At ASOS, were redefining what great Customer Care looks like in a digital-first world. As a Digital Care Lead, youll play a pivotal role in shaping the future of our AI-powered Customer Care Assistant and ensuring millions of customers enjoy seamless, friction-free experiences.
As the Digital Care Lead, youll shape the future of ASOSs customer experience by leveraging AI to reduce friction and delight customers globally.
Youll have exposure to cutting-edge AI and Automation and use customer insights to drive optimisation and improve containment. Reduce friction and drive customer satisfaction whilst maintaining best-in-class customer experience.
Youll lead design workshops, guide the digital care analysts, and collaborate across squads to ensure smooth deployments and influence ASOSs Customer Care Strategy
The Details
Champion the voice of the customer by leveraging insights to design AI-driven conversational journeys and create meaningful customer help experiences.
Drive automation adoption by supporting initiatives that scale self-service and digital-first care.
Lead design workshops and own the end-to-end journey design process, including requirements gathering, business process mapping, and SOP development for AI Assistant Global Customer Journeys.
Govern and optimise AI Assistant performance by improving journeys, knowledge, SOPs using conversational AI platforms.
Youll own key metrics such as; containment, resolution rate, NPS and sentiment
Use data-driven insights to identify customer friction and failure points, improving and enhancing the AI Assistants effectiveness.
Ensure future business needs and processes are reflected in the AI Assistant while driving personalisation and value for customers.
Collaborate across squads, by leading on workshop and influence product, tech, and cross functional teams to deliver best in class experiences
Guide the Digital Care Analysts to support optimisation activities and embed best practices.
Take guidance from the Senior Digital Care Manager to maintain strategic vision and deliver against the Customer Cares mission.
Communicate key learnings to stakeholders, closing feedback loops and fostering strong collaboration across teams.
We believe being together in person helps us move faster, connect more deeply, and achieve more as a team. Thats why our approach to working together includes spending at least 3 days a week in the office. Its a rhythm that speeds up decision-making, helps ASOSers learn from each other more quickly, and builds the kind of culture where people can grow, create, and succeed.
/01 Company Description
Were ASOS, the online retailer for fashion lovers all around the world.
We exist to give our customers the confidence to be whoever they want to be, and that goes for our people too. At ASOS, youre free to be your true self without judgement, and channel your creativity into a platform used by millions.
But how are we showing up? Were proud members of Inclusive Companies, are Disability Confident Committed and have signed the Business in the Community Race at Work Charter and we placed 8th in the Inclusive Top 50 Companies Employer list.
Everyone needs some help showing up as their best self. Let our Talent team know if you need any adjustments throughout the process in whatever way works best for you.
/02 Job Qualifications
About you
The ability to work in a fast paced, ever changing environment.
Experience to collaborate effectively to improve customer and digital help experience.
Profound knowledge of ASOS customer care processes & business policies.
Agile skills that contribute to goal achievements in a project setting.
An approachable team player, building a relationship of trust.
Communicates clearly and concisely to customers and colleagues.
Experience working effectively with stakeholders across the business.
A self-starter, flexible and able to adapt to changing circumstances.
Demonstrates organisation and time management skills.
Data driven, can work with data confidently to deliver performance, trend and opportunity analysis.
Ability to multi-task effectively and prioritises tasks correctly, completing work to deadlines.
Experience with GenAI or conversational AI platforms is preferred but not essential.
German speaking is preferred but not essential.
/03 Additional Info
BeneFITS
Employee discount (hello ASOS discount!)
Employee sample sales
25 days paid annual leave + an extra celebration day for a special moment
Private medical care scheme
Fixed Annual Payment in addition to your salary each year, it's just an extra thank you from us
Opportunity for personalised learning and in-the-moment experiences that enable you to thrive and excel in your role.
Why take our word for it? Search #InsideASOS on our socials to see what life at ASOS is like.
what our people say
what our people say
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Meet The Team
Meet Christy Hill -
Operations @ ASOS
Meet Denise Finney -
Operations @ ASOS
Meet Ben Rubery -
Operations @ ASOS
Every single day I feel both supported and inspired! The constant flow of creativity within ASOS is contagious. It's cool to be encouraged to think outside the box.
I was initially drawn to ASOS as it is a reputable company with a culture that is unmatched. After joining ASOS I soon realised that just like the name, it was most definitely ‘As Seen On Screen’ – what you see is truly what you get. There are endless opportunities within the company with values embodying a culture of bringing your best self to work. I never feel as though I need to change to fit the status quo of the ‘corporate lifestyle’ but actually, I fit in more when I’m authentically being myself.
