Shoppers get order tracking, returns, and refunds resolved in seconds, even through peak-season surges. Agents focus only on the hard cases.

At a glance

Industry: Retail and e-commerce Channels: WhatsApp, web chat, mobile app Languages: Arabic and English, auto-detected

The company

A major retailer selling across electronics, home, and general merchandise, online and in store. Support volume is dominated by post-purchase questions, and it explodes during sale events, exactly when a slow reply costs the most.

The challenge

The retailer’s support was overwhelmed by post-purchase queries, led by one question above all others: “where is my order?” Returns, refunds that never arrived, missing or damaged items, and orders cancelled after payment filled the rest of the queue.

The pattern is well documented. Industry research shows “where is my order?” accounts for 30 to 50% of all support tickets, surging to 70 to 80% during peak season, each such contact costs around five dollars to resolve, and 32% of customers leave a brand they love after a single bad experience. Peak events multiplied all of it.

Two constraints shaped the solution: refunds move money and needed identity verification, and customer data had to stay resident in-market.

Why AWX

The retailer evaluated AWX against the leading global AI customer-service platforms. Three things set AWX apart.

Omnichannel from day one. AWX handles order, return, and refund conversations across WhatsApp, web, and the app, where customers already are.

Peak-season scale. AWX absorbs Black Friday volume automatically, with no added headcount.

Verified, unstuck refunds. AWX checks eligibility, verifies identity, and pushes stalled refunds through to the original method, or escalates when the gateway stalls.

The solution

AWX deployed as an autonomous customer agent across WhatsApp, web chat, and the app, connected to the retailer’s order management, fulfilment, and payment systems.

Identity verified before money moves. Every refund is gated behind OTP and verification, with a full audit trail.

The routine, handled end to end. AWX resolves the highest-volume conversations autonomously: order status and tracking (WISMO), with a live ETA; returns and refunds, including stuck-refund recovery; missing, damaged, or wrong items, verified against the fulfilment log; orders cancelled after payment; warranty and repair claims; and delivery reschedules and proof of delivery.

Knows its limits. Complex or contested cases escalate to a human agent with full context attached.

The results

Within the first quarter, AWX was resolving the majority of customer conversations without a human. 85% of routine conversations were automated end to end, order and refund answers came back in seconds, first response dropped under 60 seconds, and CSAT reached 4.7 out of 5. The retailer handled its biggest sale event with zero added headcount, and stuck refunds were recovered or escalated instead of ignored.

Compliance and security, by design

AWX verifies identity before any refund, logs every action, keeps customer data resident in-market, and escalates contested cases to a human. The retailer controls the rules end to end.

What’s next

The retailer is extending AWX into proactive delivery updates, post-purchase upsell, and loyalty support, all inside the same sovereign, audited perimeter.

About AWX

AWX builds AI customer-experience agents for regulated, support-heavy industries in the Middle East. AWX verifies identity, resolves the routine in under a minute, escalates the complex to humans with full context, and keeps every action compliant and in-country. Banking and finance, insurance, utilities, mobility, travel, and retail.