Stop Resolving These 7 Tickets Manually (Use AI Agent Actions Instead)
TL;DR:
- Actions are tasks automatically performed by AI Agent for customers. From address changes and subscription pauses to order cancellations, Actions can fulfill requests for your customers, even when your human agents are offline.
- Actions connect directly to your ecommerce apps. Currently, Actions have native integrations with Shopify, ShipMonk, ShipHero, ShipStation, Stay AI, Recharge, Loop, Subscriptions by Loop, Skio, Seal Subscriptions, and Wonderment.
- Use pre-built Actions or build your own. There are 12 Action templates available, or you can build Actions using custom HTTP requests.
- Watch out for setup snags. Conflicting Guidance, multiple matching Actions, older orders, or broken logic can block an Action from executing.
Automated responses don’t actually resolve anything. In reality, they increase customer wait time.
What a customer really wants is immediate resolution, whether they’re looking to cancel an order, change a shipping address, or pause a subscription.
So, how do you go beyond automated text responses? AI Agent Actions.
Below, we’ll go over the 7 most common customer service requests you can resolve with AI Agent Actions, so your team gets time back to strengthen customer relationships, increase revenue, and improve your CX strategy.
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What are AI Agent Actions?
AI Agent Actions are tasks AI Agent can complete for your customers, such as canceling an order or updating a shipping address.
Instead of handing it off to a human agent, AI Agent resolves the ticket by connecting to your ecommerce apps and performing the action on its own.
You get maximum control over when and how Actions are executed. Before performing the Action, AI Agent asks customers for confirmation, respecting your processes and maintaining a high level of customer service. Once an Action has been taken, you can even share feedback with your AI Agent to reinforce its behavior or finetune it further.
Pro Tip: Unlike Guidance, which tells AI Agent how to respond in a conversation, Actions determine what happens. It’s the difference between saying “I’ll refund your order” and doing it.
Related: How AI Agent works & gathers data
Top 7 customer requests you should be automating with AI Agent Actions
Ready to resolve requests in seconds? Activate these pre-built Actions in Gorgias to keep your team efficient and your customers happy.
1. Customer wants to update their shipping address
Action to use: Update shipping address
Supported apps: Shopify, ShipMonk, ShipHero, ShipStation
Incorrect shipping addresses lead to costly re-shipments, delays, and even refunds. Catch errors early to keep customers satisfied and excited about their order.
Why do you need this Action?
The reality is your agents aren’t available 24/7. Unless you hire a team to cover night and weekend shifts (which is unlikely), requests will be missed. AI Agent fills in that gap, handling time-sensitive issues when your team is off the clock. Missing them isn’t just about poor customer experience—it can also lead to extra costs, like reshipping orders.
2. Customer wants to cancel an order
Action to use: Cancel order
Supported apps: Shopify, ShipMonk, ShipHero, ShipStation
Perhaps a customer ordered the wrong item, chose the wrong size, used the wrong card, or simply changed their mind. Allow them to quickly cancel their order and receive a refund in one go.
“Actions responds to tickets within about 30 seconds and is available 24/7. Regardless of when a customer places their order, the likelihood of quickly catching and canceling the order has increased by 70% since we started using Actions. It’s an exceptional result."
—Jon Clare, VP of Customer Service at Trove Brands
3. Customer wants to replace/remove an item in their order
Actions to use:
- Replace item, or
- Remove item
Supported app: Shopify
It happens—shoppers order the wrong size or color and want to change their order immediately. Regardless of the reason, make their new decision easy to implement. Quick, accessible order updates prevent returns, lost revenue, and, most importantly, customer disappointment.
Here’s what the replace order item setup looks like in Gorgias:
Pro Tip: If you have unique workflows, you can create advanced, multi-step Actions and connect to your tools beyond our default integrations. This option requires some tech know-how (like custom HTTP requests), so feel free to bring in your developers for assistance.
