fossil group: global customer service ai agent
case studies highlights
Fossil Group is a globally recognised lifestyle and fashion company, home to brands including Fossil, Michael Kors, and Diesel. Operating across multiple international markets, the group delivers premium accessories and customer experiences at scale, requiring consistent yet locally relevant support across regions.
the challenge
As a global lifestyle brand operating across multiple regions and languages, Fossil Group needed a scalable, multilingual chatbot solution to deliver fast, consistent, high-quality customer support without compromising brand voice or customer satisfaction.
The key challenges included:
Supporting diverse international markets with localised interactions
Maintaining brand tone across multiple brands and regions
Scaling support efficiently without reducing service quality
Accelerating deployment while ensuring technical robustness
the solution
As Global Chatbot Strategy Lead, Julie led and personally built the end-to-end conversational AI solution across seven international markets.
Her role went beyond strategy, she architected, designed, and implemented the multilingual chatbot agents, ensuring each was technically robust, locally relevant, and aligned to brand voice.
The delivery included:
Built Multilingual AI Agents: Designed and deployed chatbot agents in 7 languages (UK, US, Germany, Spain, Italy, France, and the Netherlands).
Data-Driven Conversational UX: Engineered optimised conversation flows and API integrations tailored per market.
Scalable Architecture: Created a robust framework supporting multiple brands including Fossil, Michael Kors, and Diesel.
Accelerated Deployment: Delivered the global rollout 5 months ahead of schedule, significantly accelerating time-to-value.
300% Increase in Chat Engagement: Significantly expanded customer interaction and digital adoption across markets.
400% Growth in Automated Resolution Rates: Dramatically improved operational efficiency while eliminating failed chats entirely.
Zero Failed Chat Experience: Stabilised and optimised the platform to deliver consistent, high-quality interactions.
Promoted to Project Lead in 4 Months: Recognised for performance and entrusted with managing a £200,000 enhancement budget.
Delivered 5 Months Ahead of Schedule: Accelerated time-to-value through disciplined strategy and execution.
Enterprise-Wide Alignment: Built cross-functional collaboration across contact centre, development, customer service, finance, and external partners to successfully design and deploy scalable AI solutions.
The results
"Julie is, without doubt, one of the most impressive people I've ever worked with. She hit the ground running, engaging stakeholders, building relationships, and bringing structure, energy, and focus to a brand-new initiative. She made a huge impact in a short amount of time, and I’d work with her again in a heartbeat.Julie leads without ego, collaborates with genuine warmth, and consistently brings out the best in everyone around her.
Sarah Woodward, Head of Customer Care EMEA Global Consumer Lifestyle Brand
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