Tape à l'oeil

How did Tape à l'oeil transform its customer relationship?

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the challenge

Consolidating 7 years of cultural transformation

At Tape à l’œil, the customer experience has not been a secondary concern for a long time. Over seven years, the customer service department has undergone a profound transformation, shifting from a cost center to a strategic pillar and playing a key role in customer loyalty.

However, for this vision to reach its full potential, a technological component capable of delivering superior data quality was missing. The old tool, now obsolete, was holding back Tape à l’œil’s ambition: to centralize all interactions and obtain a complete and reliable historical view of each customer journey.

Tape à l'oeil

Headquarters : Wasquehal (59)

Founded: : 1993

Employees in France : 1,000+

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The leading children’s fashion brand, part of the Mulliez group, has overhauled its customer relationship ecosystem. By integrating the Zendesk suite with SEIF’s expertise, Tape à l’œil has unified its tools to provide a 360° view, streamline store feedback, and enhance the efficiency of its advisors.

"Once considered a cost center, customer service is now seen as an essential department that can help support the company’s growth" — Nathalie Ferreira, Head of Customer Experience at Tape à l’œil.

Why Zendesk & SEIF? A rational and agile choice

Following a thorough benchmark of market solutions, Zendesk was chosen for its simplicity and relevant business model. Beyond the tool itself, it was SEIF’s approach that made the difference :

Business understanding : A need immediately understood by SEIF experts.
Technical validation : Technical feasibility validated in record time by Tape à l’œil’s internal teams.
Trusted relationship : A reassuring methodology to plan the transition without any service disruption.

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The SEIF solution : a unified and intelligent ecosystem

The project has been a cornerstone for structuring data and streamlining daily work, both for end customers and for feedback from the store network.

The power of the Zendesk Suite for omnichannel

Far from being limited to ticket management, SEIF deployed a complete ecosystem:

Support & Knowledge: Centralization of all channels (emails, phone) and a shared knowledge base for consistent responses.
Analytics: Fine-grained data analysis to manage satisfaction and performance.
WhatsApp Integration: A new proximity channel to meet modern parents’ expectations.
Zendesk Copilot: AI integration to assist advisors in real time, easing response drafting and increasing the relevance of each interaction.

A 360° vision thanks to custom engineering

To provide agents with a complete history, SEIF developed the App-Tape à l’œil (React/TypeScript). This sidebar widget displays directly in Zendesk:

Complete history: All orders and customer tracking, avoiding the need to switch between multiple software.
Synchronized customer data: Robust and automated synchronization of customer and store data.

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The results

The implementation allowed a shift from a fragmented environment to an intuitive all-in-one tool.

For agents: A daily revolution. Everything is now managed from the same workspace: native attachment handling, instant translation (especially for the Dutch market), and immediate access to the full history.
For customers: Increased fluidity and the assurance of being recognized and understood, regardless of the channel used.
For the company: Improved data quality that feeds into the brand’s overall strategy and its network of 284 stores.

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the Futur

The collaboration between Tape à l’œil and SEIF is built to last.

An optimization update is planned in the coming weeks to further personalize automations and enhance AI capabilities so that it increasingly reflects Tape à l’œil’s local and customer-focused DNA.

"We felt reassured by the way the transition was planned. Everything was well processed and clearly indicated." — Nathalie Ferreira, Head of Customer Experience at Tape à l’œil.

Being accompanied

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Audit

Deployment

Customization

Success

Product

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THE CUSTOMER RELATIONSHIP EXPERT

Audit

Take stock, identify the key levers to optimize your customer relationship, and let yourself be guided toward a better experience.

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Deployment

Transform your customer service by choosing the Zendesk customer relationship expert solution while aligning it with your strategic vision.

Deployment in detail

Customization

Be yourself! Customize your help center to reflect your brand and enhance your customer relationship.

customization in détail

Success

Enter a continuous improvement process to master and continuously evolve the Zendesk solution, providing your employees with the best training.

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Product

Enhance the Zendesk experience with apps, connectors, and themes. Discover our products developed by SEIF and its team for your Zendesk instance.

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