4. Customer wants to skip or pause a shipment
Actions to use:
- Skip next subscription shipment, or
- Pause subscription
Supported apps: Stay AI, Recharge, Subscriptions by Loop, Skio, Seal Subscriptions
Subscriptions shouldn’t be all or nothing. Let customers skip a shipment or pause their subscription, so they can come back when they’re ready. Giving them full control lets them manage their subscription on their own terms, reducing churn rate in the process.
Here’s how AI Agent handles a skip shipment request:
5. Customer lost or damaged their order in transit
Action to use: Reship order for free
Supported apps: Shopify, ShipMonk
No customer expects a lost or damaged order. Let customers know that you have their backs by reshipping a new order free of charge. Fast resolutions during unexpected events demonstrate your commitment to customer satisfaction.
“An instant response builds confidence. We live in a world with short attention spans, so customers appreciate how quickly we can respond to their inquiries. Customers aren’t worrying unnecessarily for longer than they have to for an address change or order cancellation.”
—Mia Chapa, Sr. Director of Customer Experience at Glamnetic
6. Customer wants to know their return shipping status
Action to use: Send return shipping status
Supported app: Loop
Customers want to know that their return package is on its way to you, so they can redeem their refund. Easily send them a shipment tracking link to give them that peace of mind.
7. Customer wants to know about order status
Action to use: Get order info
Supported apps: Shopify, ShipHero, ShipMonk, ShipStation, ShipBob, Wonderment
Based on Gorgias data, order status ranks among customers' top 10 questions for support teams. Reassure your customers with quick updates on their orders, including product details, shipping progress, expected delivery date, and other helpful information.
What to know before turning on Actions
Here are a few helpful setup tips to make sure Actions run without a hitch:
- Guidance can override Actions. If conflicting Guidance exists, it may prevent an Action from triggering, even when all conditions are met. Review your Guidance to avoid overlaps, or write your logic into the Action description instead.
- Any Action that changes data requires shopper confirmation. Actions like canceling orders, updating addresses, or canceling subscriptions mean AI Agent will always ask the shopper to confirm before making a change.
- Currently, only one Action can run per ticket. If multiple Actions qualify, none will run, and the ticket will be handed off. Use conditions carefully to ensure only one Action matches per use case.
- AI Agent can only access the shopper’s last 10 orders. If the customer references an older order, the Action won’t trigger and the ticket will be handed over for manual handling.
AI Agent Actions speak louder than words
If you want…
- Fewer repetitive tickets
- Faster customer support
- Happier customers who get what they need instantly
- More time for your team to strategize
- Lower costs and higher efficiency
AI Agent Actions can get you there.
You’ve now seen how Actions can resolve tickets in a snap—no unnecessary handoffs, canned responses, or long response times.
Book a demo to see AI Agent Actions work in real time and start automating what you shouldn’t be doing manually anymore.
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TL;DR:
- AI Agent is only as good as the instructions you give it. Clear Guidance enables it to perform like your best support teammate.
- The “When, If, Then” framework makes writing Guidance easy and repeatable. Start with the scenario (when), define the conditions (if), and list specific actions (then) to create structured Guidance.
- Use Guidance to handle frequently asked questions, like returns, cancellations, or discount code inquiries, so your team can focus on more complex issues.
- If your Guidance isn’t working, formatting or logic gaps might be to blame. Check for missing conditions, unsupported tasks, or confusing formatting.
AI Agent is built to deliver fast, accurate support at scale, but like any teammate, it performs best when given clear and specific instructions.
That’s where Guidance comes in. Writing structured prompts that tell your AI Agent exactly what to do in a given scenario helps reduce escalations, speed up resolutions, and create a more consistent customer experience.
One simple, repeatable way to do that is with the “When, If, Then” framework.
In this post, we’ll show you how it works, using examples from our Gorgias Academy course, Improve AI Agent with Better Guidance.
You’ll learn how to write Guidance that results in:
- Fewer escalations
- Faster resolutions
- Smarter, more consistent AI behavior
Let’s break it down.
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What is Guidance?
Guidance is how you tell your AI Agent what to do. It’s a set of instructions that outlines how your AI Agent should respond in specific situations.
When Guidance is available, your AI Agent follows it first, even before checking your Help Center or website content.
