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How one of Sweden’s largest department stores crushed their automation goals
Industry
Retail
Markets
Sweden, Norway, Finland
Use cases
Customer support, Internal support
Too many questions, too little time
Rusta has been a household name in Sweden since 1986, offering everything from home decor to outdoor essentials – at prices that make everyday living affordable. But as their popularity grew, so did the number of customer questions. Most of the incoming requests were quick to answer – store hours, product availability, and returns – yet they took up a surprising amount of the team’s time. At the same time, internal teams were navigating similar issues. HR was flooded with the same questions week after week, and sales teams needed faster answers to product queries. Things were starting to bottleneck.
Ease the pressure on both customer service and internal support. Free up valuable time without losing the personal touch customers and employees appreciate.
“We realized we were spending too much time on repeat questions. We needed something that could help us scale support without scaling costs – or stress.”
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A chatbot designed to take charge
With help from the Ebbot platform, Rusta launched Christina – their first AI-powered chatbot, named after their Customer Service Director. Christina was trained to answer common customer questions, hand over complex cases to live agents, and keep the tone warm, helpful, and on-brand.
She integrated directly with Rusta’s support systems and quickly became a trusted first point of contact. Whether it’s store info or complaint handling, Christina was ready –24/7.
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One for the team, too
Encouraged by Christina’s success, Rusta introduced a second chatbot – this time for internal use. The bot now helps staff get quick answers to questions about products, vacation policies, and everyday IT hiccups like password resets.
“The chatbot has completely transformed how we engage with customers and manage inquiries. It has made us more available, streamlined our case handling, and allowed for more 'one-touch resolutions.”
Efficiency, cost savings, and happy customers
30% cost savings
With much of the support automated, Rusta reduced their overall customer service costs by nearly a third, even accounting for the cost of the chatbot.
4/5 customer satisfaction
While automation and cost savings are impressive, maintaining customer satisfaction is key. Christina consistently delivered, with an average rating of 4 out of 5 from customers.
13% drop in other channels
As more customers turned to the chatbot for fast and convenient help, the load on other channels like phone and email decreased significantly.
Streamlined internal workflows
The introduction of a 24/7 chatbot has significantly reduced the time employees spend on routine questions, allowing them to work more efficiently and improve productivity.
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