Amelia Hired by ASICS to Revolutionize Customer Service in Sports Retail

Amelia, the leading Enterprise Conversational AI software company, announced that Amelia has been hired by ASICS as a digital service agent to enhance customer experiences and free employees from time-consuming tasks.

ASICS’s goal was to deploy a Conversational AI solution to differentiate its customer experience by enabling 24/7 omnichannel support. The company also wanted to improve employee experiences among its workforce by deploying the solution to take on time-consuming, repetitive tasks.

With these criteria in mind, ASICS searched for a digital agent that could understand complex requests, scale with high volumes, provide accurate responses quickly and conduct multi-step transactions end-to-end. ASICS also needed a trainable solution to support a diverse range of roles, including B2B and B2C customer service, as well as service desk management. Ultimately, ASICS was drawn to Amelia’s market-leading context switching, scale and multi-channel capabilities.

ASICS customers can now interact with Amelia 24/7 via numerous channels – email, website chat and social media – for assistance with transactional requests relating to order status and return status updates, dispute case status flows, return instructions and shipping information. The company anticipates that Amelia will help improve ASICS’ Net Promoter Score, maintain Service Level Agreement compliancy, generate up-sell opportunities and increase its first-touch resolution rate.

Amelia indirectly is also expected to improve experiences for ASICS’ employees by reducing call centre workload, which will enable staff to focus solely on high-value tasks. ASICS predicts that this shift of responsibilities will increase job motivation and drive additional sales.

Michelle Stubbings, Director of O2C EMEA at ASICS, said: “We believe that ASICS customers should have unparalleled customer experiences every time they step into our stores, pick up their phones or visit our website. During the pandemic, our employees were overwhelmed with repetitive tasks and inquiries, and we were searching for a best-in-class solution to alleviate some of that workload. Amelia is a critical addition to the company, with an unmatched ability to understand, learn, interact and empathize with our customers while accurately and efficiently resolving their inquiries.”

Chetan Dube, CEO of Amelia, said: “Consumers are demanding high-quality service from retailers through digital channels, and it’s incumbent upon all companies to provide customer support of the highest caliber. We are excited to partner with ASICS, a leader in the retail sports industry, as the company utilizes Amelia to elevate its customer service operations and provide employees with more opportunities to innovate and thrive.”


ASICS was founded in 1949 by Kihachiro Onitsuka who saw the power of sport to lift people’s spirits. ASICS stands for the Latin ‘Anima Sana In Corpore Sano’, or a Sound Mind in a Sound Body. 70 years on the company is committed to supporting more people to move for physical and mental wellbeing. ASICS is a leading designer and manufacturer of running shoes, as well as other athletic footwear, apparel and accessories.

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About Amelia

Amelia is a leading Enterprise Conversational AI software company with a long history of innovation in automation and Conversational AI. We create fulfilling human experiences through groundbreaking AI solutions, as we enable conversational experiences, streamline IT operations, and automate processes. In 2014, we launched Amelia, the Most Human AI™; then in 2018, we introduced true end-to-end, enterprise-wide automation allowing enterprises to quickly optimize back-end operations. Amelia is consistently recognized by third-party analyst firms as a market leader. Headquartered in New York City with offices in 15 countries, Amelia’s roster of client success stories speaks for itself: Our technology impacts more than 200 of the world’s leading brands, including global leaders in banking, insurance, telecommunications, and other industries.

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