That means if your Guidance is missing, unclear, or incomplete, your AI Agent might escalate the ticket, or worse, give a confusing or unhelpful response. Here’s an example:
Let’s say a customer wants to return an item. A human agent would send them a link to the return portal and explain the steps. But without that instruction in Guidance, your AI Agent might skip straight to escalation, turning a simple request into unnecessary work for your team.
That’s why clear, step-by-step Guidance is key to help your AI Agent respond the way your best support agent would.
Learn more: Create Guidance to give AI Agent custom instructions
Introducing the “When, If, Then” framework
Sometimes it’s hard to know where to start when writing Guidance. The “When, If, Then” framework gives you a simple, repeatable structure to follow, so there’s no need to guess.
Taking this approach mirrors how AI Agent processes information behind the scenes. When you write clear Guidance, your AI Agent can follow it step by step, just like a support teammate would.
Let’s walk through the three parts of the framework.
WHEN: Set the scenario
Start by identifying the situation your Guidance applies to. This is the trigger or scenario. Use it as the title of your Guidance so it’s easy to find later.
Example:
- WHEN a shopper asks to return an order
- WHEN a customer wants to cancel their subscription
Keep it simple and action-oriented. You’re setting the stage for what comes next.
IF: Add conditions
Once you’ve defined the scenario, add any conditions that determine what should happen. “If” statements help your AI Agent understand what to do based on specific details, like timing, order history, or customer tags.
Example:
- IF the order was placed less than or equal to 15 days ago
- IF the customer has a VIP tag in Shopify
Use as many “if” conditions as needed to guide different outcomes. Just make sure you cover all the possibilities so your AI Agent doesn’t get stuck.
THEN: Define the actions
This is where you tell your AI Agent exactly what to do. Be specific and use bullet points or numbered steps to keep things clear.
Example:
- Tell the shopper they’re eligible for a return
- Send them a link to the return portal
- Let them know they’ll receive a prepaid label once the form is submitted
The more clearly you outline the steps, the more consistently your AI Agent will perform.
The framework keeps your Guidance simple, structured, and easy to understand—for both your team and your AI Agent. When your AI Agent knows exactly what to do, it can deliver fast, accurate, and helpful responses that keep customers happy.
Put it all together
Say a shopper messages your store asking to return an item and you want AI Agent to send them to your return portal.
Here’s how this looks in a complete piece of Guidance:
WHEN a shopper asks to return an order:
IF the order was placed less than or equal to 15 days ago,
THEN
- Tell the shopper they’re eligible for a return
- Send them a link to the return portal
- Let them know they’ll receive a prepaid label via email once they submit the form
9 support scenarios made better with Guidance
These nine scenarios come up constantly in ecommerce support, and they’re perfect candidates for automation. They follow predictable patterns and are quick to resolve when your AI Agent knows what to do.
Use the examples below to jumpstart your setup. Each one is written using the When, If, Then framework and can be copied directly into Gorgias.
1. Where’s my order? (WISMO)
WHEN a customer asks about their order status:
IF tracking information is available,
THEN
- Provide the tracking number and link to the carrier's tracking page.
- Inform the customer of the expected delivery date.
IF tracking information is unavailable,
THEN
- Inform the customer that the order is being prepared for shipment.
- Provide an estimated shipping date.
2. What size should I order?
WHEN a customer inquires about product sizing for [item name]:
IF the customer asks what size to get, or mentions they’re unsure about sizing,
THEN
- Share the sizing chart or guide.
- Offer recommendations based on common fit feedback.
3. Can I change my shipping address?
WHEN a customer requests to change their shipping address:
IF the order has not been fulfilled,
THEN
- Confirm the new address with the customer.
- Update the shipping address in Shopify (or your chosen platform).
IF the order has already been fulfilled,
THEN
- Inform the customer that the address cannot be changed.
- Provide options for order interception or return.
4. Can I cancel my order?
WHEN a customer asks to cancel their order:
IF the order has not been fulfilled,
THEN
- Confirm that we can cancel their order.