At ASOS I can bring my authentic self to work, you’re empowered to think different, innovate and do the things you love. ASOS is a fast paced, changing environment with fun at the heart of everything we do.
Christy Hill
Operations @ ASOS
Every single day I feel both supported and inspired! The constant flow of creativity within ASOS is contagious. It's cool to be encouraged to think outside the box.
Denise Finney
Operations @ ASOS
I was initially drawn to ASOS as it is a reputable company with a culture that is unmatched. After joining ASOS I soon realised that just like the name, it was most definitely ‘As Seen On Screen’ – what you see is truly what you get. There are endless opportunities within the company with values embodying a culture of bringing your best self to work. I never feel as though I need to change to fit the status quo of the ‘corporate lifestyle’ but actually, I fit in more when I’m authentically being myself.
Ben Rubery
Operations @ ASOS
At ASOS I can bring my authentic self to work, you’re empowered to think different, innovate and do the things you love. ASOS is a fast paced, changing environment with fun at the heart of everything we do.
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
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We are Customer First
We couldn’t be ASOS without our customers.
Across every behaviour, value, and all that we do, we see everything through our customers’ eyes. That means never taking anything for granted and always zeroing in on every single detail. So we can always bring our best as a team, and our customers can have an amazing experience, every time.
We are Authentic
We work together to be honest, transparent, and our full authentic selves.
This is our ASOS. Our culture, built on collaboration and togetherness, and supported by what’s real and honest. We know that we win bigger when we win as a diverse team. That means celebrating our differences and using them to help us stand out from the crowd, without losing our authenticity and individuality.
We are Brave
We challenge each other to aim high and reach our potential.
Doing nothing gets us nowhere. We may be proud of everything we’ve done so far, but there’s still so much more to explore. We believe we can always be wiser, faster, stronger, bigger, braver, kinder…so asking ‘why’ isn’t just a question, it’s a necessity. We use our voice to drive us forward, speaking up on the things our people and customers care about and using our curiosity to create possibility.
We are Creative
We know innovation leads to inspiration – it’s what makes us stronger
Change is in our DNA. By acting fast and staying one step ahead of the curve, we can be a leader, not a follower. But for our products and platform to be innovative, they have to be fuelled by creative passion and a deep understanding of our customers and our people.
We always Deliver
We couldn’t be excellent without evidence – so whatever we’re doing, we have proof of why we’re doing it.
It takes facts and data to tell our stories and help us make our decisions in the most effective way possible. This means we can do what we say and own what we do, no matter how long it takes us to do it. We aren’t about nonsense ifs, buts and maybes, we’re about creating an ASOS that’s built for future success on delivered success.
Our Benefits
Employee Discount
The most asked-about benefit! As an ASOSer, you’ll receive an exclusive employee discount. You can also nominate a family member or friend to share your discount with.
Pension
Retirement might not be on your mind right now, but it’s important to prep for it. We offer matched contributions up to 5% to help you save.
Private Medical Care scheme
If you join our Private Medical Care scheme, you’ll get fast and effective access to medical cover.
Celebratory Day!
Get an extra day off in addition to the 25 days of annual leave you get! Spend it celebrating the big days in life, whether it’s birthdays, cultural holidays, weddings and anything else.
Shuttlebus Service (if you're based in our Leavesden office)
It’s more of a work perk, but we offer a free shuttlebus between Watford station and our office in Leavesden.
Sample Sales
We’ve always got fun things happening in our offices, but the one ASOSers get most excited about is our sample sales. Plus, all proceeds from the sample sale get donated to the ASOS Foundation, which helps our charity partners abroad.
Career Development
You’ll have the opportunity for personalised learning and in-the-moment experiences to create a dynamic and agile learning environment that empowers you to thrive and excel in your role.
Summer Hours
We finish at 3pm on Fridays in June, July and August!! This perk doesn’t mean a dip in your salary – it just gives you extra freedom to enjoy those summer weekends however you want.
Location
Our Leavesden office, Hertfordshire.
This is where our Customer Care and Operations teams do their amazing work – right next to the Harry Potter studios! Our Leavesden office has a subsidised canteen, free gym, beauty rooms, free on-site parking and a useful shuttlebus service to and from Watford station.