Industry: Logistics
Service type: Journey ops, Design
Size: M
Designing support experiences that spark connection: dao’s AI chat assistant
Every great journey is shaped by moments of trust, ease, and a sense of being heard. In a world where customer loyalty is forged through seamless, empathic service, dao set out to elevate the support experience to new heights. Inviting us—and our partners at Abtion—into the process, dao embraced possibility: a conversational AI assistant ready to answer questions in customers’ own words. The outcome? Less friction. Higher satisfaction. More energy freed for their teams to solve the twists and turns that matter most. And since day one, this digital companion has trimmed repetitive tasks while generating insights that fuel smarter, more inspiring service.
Why it matters
What if searching for answers felt more like a conversation and less like wandering a maze? By reimagining dao’s FAQ as an interactive, AI-powered experience, we turned the search for information into a genuine dialogue. Customers now find what they need—quickly, intuitively, and on their terms. For dao’s passionate support team, it means fewer repetitive questions and more space for the meaningful, human interactions that turn customers into loyal fans. A simple shift—yet a win for all.
About dao
Rooted in Danish history since 1921, dao is the country’s only nationwide parcel and newspaper distributor. Known for rapid, reliable deliveries and everyday dedication, dao stands out for one more reason: exceptional, always-on customer service. Whether tracking a package or planning a delivery, customers know help is just a question away.
Challenge
When dao relaunched dao.as in winter 2024 ([view case]), the website was poised as the heartbeat of customer touchpoints. Yet, the help center—anchored by an extensive FAQ—just didn’t resonate with the way people now seek support:
The sheer breadth of FAQs left users adrift, struggling to uncover the right answers.
Every customer journey is unique, while a static FAQ speaks in broad strokes.
Inspired by the likes of conversational AI and ChatGPT, people now expect support to feel intuitive, interactive—even a bit magical.
Meanwhile, dao’s support team felt the pressure. Answering the same routine questions siphoned time away from complex, value-generating conversations. Even with navigation tweaks, few customers had the patience for the old hunt-and-find.
Approach
Together with dao and our tech partner Abtion, we set our sights on something bolder—a support journey where creativity, empathy, and technology dance together. The mission: empower users and the support team through one intelligent, always-learning AI assistant.
Our process unfolded in three purposeful phases:
Discovery and Definition
Aligned on goals and impact with dao’s support and leadership teams.
Interviewed support staff to reveal top inquiry categories and unmet needs.
Mapped user journeys to spotlight where AI could truly make a difference.
Design and Development
Crafted a conversational interface, woven seamlessly into dao.as, with dao’s brand identity at its heart.
Built a robust training framework, ensuring every AI answer rings true and relevant.
Designed smart escalation flows—so should a question need the human touch, the transition feels natural.
Implementation and Iteration
Launched the AI assistant with a careful, data-driven rollout.
Tuned its skills in real-time, responding to both familiar and new queries.
Collaborated closely with dao’s support and content teams, making sure answers evolve alongside the website.
Solution
The result? A digital assistant that listens, responds, and adapts:
Customers ask in their own words and receive answers in moments—no extra clicks, no confusion.
Guided flows steer users through complex topics—package tracking, delivery options, pickup points—with reassuring clarity.
Where necessary, the assistant hands off seamlessly to dao’s support team, keeping every interaction smooth and connected.
Impact
Since its debut in September 2024, the impact has been clear and compelling:
Routine inquiries to human agents on basic topics fell by X%, giving experts more time for nuanced challenges.
Over X users have engaged with the AI assistant, with X% reporting delight and satisfaction.
dao now taps into live conversational data, constantly learning what customers seek—and updating content and service with fresh insight.
This AI assistant is far more than a support tool—it’s a strategic compass, helping dao anticipate evolving needs, stay agile, and deepen connections at every step.
Ready to imagine what’s possible for your own customer journey…?