- Tell them they’ll receive their refund in 5-10 business days.
IF the order has already been fulfilled,
THEN
- Inform the customer that the order cannot be cancelled.
- Help to initiate a return once the item is delivered.
5. How do I return an item?
WHEN a customer asks about returning an item:
IF the return is within the allowed return window of [x] days after the order was received,
THEN
- Provide the return instructions and link to the return portal.
- Inform the customer about the refund process.
IF the return window has expired,
THEN
- Inform the customer that the return period has ended.
- Offer alternative solutions if available.
6. Do you have any discount codes?
WHEN a customer inquires about discounts or promo codes:
IF there is an active promotion for [item name],
THEN
- Share the current discount code and its terms.
IF there are no active promotions for [item name],
THEN
- Inform the customer that there are no current promotions.
- Suggest subscribing to the newsletter or following social media for future promos.
7. I want to pause my subscription.
WHEN a customer requests to pause their subscription:
IF the customer has an active subscription,
THEN
- Provide instructions on how to pause the subscription through their account.
- Confirm the pause and inform them of the next billing date.
8. When will this item be back in stock?
WHEN a customer asks about product restocking:
IF a restock date is available,
THEN
- Inform the customer of the expected restock date.
IF the restock date is unknown,
THEN
- Offer to notify the customer when the product is back in stock.
- Suggest similar products.
9. Do you ship internationally?
WHEN a customer inquires about international shipping:
IF international shipping is available,
THEN
- Confirm that international shipping is offered.
- Provide estimated delivery times and any additional fees.
IF international shipping is not available,
THEN
- Inform the customer that shipping is limited to specific regions.
Pro Tip: Test out your Guidance by going to AI Agent > Test, and iterate as you go.
Troubleshooting: Why Guidance might not trigger
If your AI Agent isn’t following your Guidance, or it’s escalating tickets you thought it could handle, run through this quick checklist to spot the issue:
- Has a descriptive, easy-to-understand name: Name your Guidance based on the scenario (e.g. When a shopper asks about returns).
- Clear IF and THEN conditions: Make sure your Guidance spells out what to do when a condition is met.
- Covers all variations (no gaps in logic): Don’t leave your AI Agent hanging. Include fallback instructions for all scenarios.
- No wall-of-text formatting: Break things up with line breaks, headers, and spacing to help AI Agent scan quickly.
- Clearly written steps with bullets or numbers: Use lists to make actions easy to follow, like you would for a teammate.
- Doesn’t include unsupported tasks: Avoid unsupported instructions like “send macro,” “assign to agent,” or “delay the response.”
Bonus: Let AI do the heavy lifting
Don’t have time to write Guidance from scratch? The good news is AI can help with that, too.
AI-generated Guidance is available for all AI Agent subscribers. This feature analyzes your historical ticket data and uses it to generate ready-to-use, customizable prompts for your AI Agent.
Here’s what it does:
- Analyzes past tickets to identify common support scenarios
- Generates step-by-step Guidance based on what’s worked before
Ready to level up your Guidance?
Clear, structured Guidance is the key to unlocking better performance from your AI Agent. With just one well-written “When, If, Then” prompt, you can reduce escalations, speed up resolutions, and give your shoppers a smoother experience.
Not sure where to start? Try writing Guidance for one common question today—like returns, order status, or promo codes. Or, if you want to go deeper, check out our free Gorgias Academy course.
TL;DR:
- Your helpdesk shouldn't hold you back. If your team is buried in tickets or bouncing between tools, your platform might be the problem—not your process.
- Rising ticket volumes, slower response times, and clunky integrations are signs you’ve outgrown your platform. Don’t wait for these issues to impact revenue or retention.
- You’re not alone—fast-growing brands hit these roadblocks too. Dr. Bronner’s, Psycho Bunny, and Audien Hearing all switched platforms to support bigger growth with less friction.
- Helpdesk migration doesn’t have to be scary. With the right migration support, you can move quickly, avoid downtime, and give your team a tool they actually want to use.
