United KingdomRetail and e-commerce2023 – ongoing

DFS

Sofia conversational AI chatbot for online customer queries

DFS's Sofia chatbot lifted intent recognition from 52% to 67% and chatbot sales conversion from 4.51% to 7.09%, per CM.com

WorkingVendor case studyVendor ↗

Problem

DFS customers asked many routine questions about orders, delivery and products, which queued calls for live agents. The furniture retailer wanted an online channel that answered these and routed the rest to the right team.

Approach

DFS signed a multi-year deal with CM.com and added its Conversational AI chatbot, named Sofia, to the DFS online platform. Sofia uses dialogues, intent recognition and a Q&A database to handle where-is-my-order, delivery and product queries. Generative AI from CM.com's work with OpenAI pre-populated likely customer questions, which shortened onboarding.

Results

52% to 67%recognition rate after launch, per CM.comVendor case study[1]

8%fall in queries routed to the wrong team, per CM.comVendor case study[1]

29%improvement in customer satisfaction, per CM.comVendor case study[1]

4.51% to 7.09%chatbot sales conversion, per CM.comVendor case study[1]

Takeaway

The reported gains cover recognition, routing, satisfaction and sales conversion. CM.com did not say how satisfaction or conversion were measured.

Sources

DFS revamps online customer experience with CM.com's AI-powered chatbot technology
CM.com12 Jul 2023Vendor publication

Source summaries

[1]CM.com12 Jul 2023

CM.com's press release describes the Sofia chatbot built for DFS and what it handles. It reports recognition up from 52% to 67%, 8% fewer misrouted queries, 29% higher customer satisfaction and chatbot sales conversion up from 4.51% to 7.09%.

Full details are in the original sources.

Added 1 Nov 2026 · Updated 1 Nov 2026