The Cambridge KPMG UK Customer Experience Excellence Report 2025/26 featured the CX transformation journey at Elaraby Group, powered by Tactful AI, as a case study in AI-driven customer experience excellence.
The report highlights how ELARABY Group unified over 1 million customer conversations across 19 social channels into a single workspace, eliminating tab-switching and giving agents instant context on every interaction.
Tactful's smart routing detected the language, intent, and brand behind each inquiry and assigned it to the most suitable agent or queue. For example, a customer asking about a Tornado blender on Facebook reached a salesperson trained on that product line, while a warranty question in Arabic went directly to an Arabic-speaking support specialist.
The case study reports first-contact resolution rising from 53% to 92%. It also reports CSAT rising from 22% to about 80%. The KPMG case study was written by an adviser to Tactful AI.
"We've seen significant improvements in sales, customer satisfaction, and operational efficiency. Tactful AI team and technology exceeded expectations on all fronts," said Dr Manal Negmeldin, Head of Direct Channels at ELARABY Group.