As ticket volume grows, even the best CX teams start running into roadblocks: limited integrations, repetitive manual work, clunky interfaces, and slower response times. You patch things together. You make it work... until you can’t.
Many growing ecommerce brands find themselves trapped in a system that demands constant workarounds just to function.
If your current customer service platform feels more like a burden than a backbone, you’re not alone—and you’re not stuck.
In this post, we’ll walk through:
- The key signs it’s time to switch platforms
- What to prioritize when choosing your next one
- How brands like Pepper made a smooth move to Gorgias
The 5 warning signs you’ve outgrown your helpdesk
There’s a tipping point most brands hit as they scale. The signs are subtle at first—maybe your agents are taking longer to respond, or the volume of customer support tickets quietly outpaces your team. Then it starts affecting revenue, customer satisfaction, and retention. Big yikes.
Left unchecked, small inefficiencies can snowball into bigger operational challenges.
Catch these warning signs before they start costing you growth:
1. Rising ticket volume and slower resolution times
Support teams that are always playing catch-up rarely have time to focus on higher-value work. If your inbox is constantly overflowing or first response times are creeping up, it’s likely a sign your tools aren’t scaling with your business.
That’s exactly what happened with apparel brand Psycho Bunny.
“As we grew and expanded, we needed a tool that was better suited for Shopify, easier to manage, and offered better support to help us get the most out of the tool,” said Jean-Aymeri de Magistris, VP IT, Data & Analytics, and PMO at Psycho Bunny.
2. Agents constantly toggling between tabs and tools
If your agents are spending more time gathering context than solving problems, you’re losing time (and likely, patience) on both sides of the conversation. Fragmented tools can seriously undercut productivity.
Dr. Bronner’s experienced this firsthand, juggling Salesforce, spreadsheets, and disconnected systems.
“When I joined, we were logging calls and emails in Excel. It wasn’t scalable,” recalled Emily McEnany, Senior CX Manager at Dr. Bronner’s.
3. Clunky or missing integrations with your ecommerce stack
Some platforms require technical support even for small changes, such as custom workflows, new automations, or basic integrations. That may work at the start, but it becomes a bottleneck as your brand grows.
Disconnected systems strip away context, increasing the risk of mistakes. Whether it’s pulling up an order status or managing a return, agents need tools that work together, not against each other.
4. You’re stuck answering the same questions over and over
Every support team deals with repetitive inquiries. But without automation or self-service options, those tickets eat into your team’s time and keep you from focusing on higher-impact conversations.
Nude Project struggled to keep up with their ticket volume due to Zendesk’s lack of intuitive automation features. During Black Friday, the team received a record-high number of tickets—more than double their average volume.
“Connecting with customers through a screen is not always easy. With the high volume of messages, we need a tool that simplifies operational tasks while enabling effective communication and organization,” said Raquel J. Méndez, CX Manager at Nude Project.
5. Onboarding takes too long
Your platform should be easy for new hires to learn and for your team to evolve with. If ramping up agents takes weeks (or months), the platform might be getting in the way more than it’s helping.
Arcade Belts went through this process, trying one system, then switching back to one that better matched their needs.
“It just took a demo or two to realize what was actually going to support our team the way we needed,” their Ecommerce Coordinator, Grant, shared.
If any of these challenges sound familiar, you’re not alone.
The important part is recognizing when you’ve outgrown your current setup—and knowing that there are options out there to help you move faster.
What to look for when switching CX platforms
Switching platforms isn’t just about solving today’s problems. It’s about creating space for your team to be efficient, serve customers better, and turn support from a cost center into a real growth engine.
Need to migrate to a new platform? Look for the following:
1. A system that keeps up with rising ticket volumes
As your brand grows, support volume naturally increases.
Find a stable infrastructure that can handle that growth, has zero platform lag, and a robust engineering team that continuously makes the tool better for your needs.
To Psycho Bunny, Zendesk was a “legacy tool”—so they switched to Gorgias.
In just a few weeks, they migrated all historical conversations, tags, and Macros to Gorgias. Jean-Aymeri, their VP IT, credits Gorgias’s helpful onboarding specialists for making it effortless to integrate their apps and onboard their team onto a brand new tool.
