C&A, contact retention is just the starting point. The true measure of success was the impact on consumer sentiment. By taking its technology stack to the next level, the brand achieved significant results:

• Resolution Rate: 90% automated resolution via AI.
• Customer Satisfaction Score (CSAT): Consolidated average of 82.63%.
• Perceived Excellence: 70.87% of users awarded a top rating (5 out of 5).

"Retention is great, but only when it actually satisfies the customer! When we hit 89% retention, the team was in disbelief. We jumped from 70% to 88% after the first rollout, and then it climbed even higher. But what about satisfaction? That told an even bigger story: 82% satisfaction, with nearly 71% of consumers giving us top marks—that was the real validator. Retention proved we could provide speed, but 'solving the problem' was the real breakthrough."

— Sahel Marques, Senior Manager of Customer Service at C&A.

The C&A case demonstrates that AI in enterprise retail, when applied with clear purpose, becomes an enabler of brand culture. By transforming bureaucratic support into a living, intelligent relationship hub, C&A has proven that efficiency and humanization go hand-in-hand.

This is just the beginning. With a solid foundation in place, C&A is following a roadmap focused on expanding this intelligence across other channels, ensuring consumers always have a fluid, high-value conversation with the brand.