Bofrost has integrated artificial intelligence (AI) to enhance customer interaction and reduce churn rates. The company, based in San Vito al Tagliamento, Italy and a leader in frozen food sales, started exploring AI applications about a decade ago after witnessing its potential at the National Retail Forum in New York. CEO Gianluca Tesolin was inspired by a company that used machine learning to analyze customer loyalty cards and offer personalized promotions.
Bofrost has since applied AI to better understand customer needs, personalize offers, and improve the efficiency of interactions between its headquarters and branches across Europe. This has led to increased customer satisfaction and loyalty, as well as higher sales. Despite the constant evolution of technology and occasional data processing errors, the information provided by AI helps Bofrost’s sales staff enhance the customer experience.
The company’s AI projects are divided into those aimed at improving internal processes and those focused on achieving specific goals, such as predicting customer churn. By identifying potential drop-offs in orders three months in advance, Bofrost can take proactive measures to retain customers. Additionally, Bofrost is exploring the automation of services for its sixty branches, allowing for efficient handling of requests and feedback.
While there are concerns about AI replacing human jobs, CEO Gianluca Tesolin believes it will lead to redistributing staff to other roles rather than reducing headcount. Bofrost views AI as a tool to support employees rather than a threat, and the company is seeking strategies to further integrate these technologies into its business model.
