About

DILLING is a Danish apparel brand specialising in high-quality clothing made from natural materials, with sustainability and long product lifecycles at the core of the brand. The company operates across multiple European markets, serving customers through localized webshops with different languages, policies, and support requirements.

As DILLING expanded internationally, customer support volume increased accordingly, particularly around sizing, materials, care instructions, orders, delivery, and returns.

The Challenge

Rather than implementing a simple chatbot with predefined answers, DILLING wanted to understand:

• What customers actually need help with

• Which inquiries can be reliably automated

• And where human support should remain involved

The goal was not automation for its own sake, but measurable efficiency without compromising customer experience.

The Approach

Instead of deploying a generic bot, Dialog Intelligens worked closely with DILLING to build an AI-driven support layer grounded in real conversation data.

The collaboration focused on: 

• Analyzing incoming customer conversations across domains and languages 

• Identifying repeatable support patterns with high automation potential 

• Continuously expanding coverage based on real usage - not assumptions 

Automation was introduced incrementally, guided by data on where customers get stuck in the shop and where AI can resolve issues end-to-end with high confidence.

Results

Today, the solution supports DILLING across 14 domains, delivering consistent, automated customer support at scale:

• 10,000+ customer conversations per month

• +90% of customer conversations solved automatically

• 82% CSAT score (customer satisfaction)

• 41% less human support tickets per order

These results show that effective support automation is not about replacing human agents, but about systematically eliminating repetitive work - freeing up time to optimize rather than simply keep up, and ultimately improving the customer experience.