Related: The engineering work that keeps Gorgias running smoothly
2. Automation for repetitive tasks (that maintains the human touch)
From “where’s my order” questions to return policies, prioritize AI tools that can automate repetitive inquiries.
Dr. Bronner’s implemented AI Agent to handle rising volumes of FAQs, allowing their team to focus on complex requests that require a human touch.
In just two months, they saw:
- 45% of all customer service tickets automated
- $100,000 saved per year by switching from Salesforce to Gorgias
- 4 days per month in team time savings
- 11% higher customer satisfaction score
By systematizing the simple stuff, they freed up bandwidth to focus on what matters most—building relationships and solving more nuanced problems.
3. Built-in features that turn support into sales
More brands are rethinking how support contributes to revenue. Look for a tool that combines support and sales. The most effective ones use AI to initiate upselling conversations, so your team can generate new revenue without needing to scale headcount at the same rate.
For jewelry brand Caitlyn Minimalist, which normally saw 30,000 tickets per month, AI Agent was the perfect fit. On top of answering FAQs, AI Agent also helped recommend products based on customer needs.
These conversations often begin as simple inquiries (“What should I get for my friend’s birthday?” or “What product suits me?”) and end in a purchase—handled entirely by AI. In fact, AI Agent’s conversion rates were 150% higher than the team average, proving that automation can support and sell.
4. A more efficient workflow—without relying on developers
The last thing scaling brands should have to worry about is relying on developers for basic changes. That includes being able to create macros and automations in-house and access key customer data without toggling across tools.
The platform should fit into your existing ecommerce stack—not fight against it.
That’s where Audien Hearing found themselves before switching to Gorgias.
“I’ve seen companies lose a lot of money because it’s not efficient,” said Zoe Kahn, former VP of CX. “You try to save money early on, but then you look at your helpdesk a year later and think, ‘Oh no, what’s happening?’”
Since switching from Richpanel, Audien Hearing’s CX team has been able to run CX on their own terms—without the bottlenecks.
They now resolve 9,000 tickets per month through self-service alone (including a customer knowledge base), cut first response times by 88%, and reduced return rates by 5%. With more time for one-on-one conversations, CSAT jumped from 80 to 86.
What migration actually looks like
“But migration sounds hard.”
We get it. Moving your entire CX operation can feel intimidating. But with the right partner (and the right platform), it doesn’t have to be.
Here’s how Gorgias makes switching smooth and stress-free:
- A dedicated onboarding team: Our team is with you every step of the way—from initial setup to post-launch optimization.
- A platform built for ecommerce workflows: Gorgias is designed to work the way ecommerce brands do, not the other way around.
- Fast setup and agent training: Most brands are up and running in days, not weeks. And because the interface is intuitive, teams can get comfortable quickly without heavy, time-consuming training.
- Full data migration support: Whether you’re moving from Gladly, Zendesk, or another platform, we’ll help you bring your history, macros, and workflows over smoothly.
Most Gorgias customers are fully live within just a few days—ready to serve customers faster, smarter, and with less manual lift.
How Pepper made a smooth switch to Gorgias
When fast-growing intimates brand Pepper outgrew their old CX platform, they knew they needed a system that could scale with them—without sacrificing speed or quality.
“Gladly didn’t offer any automation or inbox organization features. Our queue got really messy. We got 400 tickets a day during Black Friday, and we didn’t clear that backlog until the following Spring. We knew we couldn’t do that again,” explained Gabrielle McWhirter, CX Operations Lead at Pepper.
With Gorgias, Pepper was able to:
- Fully migrate their workflows and history
- Train their team quickly on the new platform
- Launch their AI Agent ("Penelope") to automate more than 50% of support tickets
And the results spoke for themselves:
- 16.5x ROI on AI-driven sales interactions
- 90%+ decrease in first response and resolution times
- 18% uplift in average order value
See how Pepper made the switch happen (and why they’re never looking back):
Is it time to make the switch?
If you’re seeing the warning signs, here’s a quick gut check:
- You’re drowning in tickets and toggling between tabs
- You can’t track or tie support to revenue
- You need better integration with your tech stack
- You’re not using automation, or it’s not actually saving time
- Your team dreads logging into your current tool
The right platform won’t just help your team work better. It’ll help you drive more revenue, boost customer retention, and actually make customers want to talk to you.
See what switching to Gorgias could do for your brand. Book a demo today.
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Featured articles
11 Ways CX Teams Can Turn Customer Touchpoints Into Revenue
TL;DR:
- Your CX team drives revenue: Build trust, remove friction, and influence buying decisions across the customer journey
- Optimize existing processes: Automate tasks, address concerns proactively, and create efficient handoffs
- Spot risk early: Use tagging and sentiment detection to re-engage customers before they churn
- Protect VIPs: Prioritize loyal customers, create moments of delight, turn supporters into advocates
Rising tariffs. Shipping delays. Unpredictable price hikes. For ecommerce, it's an understatement to say the pressure is rising. If you're on the CX team, you're already facing the fire head-on — all the customer frustration, confusion, and hesitation.
CX teams are on the frontlines of support and sales. You're shaping customer trust, buying decisions, and brand loyalty.
From pre-sales conversations to loyalty programs, it’s time to rethink the customer journey, so you can turn every interaction into an opportunity to grow your revenue.
Reframe CX’s role across the customer journey
Customer service isn’t just about reacting to problems. It can be a proactive and strategic function that helps you stabilize and even grow your revenue.
Think about it this way: you have the power to turn everyday customer moments into wins.
At every stage of the customer journey, you can turn:
- Purchase hesitation -> confidence to buy (pre-sales)
- Concern → relief (post-purchase)
- Disinterest -> re-engagement (loyalty)
- Returning customers → brand advocates (advocacy)
This isn’t about being pushy for sales. It's about anticipating needs and putting systems in place that protect customer relationships and revenue.
As you update your CX workflow, keep these two questions in mind:
- How can I positively influence revenue?
- How can I reduce the risk of losing it?
1. Resolve pre-sales hesitation with education
Most pre-sales hesitation is rooted in uncertainty: What’s the return policy? How much is shipping? Will this fit? Will it arrive in time?
Reduce customer effort and build confidence with automation as your CX team’s first line of defense. Anything else more complicated, your agents can take care of.
Automate repetitive questions
Start by setting up automated answers for the questions your team responds to every day, especially the ones that delay conversions:
- Where is my order?
- Do you ship internationally?
- How much is shipping?
- Do you accept returns?
- Are your prices affected by tariffs?
There are a few ways to automate these questions in Gorgias:
- Flows: Automated conversations designed to resolve common inquiries without agent intervention
- AI Agent: Conversational AI that answers customer questions in chat and email, trained on your internal documents and brand voice
- Help Center: A self-serve, customer-facing knowledge base of help articles, FAQs, guides, and product resources
Read more: How to optimize your help center for AI Agent
Proactively guide shoppers
Be the compass for the wandering window shoppers and browsers. They might not know exactly what to get, but with the right nudge, you can guide them toward the right product and a fuller cart.
Try these chat prompts:
- Don’t know what size to get? Check out our sizing guide to get your perfect fit!
- Need help choosing the right carry-on? Here’s a quick comparison of our top sellers.
- We offer free shipping for orders over $60!
- What’s your skin type — dry, oily, or combination?
Offer discounts based on shopper intent
Sometimes, a discount is all a customer needs to take their order to checkout. Instead of storewide promo codes, use AI to offer tailored discounts to shoppers who show strong intent to buy. This can help reduce abandoned carts and leave customers with a great impression of your brand.
Here are some of the best times to offer a discount:
- A first-time shopper is hesitant because of the price
- A shopper adds an item to their cart, then asks about shipping or return policies
- A shopper asks if they should wait for a sale
Recommend products in real time
If shoppers can’t quickly find what they’re looking for, they’ll leave. Real-time product recommendations help resolve indecision and increase average order value.
