Marks & Spencer automates customer service, moves switchboard employees to stores

After partnering up with Microsoft to incorporate artificial intelligence in its business and setting up a retail data academy to step up its employees’ “data literacy”, Marks & Spencer has taken one more step towards becoming a more digital-savvy retailer. This time, it has joined forces with cloud communications platform Twilio to adopt a system which routes voice calls to the appropriate department, store or contact centre agent with more than 90 percent of accuracy.