Crocs Puts One AI Agent in Charge of Sales and Service

Crocs has introduced an AI-powered agent called Rivet to streamline customer service and sales interactions on its website. Previously, shoppers had to navigate between various pages and support queues to address their queries regarding product fit, returns, and refunds. With Rivet, all these tasks can be handled within a single conversation.

Before Rivet, Crocs' service team managed 178,000 inquiries each month, with the majority being about order tracking and returns. To achieve this, Crocs built Rivet using Salesforce's Agentforce platform in collaboration with Rosetree Solutions. The AI agent is composed of specialized sub-agents that can handle different tasks such as product discovery, FAQs, order tracking, returns, and conversational checkout.

An orchestrator coordinates these sub-agents to ensure smooth and efficient service. By unifying service data, Crocs has reported a 50% reduction in redundant customer profiles and a 50% decrease in average handle time. The company anticipates that Rivet will increase the share of conversations resolved without human intervention, as well as improve search success, click-through rates, average order value, and items per order.

While shoppers are already comfortable using AI for product research, only a quarter would allow an agent to handle payment and checkout. Therefore, building trust in Rivet's ability to handle sensitive tasks like payment will be crucial for its success.