How Coolblue connects over 94% of its callers to the right expert using A
Coolblue is known for its customer-first approach. “Anything for a smile” isn’t just a slogan. It’s how they operate. Service is in their DNA. But even a company that takes customer contact seriously faces complexity at scale. With hundreds of calls coming in every day, how do you make sure each one reaches the right person? And how do you do that without compromising speed or the personal touch?
Coolblue’s product range spans everything from laptops and washing machines to e-bikes and business solutions. That means customers call with a wide variety of questions — about deliveries, warranties, repairs, advice, or B2B quotes. This diversity demands a smart, scalable routing approach. One that reduces errors and keeps the customer experience smooth and efficient.
The challenge: Wrong routing leads to frustration
Coolblue’s IVR menu is now a thing of the past and has been replaced by an advanced Voice Technology and AI solution: AssistYou’s digital voice assistant. As Coolblue’s digital host, AssistYou’s voice assistant is able to understand accurately who is calling about what. Based on this information, the assistant decides to which group of specialists the customer is to be routed. This results in customers speaking to the right product specialist in one go, meaning less incorrect routings and happier customers. Due to the voice assistant, Coolblue can go the extra smile to deliver an even better experience to all calling customers.
This had real consequences:
Customers didn’t always reach the right agent
Too many internal transfers
Lower satisfaction with the phone experience
Coolblue needed a solution that felt friendly and worked flawlessly.
The solution: Just say what you need
Together with AssistYou, Coolblue removed the menu. Instead, callers hear one simple question:
“Hi, welcome to Coolblue. In one or two sentences, tell us how we can help.”
That’s it. No buttons. No confusion. The customer speaks. The Digital Assistant listens. And connects them directly to the right team.
The AI uses intent recognition to understand the request. And it works. In over 94% of cases, the caller is routed correctly on the first try.
Just as important as the accuracy is the experience. The assistant sounds like Coolblue. Friendly, clear, and ready to help.
More than just smart tech
What makes this solution so powerful is how it connects with Coolblue’s customer systems. Before the agent even answers the call, they already know who is calling, what the likely topic is, and whether there’s been recent contact.
That saves time. More importantly, it makes the experience feel personal. No need to repeat your story. Just someone who’s ready to help.
Smarter service through data
The Digital Assistant does more than route calls. Through the AssistYou Portal, Coolblue gets real-time insights into:
How many calls are handled automatically
Why customers are calling
How successful the routing is
These insights help the team plan better, spot trends, and improve processes where it matters most.
The results
More than 94% of callers routed correctly on the first try
Fewer internal transfers
Higher satisfaction with the phone experience
Agents are better prepared for each call
Real-time insight into customer needs and behaviour
No hassle. No repetition. Just say what you need and get the right help right away.
Want to give your customers the same experience?
Book a free demo and see what the Digital Assistant can do for your service.