At a glance
Silver Cross has been making prams and pushchairs since 1877. One of the most recognised names in baby gear, the brand serves customers worldwide from its North Yorkshire headquarters with additional offices in Hong Kong and Shanghai.
HQ
Skipton (North Yorkshire), UK
Industry
Ecommerce
Team size
7
Dixa features
Email, Voice, Contact Form, Dixa Messenger, Mim AI Agent
Mim containment rate (weekends up to 83%)
Email resolution time
Trustpilot rating, all-time high
Silver Cross was running its entire customer service operation through a shared Outlook mailbox. Every email, every web inquiry, all funnelled into one inbox on top of Microsoft Dynamics CRM.
"When I look back now, how we managed is beyond me," says Riccardo Baldoni, Digital Director at Silver Cross. "It was such a messy, inefficient way of doing things."
Today, email resolution time is down 90%. An AI agent handles 78% of conversations without a human. And Dixa is being rolled out across the wider business, from sales and merchandising at head office to Silver Cross's Australian distributor. What started as a customer service migration has become something much bigger.
Why Dixa over Zendesk and Freshdesk
Silver Cross knew the Outlook inbox wasn't sustainable. They needed a platform that could handle multiple channels, grow with the business, and keep evolving as their needs changed. They evaluated Zendesk, Freshdesk, and Dixa.
What set Dixa apart was the speed of development and how far the platform moved between the first conversation and onboarding.
"The speed that you were developing was the most impressive thing for me. From when we started looking at Dixa to where you were when we actually onboarded was so far removed again. And how far the platform has come and evolved since then."
It wasn't just the product that convinced him. It was the relationship.
"The way that you as a business listen to the customer and take that feedback on board. It was a no-brainer."
Silver Cross started with email and web inquiries. As soon as they saw how well those were handled, they brought voice on. That pattern of "prove it, then expand" became the playbook for everything that followed.
From email to five channels
Silver Cross started with email and web, and let the results decide what came next. Voice followed, then new channels the team had never had before. By the time Mim launched, the platform had already proved itself four times over.
Launching Mim: 78% containment in weeks
Silver Cross launched Mim on Dixa Messenger and within weeks it was exceeding every expectation.
"If we'd been able to deflect 50% of inquiries I would have been happy with that. So to be up at the 78% mark, and over the last two weekends we've been as high as 83, that's exactly where I want it to be working."
Mim earns its place in the evenings and on weekends, when agents aren't available and customers still need answers. During business hours, it handles the general inquiries that don't need a human, which frees the team to spend real time on the customers who actually need help.
"What this allows us to do is just take a breath a bit more and to really focus in on those high-priority customers. Previously you're trying to get on to the next one as quickly as you possibly can."
That shift shows up across the board. First-contact resolution has hit 83%, a year-high. Overall CSAT sits at 82. And the high-priority queue, where customers are usually unhappy because they're chasing a refund or reporting an issue, scores 84 CSAT. The team has the headroom to give difficult conversations the time they deserve, because Mim is handling the rest.
The biggest proof point is Trustpilot. At the start of the year Silver Cross was at 3.8. The score is now 4.4, the highest in two years.
"For a 0.6 swing on Trustpilot, which is the most difficult platform to get any type of traction on, that's a real positive."
Since launching Mim:
Making Mim better every week
Silver Cross isn't treating Mim as something you set up and walk away from. The team audits every handover, every day. If Mim could have handled a conversation that got passed to an agent, they figure out why it didn't and make the fix. Every thumbs-down gets investigated.
The customer experience team meets every Monday to review what came up in the previous week and close any gaps in the knowledge base. If a question is being asked that there isn't an FAQ for, the team builds one.
"We purposely don't want it to be on a monthly basis because an awful lot can change in a month. We're very much trying to be proactive and get things updated as quickly as we possibly can."
This is how the role of customer service is evolving at Silver Cross. The team's job is no longer just about resolving the next inquiry. It's about making the AI better so it can handle more, which means they can focus on the conversations that matter.
There was no resistance to any of this. Riccardo had been building toward AI long enough that the team understood what it meant for them. Silver Cross has a clear AI strategy for 2026 and 2027 with dedicated AI champions in every department. The framing was practical from the start.
"AI isn't going to replace us. It's an aid to the job that they do."
From customer service to the wider business
What started as a customer service platform is now something the wider business depends on.
The merchandising and sales teams at head office use Dixa to handle all sales inquiries coming into the business. Silver Cross's Australian distributor is on Dixa for all email and contact form inquiries through their website. And Riccardo is putting together the plan to roll Mim and the help centre out onto the Australian site too.
Beyond that, the team is exploring how Dixa could support the Hong Kong office, where a small team manages supply chain operations and ordering for the international business.
"It's really something that's allowed us to benefit not just the customer service team, but the wider business. We're looking at how we can utilise Dixa in our Hong Kong office for the operational work that they do. How could it make them more efficient and help with workloads?"
Three offices and multiple departments, all running on one platform.
What Silver Cross is building toward
Silver Cross is targeting 4.6 on Trustpilot by year end. The Australian Mim rollout is underway. And the team continues to refine performance through daily audits and weekly knowledge base reviews, pushing containment higher as they go.
The trajectory is clear. Silver Cross tried Dixa on email and liked what they saw. They added voice, then new channels, then AI. Now the platform runs across customer service, sales, merchandising and international operations. Every time it proved itself, Silver Cross gave it more.
"As soon as we realised how well it was handling email and web inquiries, that's why we then brought voice on. And then we've moved on with every other channel, socials, live chat, and ultimately now Mim."
Silver Cross chose Dixa because the platform kept up with the business. Within weeks of launching Mim, 78% of conversations were being resolved without a human. If your team is ready to do more with less, let's talk. Book a demo here.