How Proforto Resolves 85% of Support Inquiries with AI Agents
Proforto is the leading European online specialist in workwear, safety shoes, and personal protective equipment (PPE). They offer the largest assortment on a single platform, with fast delivery and extra services like printing and embroidery. With a broad catalog, including their popular private label, Proforto is a fast-growing, ambitious company that puts both its customers and team first.
The Challenge
With the largest assortment of workwear, safety shoes, and PPE on a single platform, Proforto's customer service team was handling a high volume of inquiries across multiple channels: email, WhatsApp, and live chat. Customers frequently needed help finding the right products, tracking orders, performing actions such as cancelling an order, returning a product, or requesting a refund, as well as answering questions about their extensive catalog. With such a diverse range of products, including their own private label brand, it was crucial that every recommendation was accurate and aligned with Proforto's commercial strategy. The team needed a solution that could handle this complexity without requiring technical expertise to manage.
"Minimal AI is incredibly easy to use. We can manage everything ourselves. No technical background needed."
Ivo Grim, Head of Customer Service
The Solution
Minimal's AI Agent was deployed across all of Proforto's customer-facing channels: email, WhatsApp, and live chat. The AI Agent connected directly with their backend environment and product feeds, enabling real-time access to product data, order information, and inventory details.
Smart Product Recommendations with Commercial Awareness: One of the standout features for Proforto was the AI Agent's ability to give intelligent product recommendations. Through the AI Manager, Proforto instructed the AI to prioritize their private label products when making suggestions. The AI Manager translated these commercial preferences into lookup actions across their product feed, ensuring that every product recommendation aligns with Proforto's business strategy, without the team needing to touch any code or configurations.
Easy to Use, No Technical Skills Required: Both Ivo Grim (Head of Customer Service) and Jelle Gudden (Co-owner) highlight the platform's ease of use as a key differentiator. Managing the AI Agent, updating protocols, and refining its behavior is as simple as having a conversation with the AI Manager. No developers, no complex setups. Just straightforward control over how the AI serves their customers.
The Results
Since implementing Minimal's AI Agents, Proforto has achieved impressive results across all channels:
- 85% direct resolution rate: The vast majority of customer inquiries across email, WhatsApp, and chat are now resolved directly by the AI Agent, without human intervention.
- Omnichannel consistency: Customers receive the same high-quality, instant support whether they reach out via email, WhatsApp, or live chat.
- Commercially aligned recommendations: Product suggestions consistently highlight Proforto's private label, driving higher margins while genuinely helping customers find the right products.
- Full team adoption: The platform is actively managed by both the customer service team and leadership, thanks to its intuitive, no-code interface.
With 85% of inquiries now being resolved directly by the AI Agent, Proforto's customer service team can dedicate their time to high-value interactions, while customers enjoy fast and accurate support around the clock. The combination of omnichannel coverage and commercially aware product recommendations makes Minimal AI a true extension of the Proforto team.
What's Next: Targeting 95%
With 85% already resolved directly, Proforto and Minimal are now working towards a 95% direct resolution rate, a realistic target that is expected to be achieved this year. By continuously refining protocols and expanding the AI Agent's capabilities through the AI Manager, Proforto is well on track to make near-full automation a reality.
Published on February 16, 2026 by Niek Hogenboom