Menswear brand Charles Tyrwhitt undertook a deliberate CX redesign to uphold its mission to make it easy for men to dress well in an ever-changing landscape. While performance was strong, legacy, system silos and a clunky advisor experience limited progress. A coordinated change roadmap and people plan were developed, underpinned by AI automation, an omnichannel platform and an enhanced colleague journey. The results have been significant – 53.2% webchat automation, the ability to absorb 750,000 new customers without additional headcount among other successes – demonstrating how purposeful, well governed change can deliver sustainable impact.
Gold Winner: Best Customer Experience Redesign