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AI innovation at Mirakl: Reimagining customer experience by breaking down silos

Eighteen months ago, we asked a hard question: What if the way our customers find answers across documentation, training and support isn’t just outdated, but fundamentally broken?

At Mirakl, innovation isn’t about shiny AI tools; it’s about delivering the best, fastest answer wherever a question starts. That belief led us to redesign the foundations of how we serve our customers. 

We realized customers don’t care which team — support, product documentation or training — answered their questions. They care about accurate, timely guidance. That’s why we unified three teams into one, treated knowledge as a product and embedded an AI digital agent to meet them where they are.
Breaking down barriers: redesigning teams, tools and processes
To truly serve our customers, we rethought our operating model. That meant:

We merged three teams into one team: customer support, product content and client training now operate as a unified group. This broke down silos, eliminated duplicate work and created a seamless experience for users.

We made knowledge a product: with clear ownership and metrics, backed by modern tools to enable real-time collaborative updates. We didn’t simply automate old ways of working. We reimagined workflows. 
Innovation creates friction
This was not a smooth or easy journey.

Redesigning how teams collaborate and measure success meant challenging long-standing habits. There was friction, resistance and uncertainty. Some processes broke. Roles evolved. But that friction was a sign of progress, not failure.

We saw new forms of ownership emerge. Roles became clearer, sharper and no longer boxed in by job descriptions. And unexpectedly, new functions took shape — ones we hadn’t anticipated but now rely on daily: