Nelly
Case study | Nelly.com

A love story between a robot and one of the best customer service teams in Sweden.

Industry

Fashion & E-commerce

Markets

Sweden, Norway, Finland

Use cases

Customer support

Utmaningen

Making high-volume support feel personal

Nelly is one of the most recognizable names in Nordic fashion e-commerce, known for trend-savvy collections and a bold, playful brand. But in the run-up to Black Friday 2021, their customer service team was bracing for impact. Thousands of inquiries about orders, returns, and claims were expected to pour in – and Nelly didn’t just want to stay afloat. They saw the moment as a chance to build something more: a scalable, on-brand support experience that customers would actually enjoy using.

Målet

Automate repetitive cases and maintain top-tier customer experience – while bringing the Nelly brand to life in every interaction.

“Vi var ute efter en digital förstärkning av vårt team – någon som kunde avlasta vid högt tryck, men ändå kännas 100 % Nelly.”

– Mikaela Loch
Customer experience manager, Nelly.com
Mikaela Loch - Nelly.com Case 1
Lösningen

A chatbot with personality and purpose

Together with Ebbot, Nelly built a custom AI chatbot trained on their most common inquiries. From tracking orders to processing claims, the bot was designed to resolve customer issues quickly and clearly – 24 hours a day.

But more than that, it spoke Nelly. Every message was crafted with a playful, confident tone that matched the brand voice perfectly – creating a chatbot that felt like a natural part of the team, not just a stiff robot.

Fully integrated with Zendesk

Behind the scenes, the chatbot seamlessly integrates with Nelly’s ticketing system, Zendesk, and their order management system, enabling it to take action, not just answer questions. It handles claims by gathering essential details, retrieving order information, and automatically creating tickets with all necessary data for swift resolution. For returns, the chatbot checks eligibility, guides customers through the process, and forwards cases to agents when needed.

Order tracking is handled with precision, as the chatbot fetches real-time updates or escalates unresolved issues to live agents while minimizing handling time. By adapting to Nelly’s workflows, the chatbot ensures consistent, round-the-clock support that’s both efficient and aligned with the brand’s customer-first approach.

“Ebbots produkt är smart och intuitiv och vi har bara positiva erfarenheter av samarbetet”

– Mikaela Loch
Customer experience manager, Nelly.com
Mikaela Loch - Nelly.com Case 2
Resultaten

Automation that feels anything but robotic

130,000+ customers helped

The chatbot has already supported well over 130,000 customers, resolving common issues instantly and keeping response times low.

24/7 availability

No matter the hour, the chatbot is there to help — ensuring smooth customer experiences, even during high-traffic sales periods.

Automated ticket creation

With automated ticket creation through Zendesk, human agents save time on admin and can dive straight into more complex cases.

Satisfaction that keeps growing

Customers love the mix of speed, personality, and clarity. Bot satisfaction scores continue to climb – showing that helpful can still be fun.

Trusted by

 • Nelly.com • Bredband2 • Rusta • Toyota • Nelly.com

 • Hilton • Maxi-Cosi • Nelly.com • Nilsson Group • Nelly.com

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