Fashion trends are always changing, but great customer experiences never go out of style. Leading Brazilian retailer Riachuelo embraces this philosophy by turning customer signals into guidance and action with Genesys Cloud — creating a connected human and AI service model that achieves 84% customer retention with Genesys Cloud Agentic Virtual Agent and increases customer satisfaction by 60%.
26% reduction
in technology costs following cloud migration
60% increase
in customer satisfaction with Agentic Virtual Agent
84% customer retention
with Agentic Virtual Agent
437% increase
in quality monitoring productivity without adding staff
20% increase
in outbound dialing volume
66-point improvement
in sales conversion
Fashion is always evolving. So are customer expectations.
Riachuelo has an ambitious vision: Offer the best fashion experience in Brazil. For one of the country’s leading retailers, that promise extends from what customers discover in more than 400 stores to every interaction they have with the business.
At roughly 1 million customer interactions each month, delivering on that promise had become increasingly complex. Voice and chat operated separately. Quality monitoring was manual. Employees often had to leave an interaction to search for the right information.
The problem wasn’t simply volume. What customers were saying, what employees knew and what the business did next were not connected.
The strategy at Riachuelo was simple: Connect the journey, not just the channels.
The company moved its customer engagement operations to the Genesys Cloud™ platform, reducing technology costs by 26%; improving overall customer satisfaction by 11%; and creating a connected foundation for customers, employees and AI.
What began as cloud modernization is becoming a new way to deliver service. Riachuelo first used AI to understand the work. Then it used AI to help people do the work. Now, for defined customer needs, Genesys Cloud Agentic Virtual Agent can take action and do the work.
The transformation starts with the conversations that Riachuelo is already having.
Before Genesys Cloud, the quality team could review only a sample of customer interactions. Finding the reason behind a complaint could feel like “looking for a needle in a haystack,” said Antônio Danilo de Souza Silva, Quality Analyst at Riachuelo.
AI-powered quality monitoring changed both the scale of the process and the work employees perform.
Riachuelo increased monitoring productivity from 10 to as many as 54 evaluations per day — a 437% increase — while reducing evaluation time from nearly 19 minutes to under four. Now, only two employees are needed to manage monitoring, down from 12, allowing the others to move into higher-value work.
Instead of spending most of their time finding and scoring conversations, employees can spend more time understanding what those conversations reveal, identifying where customers encounter friction and deciding what the business should improve.
Genesys Cloud Speech and Text Analytics extends that intelligence, surfacing customer sentiment, recurring topics and opportunities for improvement. The Riachuelo Voice of the Customer team shares those signals across eCommerce, stores and financial products, helping teams respond faster when a process changes or a new collection launches.
Customer conversations are no longer just records of what happened. Each one becomes a signal for what Riachuelo should do next.
“AI ceased to be merely an operational support and began to act as a strategic engine of transformation and competitive advantage.”
César Nicoletti
Senior Manager, Midway and Riachuelo
That same intelligence now reaches consultants while they’re serving customers.
The company’s eCommerce consultants once relied on scripts they had created and stored in separate documents. During an interaction, they might leave the conversation to search for the right response or ask a colleague to send them the information they needed.
Genesys Cloud Agent Copilot now follows the conversation in real time and recommends responses based on the company’s processes, brand voice and customer needs.
Relevant guidance no longer sits in a separate document. It appears in the moment it can change the outcome.
Within roughly three months, average handling time fell by nearly two minutes — a 28% reduction. Riachuelo has since expanded Agent Copilot beyond eCommerce into card services and payroll lending.
The impact extends beyond service efficiency. In telesales, Riachuelo increased outbound dialing volume by 20%, while sales conversion improved by 66 points. The customer service operation is not only becoming more efficient; it’s contributing more directly to business growth.
Delivery delays gave Riachuelo an opportunity to move from AI-assisted work to agentic service.
As the leading reason customers contact its eCommerce operation, late orders generated a high volume of requests. Most customers wanted to know why an order was delayed, when it would arrive or what should happen next.
The questions were relatively straightforward. Resolving them was not. An employee still had to provide an update, share tracking information or create a support ticket.
Riachuelo built a Genesys Cloud Agentic Virtual Agent for its WhatsApp journey and trained it using scripts from some of its strongest consultants.
AVA can provide tracking links, create Level 2 support tickets automatically, handle critical situations and connect customers with relevant self-service options. It does more than answer a question. It moves the journey forward.
Unlike a traditional chatbot that primarily responds, AVA can understand the customer’s need and act on it within a defined service process.
AVA now retains 84% of these interactions in self-service, compared with 30% for Riachuelo’s traditional chatbot.
“We practically never received positive feedback when customers were served by a chatbot,” said César Nicoletti, Senior Manager at Midway and Riachuelo. “Now, with the AI agent, our customer satisfaction has increased by 60%.”
AI is no longer only analyzing an interaction or recommending what a person should do next. It is handling a defined part of the customer journey, while consultants remain available for exceptions and moments that require judgment or a human touch.
That is the shift from a human workforce supported by AI to a human plus AI workforce designed to work together.
“We practically never received positive feedback when customers were served by a chatbot. Now, with the AI agent, our customer satisfaction has increased by 60%.”
César Nicoletti
Senior Manager, Midway and Riacheulo
AI-powered quality monitoring, Speech and Text Analytics, Agent Copilot and AVA aren’t disconnected technology implementations. Together, they create a continuous operating loop: Understand, assist, act and improve.
Customer conversations reveal needs and friction. AI surfaces patterns across those interactions. People use the insights to improve processes, knowledge and service standards. Copilot brings relevant context into live conversations. AVA takes on defined customer needs directly. The results create new signals for Riachuelo to learn from and improve again.
Genesys Cloud connects that cycle around the outcomes Riachuelo wants to improve — bringing together customer signals, human judgment and AI action on one platform.
“AI ceased to be merely an operational support and began to act as a strategic engine of transformation and competitive advantage,” Nicoletti said.
The company plans to expand virtual agents across voice and chat, giving AI more defined work while making the transition to a consultant increasingly seamless when a person is needed.
For Riachuelo, AI isn’t a standalone project with a fixed end date. It’s becoming part of how the business continuously improves service, decides where people add the most value and responds to changing customer needs.
In an industry built on anticipating what customers want next, Riachuelo is creating a service model designed to do the same.
To learn more about the solutions featured in this case study, visit www.genesys.com.
