Trademark Global drives growth with human + AI teamwork

Turning customer experience into a growth engine  

For Trademark Global, a great customer experience does more than answer a question or solve a problem. It creates an opportunity to build a relationship — and advance the business.  

The eCommerce company offers approximately 8,000 products across multiple categories through major retailers, including Amazon, Walmart, Target and Wayfair. Customers can discover a product in one place, purchase it somewhere else and later come directly to Trademark Global for help.  

That complexity makes delivering a connected experience difficult. But it also makes it essential.  

Major marketplaces set strict service-level requirements, with revenue consequences when sellers fail to meet them. At the same time, consumers increasingly expect brands to know who they are, understand what they need and make it effortless to move forward — wherever their journey began.  

Trademark Global saw an opportunity to rethink the role that customer experience plays in the business.  

“A good customer experience isn’t just a happy moment,” said Jason Sustar, Chief Operating Officer at Trademark Global. “Every time we have the opportunity to interact with someone, it’s an opportunity to grow the business and to build a lasting relationship with a customer.”  

The question became how to deliver that experience across thousands of products, multiple brands and channels — without simply adding people as the business expanded.  

Trademark Global needed to change how the work got done.  

Building on one strategic platform  

The Genesys Cloud™ platform gave Trademark Global a connected foundation for its transformation.  

The company uses a broad range of Genesys capabilities, including voice and digital engagement, workforce management, quality assurance, gamification, predictive routing, predictive engagement, virtual supervisors, copilots and agentic virtual agents (AVA).  

Instead of adding separate technologies each time Trademark Global wants to solve a new problem, it can build, test and expand new approaches on the same platform — connecting customer context, engagement, employees and AI.  

“Genesys is so much more than just a platform. It’s a canvas,” said Lorena Lovric, Director of Customer Experience at Trademark Global. “It gave us an open field to just keep creating, to scale, to adapt to what we need as a business.”  

That flexibility has helped Trademark Global move quickly with little cost. And when the team was ready to introduce agentic AI, the people who understood its customer journeys best were able to build it themselves.  

Built by CX, for CX  

The CX team at Trademark Global built its Genesys Cloud Agentic Virtual Agent without additional technical resources.  

Through Genesys Education and the Genesys Orchestrators program, team members developed the skills to design, build and continually improve their virtual agent. That enabled the CX organization the ability to turn its own knowledge of customers, processes and pain points into working AI.  

“Our agentic virtual agent was built by CX for CX,” said Lovric.  

And the team doesn’t just treat AVA like another piece of software.  

“We consider our agentic virtual agent one of our team members,” she said. “It’s somebody you need to train. It’s somebody you need to keep optimizing.”  

That mindset is changing the way Trademark Global divides work among people and AI.  

AVA can gather customer and order information from multiple databases, check the status of an order, troubleshoot product issues, guide customers toward the right product and file warranty claims. With defined knowledge, actions and guardrails, it can do more than answer a customer’s question. It can take action to help resolve issues.  

When human expertise is needed, the information that the AVA has already gathered moves with the interaction through Genesys Cloud Agent Copilot. When an agent steps in to further assist the customer, they have great context. Agents don’t have to ask customers to start over or search multiple systems for information.   

AI and people aren’t operating in separate experiences. They’re working together toward the same outcome.  

Giving people more time for the moments that matter  

AI is changing the role employees play, too.  

Trademark Global looks to its employees to identify repetitive tasks and friction that AI can take on. Now, Genesys Cloud Agentic Virtual Agent can gather information and complete routine action, while people spend more time on interactions that benefit from empathy, judgment and relationship-building.  

“AI gives our people more time to focus on moments that matter,” said Lovric.  

The goal isn’t to automate every interaction or eliminate human involvement. It’s to determine where AI can create the most value, where a person can create the most value and how the two can work together seamlessly.  

AVA is already containing 42% of interactions, creating additional capacity for employees to focus elsewhere. And it has achieved a 91% success rate with warranty claims, showing the shift from simply answering a customer’s question to completing the work required to resolve it.  

And by taking on repetitive tasks and gathering information that previously required employees to search across multiple systems, AVA reduces friction in their day-to-day work. That gives employees more time to focus on customers.   

Trademark Global now reports an employee Net Promoter Score of 82, reflecting a workforce that Lovric describes as “incredibly happy.”  

Driving growth beyond service  

But the Trademark Global transformation isn’t ultimately about how much work AI can handle. It’s about what the company can accomplish when humans and AI work together.  

AVA isn’t limited to resolving service needs. It can also help customers navigate options and choose the right product — turning a customer interaction into an opportunity to deepen the relationship and drive growth.  

Since introducing AVA, Trademark Global has seen a 111% increase in referral code usage, providing an early signal of how AI-enabled customer experiences can contribute directly to revenue opportunities.  

It brings the company back to the idea that shaped its transformation in the first place: Every interaction has value beyond the immediate issue being resolved.  

Resolve a problem effortlessly and you can build trust. Help someone make the right decision and you can create another purchase. Give employees more capacity for meaningful conversations and they can build stronger relationships. And give AI the ability to act alongside humans and the business can do all of this at greater scale.  

“CX is no longer a cost center,” said Lovric. “CX is the growth engine.”  

Building for scale and what comes next  

Now Trademark Global is scaling that model.  

Agentic AI is deployed across three of its primary brands, with plans to expand to another 12. As it grows, the company will continue working with employees to identify where AI can take on more work and autonomy within defined guardrails — freeing people to focus where their expertise and empathy create the greatest value.  

The longer-term ambition is to move from reactive eCommerce service toward more proactive engagement: Anticipating customer needs, connecting context across interactions and creating more opportunities to strengthen the relationship.  

That’s the bigger transformation underway at Trademark Global.  

Genesys Cloud provides the strategic platform. Humans and AI work as teammates. AI can take action within guardrails. And customer experience becomes more than a function that serves the business — it becomes a way to grow it.  

To learn more about the solutions featured in this case study, visit www.genesys.com.