Transforming Workwear Group into an AI-Driven Omnichannel Engine

Market leader in national and corporate apparel supply chains

Workwear Group (WWG) is the leading workwear solutions provider, nationally.

Providing safety and uniform apparel and footwear, across industrial and corporate sectors, WWG is a trusted partner to many businesses and end-wearers. Serving multiple distinct brands, including Hard Yakka, KingGee and NNT and managing complex logistics, WWG caters heavily to B2B customer networks where timely support and clear transactional clarity are critical.

To modernise its service infrastructure, WWG engaged Probe Group - Probe CX, Innovior and Convai - to fundamentally transition its operations away from a traditional, static operational setup.

Legacy technical inertia and process bottlenecks

A comprehensive end-to-end diagnostic review led by Innovior, Probe Group’s digital transformation consultants exposed deep-seated legacy technical inertia and process bottlenecks:

• Rigid legacy infrastructure: WWG ran on a lagging platform locked into limited keyword-based logic that choked automation potential and generated negligible ROI.
• Customer engagement delays: Customers were trapped in long email loops and experiencing delayed response times due to a lack of streamlined channels.
• Avoidable WISMO: B2C customers struggled with complex return processes and lacked real-time order visibility, leading to high volumes of avoidable "Where is my order?" (WISMO) contacts.
• Data blindness: Operations suffered from zero transparency regarding root-cause contact drivers. Quality Assurance (QA) was entirely manual and restricted to a tiny fraction of interaction logs, meaning systemic service variations went unnoticed.

The Augmented Service Evolution

Probe CX executed "The Augmented Service Evolution," establishing a high-performance "Contact Centre in a Box" technology stack. Designed to fulfill WWG’s core mandate of providing the "path of least effort" and improving its overall customer experience, Probe CX deployed a tightly unified platform of Oration by Convai (AI logic), Amazon Connect and Salesforce Service Cloud through Innovior.

Key components included:

• Omnichannel conversational AI: Launched context-aware virtual agents and chatbots across five core WWG brands to triage intent at the digital front door.
• CX concierge & capability scouting: Configured the bots to capture critical data (such as order numbers and intent) prior to a human transfer. This enabled friction-free warm transfers where customers never had to repeat themselves, while hard-deflecting standard requests to self-service.
• Telemetry & QA via ProbeOS: Implemented Generative AI analytics to provide 100% automated QA coverage and real-time interaction diagnostics. This turned verbatim conversations into evidence-based feedback loops for backend IT and operational remediation.

ROI in just 4 weeks 

Within just over four weeks of deployment, the initiative successfully converted a legacy cost centre into a data-rich CX engine across 5 brands:  

• Premium Virtual Agent experience: Five bespoke Virtual Agents were delivered in under four weeks across five brands, with immediate ROI. Client satisfaction resulted in two more Virtual Agents added to the delivery runway.
  
• Massive performance inflection: Automated channel resolution skyrocketed to 51.12%.
  
• Streamlined handle times: Chat Average Handle Time (AHT) compressed by 16.05%.
  
• Enhanced Quality and FCR: Total case resolutions increased by 16.85% due to highly contextual leads, while automated coaching through ProbeOS drove a 3.3% lift in QA pass rates within month one.