GHD France: customer service excellence with Zendesk

GHD, a leading brand in premium hair styling and a subsidiary of Wella Company, has innovation at the heart of its DNA. To sustain 30% annual growth in France and the Benelux, the company is rethinking its customer relationships to combine prestige with operational efficiency. This digital transformation project builds on the synergy between human expertise and the power of technology. Synolia supported GHD in deploying the Zendesk solution to deliver a seamless, personalized customer experience.

To maintain its standards of excellence, GHD saw the need to modernize its customer relationship management, and in particular its customer service platform.

The brief

A customer service solution for a proactive, value-creating CX (Customer Experience) strategy.

GHD’s expectations were precise:

• Run a full audit of existing customer journeys, processes and tools.
• Unify the different contact channels to provide a centralized view of all interactions.
• Strengthen team availability and responsiveness in the face of changing consumer expectations.
• Introduce automation in an educational way to free up agents’ time.
• Improve the ability to adapt to the specific needs of the France and Benelux markets.

Synolia x Zendesk

For GHD, Zendesk was the obvious choice to structure its customer relationships.

Our services: audit, configuration and integration of the tool into the information system, support.

Unifying channels and prioritizing requests

The first step was to centralize all communication flows in a single interface. With this approach, GHD’s teams no longer handle scattered requests but manage end-to-end customer journeys. By unifying channels, GHD’s teams gain better visibility into the history of each interaction, ensuring a more consistent and personalized response.

Smart automation for higher productivity

To meet the operational efficiency challenge, Synolia helped GHD integrate a conversational bot directly within the Zendesk ecosystem. This “copilot” handles recurring, low-value requests. Far from replacing people, this AI layer acts as a smart filter: it qualifies needs upstream and routes complex cases to GHD’s experts.

Change management focused on usage

Internal adoption is the key to this project’s success. Synolia worked hand in hand with GHD’s teams to change how AI is perceived. Presented as a way to simplify everyday work, the technology was introduced pragmatically. By testing tools such as Microsoft Copilot in parallel, GHD is preparing its teams for seamless collaboration between artificial intelligence and business expertise.

Concrete results for greater satisfaction

Integrating Zendesk and automating the first levels of response delivered immediate results:

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