One Customer View: Unifying 5 Systems and Automating 60% of Support for a UK Retailer

A single customer could exist five times at Harrow & Vale: once in Shopify, once in the marketplace seller portal, once in the POS, once in the email platform and once in the support desk — each record slightly different.

Support agents toggled between systems to answer basic questions like “where’s my refund?”, response times stretched past a day, and marketing couldn’t tell a loyal customer from a first-time buyer. Every system upgrade made the tangle worse.

MintoraX ran the project in two phases:

Phase 1 — one customer record. We built a unified customer layer that syncs all five systems in real time, with automatic matching and de-duplication. Orders, returns, store purchases and conversations now live against a single profile.

Phase 2 — automation on top. With clean data in place, we deployed an AI support assistant across web chat, email and WhatsApp that resolves order status, returns, refunds and product questions end-to-end — and hands over to an agent with full customer context when needed.

60% of support queries now resolve without a human agent, and average response time dropped 85% — from hours to minutes. Duplicate customer records are gone, and marketing segments are built on accurate, unified purchase history for the first time.

The support team handles peak season with the same headcount, focused on the conversations that actually need them.