AI commerce impact at Coles
Create better experiences, or turn average ones into less painful ones. A refund request goes from friction to a quick resolution. Complex issues finally get the agent time they deserve.
Deflect high-volume post-purchase tickets from the call centre. Human agents get freed up for the complex, high-touch cases that actually need them.
Revenue generation through better conversion or upsell. Harder to measure, and the proof in market isn't strong yet. Best positioned as a later phase, once the post-purchase foundation is in place.
WISMO is the shortest path to value. The volume is already there. The data is already there — today it reaches customers through a human. Putting it in chat lands on NPS and cost-out at the same time.
Four paths through a WISMO chat
Every "where is my order?" conversation lands in one of these four places. The first two self-resolve. The last two hand off to the right team with full context.
"Where's my order? It was meant to be here by 2:30, it's 3pm now."
Looks up live van tracking, apologises, shares the ETA, and issues a goodwill voucher capped by policy.
Customer gets an ETA and a $5 apology credit. No human touch required.
"I haven't received my groceries yet — order 1234."
Confirms delivery, quotes the address and time, and shares the proof-of-delivery photo inline.
Customer verifies the drop-off themselves. Human only needed if they dispute the location.
"I won't be home — can the driver come later?"
Captures the customer's preferred new window, tags the ticket, and hands off to the delivery team with full context.
Delivery team takes over to contact the driver.
"That's not my front door. Where are my groceries?"
Flags suspected misdelivery, sets high priority, posts an internal note, and hands off to the resolution team.
Resolution team investigates refund or redelivery. Agent doesn't self-resolve a real dispute.
Oversight before and after every message
Every AI response is checked against your rules before the customer sees it, 24/7. A response that fails a guardrail is rewritten, or the conversation is handed to a human. It never ships.
Every completed ticket is scored against your rules in Coach. Failures surface by severity, are filterable by policy, and trendable over time.
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