Mazda Motor Logistics Europe (MLE), based in Willebroek, Belgium, is responsible for distributing cars and spare parts across Europe, supported by financial and IT services for Mazda’s National Sales Companies. Founded in 1968, MLE employs more than 350 staff from diverse backgrounds and delivers parts to over 2,300 dealers and distributors in more than 30 European countries.
As customer demand and service expectations grow, Mazda sought to modernise its contact center operations with a future-proof, AI-enabled omnichannel platform. The goal: to accelerate customer recognition, streamline support journeys, and deliver consistent, high-quality service across all European markets.
BrightContact successfully took over responsibility for Mazda Motor Logistics Europe’s (MLE) contact center transformation to resolve integration challenges between NICE CXone and Google Dialogflow CX. Within two months, the IVR flows were rebuilt, bugs resolved, and the foundation laid for Mazda’s omnichannel strategy.
Phase 1 enabled voice automation and intent recognition for France, Belgium, and the Netherlands, ensuring a timely go-live. Phase 2 introduced chat functionality in the Netherlands, providing customers with additional digital channels. Future phases will include conversational AI agents, enhanced Salesforce integration, and wider European rollouts — positioning Mazda for scalable, AI-powered customer service.
BrightContact rebuilt and optimised the voice solution in Google Dialogflow CX, integrated with NICE CXone, ensuring stability, AI-powered intent recognition, and seamless agent handovers. This allowed Mazda to go live on time with a robust, scalable foundation.
With Phase 2, BrightContact deployed chat functionality, extending service beyond voice and giving customers new ways to connect. In parallel, Salesforce API integrations will be enhanced to synchronise customer data across environments (dev, UAT, production), and prototypes for conversational AI agents will be tested in Dutch, Belgium and French markets.
Impact: Mazda gained faster time-to-market, stronger integration between systems, and a future-ready omnichannel framework. By leveraging AI-driven workforce and intent recognition capabilities, Mazda is now positioned to enhance efficiency, customer satisfaction across its European contact centers.
