Hunter Douglas Group is a global leader in custom window coverings, operating a portfolio of ecommerce brands across 11 countries, including the United Kingdom, United States, Australia, France, Japan, and the Netherlands. The group’s mission is to help people live beautifully in connected, energy-efficient spaces, while staying ahead of the market through innovation across both its products and customer support experience.

The Challenge: Digital commerce, analog support

Hunter Douglas Group’s ecommerce customers were buying online, but still needed to call or email for help. Simple questions about measurements, delivery, or installation required human intervention, slowing resolution times and increasing operational cost. Existing voice systems relied on rigid IVR trees, forcing customers through “press 1, press 2” workflows that felt outdated and frustrating.

At the same time, the business operated across multiple countries and brands, each with different customer expectations, languages, and tones of voice. Any automation had to work globally, while still feeling local and on-brand in every market.

The opportunity to improve the customer experience extended beyond deflection, into improving conversion, increasing order value, and strengthening the buying journey.

The Solution: AI agents designed for the entire customer lifecycle

During their vendor evaluation, Decagon’s differentiation became clear quickly. Within weeks, the team was actively testing the platform and seeing results, while competitors struggled to move beyond demos. Beyond speed, Decagon stood out for how easily teams could build and improve agents using Agent Operating Procedures. Combined with built-in testing and analytics, this made it possible to define agent behavior clearly, validate changes before rollout, and iterate faster with confidence.

More importantly, Decagon approached the partnership as an extension of the Hunter Douglas team. By deeply understanding the business and challenging assumptions, the team helped Hunter Douglas move away from legacy IVR systems and toward natural, conversational AI voice experiences

“The Decagon team consistently finds ways to make things work. They really understand what we’re asking for, get creative in how we solve problems, and keep pace with how quickly we want to stand things up.”

After selection, the rollout began in the UK, moving quickly from chat to email and then voice, scaling from 10 percent of traffic to full volume within a single week. From there, deployment expanded rapidly across markets. Select Blinds in the US launched on voice and is expanding into chat and email. Blinds Online in Australia moved to a full 100 percent voice deployment. France is launching next, with additional markets close behind.

Rather than a single generic agent, Hunter Douglas deployed localized AI agents tailored to each market. Customers interact with personalities like Archie and Roman in the UK, or Buddy in Australia, complete with native accents and culturally appropriate tone. This localization helped drive adoption while maintaining high customer satisfaction scores during rollout.

The Result: Unlocking $1M revenue through AI-powered conversations

As support efficiency increased, Hunter Douglas increasingly saw AI-led conversations as a way to actively drive revenue.

Order data shows that customers who interacted with AI agents were placing significantly larger orders, with an average order value 85% higher than customers who did not engage with an agent. Additionally, more than $1 million in revenue has already come from conversations fully handled by AI, without ever being escalated to a human.

Together, these signals show that a true concierge experience, from product selection through checkout, doesn’t just remove friction, it helps customers make more confident purchasing decisions.

“What started as a customer support initiative is quickly showing real revenue potential. Early data suggests that AI-led conversations are influencing how customers buy and contributing to net new revenue, creating opportunities that simply didn’t exist in traditional support interactions.”

Across markets, Decagon agents are deflecting 40% of inbound volume on average, while CSAT has remained strong, reinforcing confidence that quality is not being sacrificed for efficiency. Local teams conduct daily quality assurance and actively develop their own Agent Operating Procedures (AOPs), tailoring behavior to market needs.

Even for complex use cases like at-home installation, the AI agent acts as a real-time guide. It walks customers through each step of installing their blinds, adjusting the pace of the conversation as they progress and offering clear instructions along the way. The result is a smoother, more confident installation experience that customers can complete on their own, without needing to wait for a human agent.

“One of the moments that really stood out for me was watching the agent guide a customer through a full blind installation. It moved step by step, paused with the customer at each stage, and didn’t rush ahead. At the end, the customer said, ‘Wow, that really worked. Thank you so much.’ You know you’ve got it right when that happens.”

Additionally, Decagon’s seamless integration with the existing tech stack, including Zendesk, NICE CXone, and Shopify, allowed Hunter Douglas to implement quickly without heavy technical lift.

What’s Next: Scaling revenue-first conversational commerce

Hunter Douglas is continuing to expand Decagon across its ecommerce businesses with a clear focus on revenue impact. What began as a modernization of customer support has become a broader transformation of how customers research, purchase, and interact with Hunter Douglas brands.

By replacing rigid workflows with intelligent, localized conversations, Hunter Douglas is proving that AI-powered customer experience can do more than reduce cost. It can actively drive growth.