How SOFACOMPANY reimagines CX and ES with Zendesk AI agents and babelforce

Furniture by design, loyalty by experience

Founded in 2012, SOFACOMPANY quickly made a name for itself with its high-quality, self-designed furniture. With 36 stores and online shops in eight countries, the Danish company combines brick-and-mortar retail with digital sales.

SOFACOMPANY deliberately avoids intermediaries and handles the entire process from design to production itself. This enables fair prices and close communication with customers. Customer experience is therefore at the heart of the company's business philosophy and is an important driver for word of mouth and customer loyalty.

From migration to mastery

SOFACOMPANY collaborated with Zendesk's partner Premium Plus to get the most out of the Zendesk platform from the outset, despite limited internal capacity. Premium Plus provided hands-on guidance throughout the migration, tailoring the set-up to match the company’s unique workflows. Their expertise ensured a smooth transition and empowered the team with best practices for ongoing success. After a four-month migration phase, the system went live simultaneously on almost all channels, with only chat having been released a couple of weeks later.

Zendesk is now being effectively used for both customer experience and employee service at SOFACOMPANY. The IT Help Desk, E-commerce, and Supply Chain teams rely on the platform to manage requests and keep operations running smoothly. An internal help centre base with articles and forms enables employees to resolve issues independently, reducing the burden on support teams and fostering a culture of self-service and knowledge sharing.

By unifying internal and external support processes in one platform, SOFACOMPANY gains a complete overview of requests across the business. Employees experience the same streamlined workflows as customers, ensuring consistent service standards throughout the company.

AI with a human signature

With foundational systems in place, SOFACOMPANY turned to intelligent automation to further scale its customer experience. Partnering with Premium Plus, the team adopted Zendesk AI agents to streamline how common questions were handled across markets and languages – allowing agents to stay focused on the nuanced, high-value conversations that define the brand’s service. Premium Plus guided SOFACOMPANY through every step of the process, ensuring seamless integration and optimised AI workflows tailored to multilingual needs - keeping regional knowledge intact while improving efficiency. For SOFACOMPANY, AI wasn’t about efficiency alone; it was about building smarter, more human-centred support. “We didn’t want to replace people – we wanted to remove friction,” says Lønvig.

The team rolled out AI agents across markets in a structured, collaborative way – starting with top enquiry types and using agent feedback to fine-tune replies and expand coverage. Every AI interaction was designed to reflect the company’s tone of voice, backed by robust help centre content in multiple languages. This approach ensured customers received fast, helpful answers while maintaining a sense of familiarity and trust.

The impact has been transformative. Zendesk AI agents now fully handle 74% of global messaging conversations, contributing to a 92% overall deflection rate – with zero failed escalations. In Denmark, AI handles 82.1% of enquiries with an 81.4% comprehension rate, while in the DACH region, deflection reaches an outstanding 95.3%. With AI now embedded across markets and languages, SOFACOMPANY is delivering faster, more scalable support – without compromising the personal service its customers value most.

Building for what’s next

SOFACOMPANY continues to evolve its service strategy with an eye toward long-term innovation. Building on its AI success in customer support, the company is now exploring new ways to bring the same intelligence to internal teams – starting with automated IT help desk support. Voice automation is also on the roadmap, with plans to extend assistance beyond business hours and make service more accessible around the clock.

Experimentation remains central to how the team works. From piloting Zendesk AI Copilot to expanding automation across product and order enquiries, SOFACOMPANY is committed to continuous improvement – driven by agent feedback and real-world insight. Future enhancements to the Microsoft Dynamics (Navision) integration will further enrich data flows and help agents deliver more personalised, proactive service.

“With Zendesk as our central platform, babelforce’s powerful telephony integration, and Premium Plus’s implementation expertise, we’ve built a system that grows with our business and helps us deliver first-class service,” Lønvig sums up. “Now, with AI and automation becoming a natural part of our setup, we’re ready to take the next steps in making service even smarter – for both customers and employees.”