TANGIER, MOROCCO — The French fashion group behind Pimkie, Jott, Chevignon and Christine Laure has handed its entire customer service operation, staff and tools, to an outsourcing partner in northern Morocco that pairs human agents with AI. The rollout took under two weeks, and the group says it now combines strong service with greater cost-efficiency.
A brief built around AI
Amoniss consulted more than a dozen business process outsourcing (BPO) specialists in mid-2026 and asked each to spell out how AI would be used, according to En-Contact. It selected MyOpla, whose offer combines human teams with automated, personalized handling of customer requests.
“More than 40% of our inquiries come from one and the same question: where is my order, or my delivery?” said Abdallah Kouraichi, the customer relations manager responsible for the group’s four brands. The brief also asked bidders to handle volume spikes such as Black Friday and Christmas, respond on every channel and extend service hours.
AI drafts, agents decide
MyOpla’s Conviv’IA platform transcribes conversations in real time, suggests responses and writes a summary of each interaction, while the agent approves or rejects each suggested reply.
MyOpla says the tool saves agents 10% to 30% of their time, and for Pimkie it replaced the interactive voice response (IVR) system, Zendesk and the CRM tools.
“We’re gaining in efficiency and response time, and agents can focus on tasks that require time,” Kouraichi said. En-Contact reported that MyOpla replaced four providers at the client, including Onepilot.
Customer experience specialist Manuel Jacquinet said MyOpla founder Denis Marsault was the first entrepreneur in the call center sector to bet on Tangier and northern Morocco.
MyOpla has since also opened a call center in Lens, in northern France, for clients that want a partner close by.
For mid-sized brands, the deal shows that one nearshore outsourcing partner can take on both the people and the software behind a contact center program. Buyers weighing a similar move should ask how AI suggestions are approved and whether time saved flows back into price or service. Firms comparing partners can start with the top BPO companies in France.
