AI-Driven QA and Outbound Sales Automation Transforming Retail CX
This premium retailer deployed Trusst AI to analyse every customer call for quality, sentiment, and compliance - replacing manual sampling with full visibility. By surfacing the behaviours behind top-performing agents and deploying an Outbound Sales AI Agent to follow up on missed sales and lapsed customers, the business gained measurable improvements in conversion, coaching efficiency, and proactive engagement.
The Challenge
A leading premium gifting and e-commerce retailer handles ~10,000 customer calls each month through its contact centre - where phone orders consistently outperform online sales.
Despite this, the business had limited visibility into what drove conversion success or where customer friction occurred.
Only a small sample of calls was manually reviewed for quality, leaving the majority unevaluated for performance or compliance.
This lack of insight led to wide variation between agents, inconsistent customer experiences, and missed opportunities to replicate top-performer behaviour.
With high attrition and manual QA processes, the business needed a scalable, data-driven way to evaluate every interaction and uncover the drivers of sales, satisfaction, and retention.
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The Solution
The retailer partnered with Trusst AI to launch a 6-week Launchpad, rapidly deploying automated QA, sentiment analytics, and conversational insights across its contact centre.
The phased rollout ingested 100% of calls into Trusst AI’s secure environment, enabling end-to-end visibility and real-time performance analysis.
Key initiatives included:
- Calibration Phase: AI QA scorecards configured around brand-specific standards — tone, empathy, upselling, and resolution quality.
- Continuous Ingestion: Near real-time analysis of all customer calls for sentiment, compliance, and best-practice identification.
- Value Case Creation: Quantifying the impact on QA accuracy, coaching efficiency, and conversion rates.
An Outbound Sales AI Agent prototype was also deployed — designed to re-engage lapsed customers, follow up on incomplete orders, and send personalised gifting reminders — turning AI insight into proactive sales automation.
The Service
The Impact
- 95%+ Continuous Call Ingestion with real-time QA and analytics
- 100% QA Coverage replacing manual sampling
- >99% Accuracy in Sentiment & Compliance Detection
- 3–5 pp Lift in Sales Conversions through AI-driven best-practice replication
- 20–25% Coaching Efficiency Improvement
- Automated Outbound Engagements driving new and repeat sales
- Reduced Agent Attrition through fair, consistent feedback
“We now have complete visibility into every customer conversation. The data tells us what drives success — and the outbound AI agent helps us act on it instantly.”
— Head of CX & Sales Enablement, Premium Gifting Retailer