Examples of when real-time suggestions drive conversions:
- A shopper asks for jeans in medium — AI suggests bestsellers in their size
- A returning customer mentions loving a nude-colored top — AI recommends similar or matching items
- A product is out of stock — AI suggests alternatives based on color or style
Hand off high-intent shoppers to live agents
High-intent questions are usually specific and goal-oriented — things like:
- What size should I get?
- How soon can this ship?
- Is this item still in stock?
When customers ask questions that directly impact their ability to purchase, it’s a strong buying signal. If they don’t get a fast response, they’ll probably abandon their cart.
So, how do you encourage shoppers to keep shopping?
Activate chat on your website and equip it with automated features, such as Flows, and/or conversational AI, like AI Agent.
No matter what setup you choose, always have a protocol ready to hand off to a human agent when needed.
In Gorgias, you can set up Rules or use AI Agent handover rules to automatically route conversations based on specific keywords, topics, or customer behavior.
2. Alleviate post-purchase concerns
After buying, customers may want to change their order or just need reassurance that everything is on its way.
If customers feel ignored during this critical window, you risk losing their business.
The easy fix? Eliminate friction, reassure customers, and make it easy for them to stay excited about their purchase.
Automate order status updates
Customers expect full visibility into their orders. Give them full access to this information, and you'll receive fewer WISMO requests.
Integrate your helpdesk with your 3PL or shipping provider to automatically send real-time updates on order status. If customers have an account portal, give them a tracking link.
Pro Tip: If delays are expected, automate messages to let customers know ahead of time. Being proactive keeps customers informed and reduces the need for reactive support.
Turn negative experiences into retention moments
When something goes wrong, like a delay, a lost package, or unexpected fees, it's how you respond that matters most.
Empower your CX team to act quickly. For example:
- Offer store credit, loyalty points, or free shipping perks to impacted customers
- Prioritize VIP or first-time buyers for fast-tracked resolutions
- Escalate critical post-purchase issues to senior agents
You can also use sentiment detection to flag frustrated customers early. Gorgias has built-in customer sentiment detection that automatically identifies tones like urgent, negative, positive, or even threatening language. You can create Rules that tag these conversations and route them to the right agent for faster handling.
Read more: Customer sentiments
3. Re-engage at-risk customers and reduce churn
Just because a customer is at risk doesn’t mean you’ve lost them. Identifying and re-engaging at-risk customers is one of the highest-impact things you can do to protect revenue.
Spot risk early
Pay attention to repeat patterns that signal dissatisfaction. Common early indicators include:
- Multiple shipping complaints
- Frequent refund or return requests
- Negative or urgent sentiment in support tickets
- Long periods of customer inactivity after purchase
Use sentiment detection and Ticket Fields (ticket properties) to tag these signals automatically. With this data identified, you’ll start to spot patterns that can help you address issues, giving customers a reason to stay.
Build recovery flows
Once you’ve identified your at-risk customers, use win-back strategies, like:
- Offering discount codes, loyalty perks, or free returns
- Sending personalized emails or messages acknowledging the issue and offering solutions
- Prioritizing conversations for your most experienced agents or account managers
When handled thoughtfully, a churn-risk customer can become one of your strongest advocates because you showed up when it mattered most.
4. Build loyalty by surprising your best customers
Don’t forget, there are already customers who love you! These loyal customers don’t just come back to buy again — they bring friends, amplify your brand, and give your business stability when you need it most.
Identify and prioritize VIPs
Use customer data to identify customers who purchase frequently, spend more, or have referred others. Tag them as VIPs in your helpdesk so that their requests are prioritized.
For example, in Gorgias, you can use Customer Fields (customer labels and properties) to group your customers under:
- VIP
- Repeat purchaser
- High lifetime value
- Promoter
When you know who your top customers are, you can offer more personalized service and make sure every interaction strengthens their connection to your brand.
Create brand advocates through small gestures
You don’t need to offer huge discounts to let customers know you appreciate them. Small, thoughtful gestures often make the biggest impact:
- Send handwritten thank-you notes with their orders
- Offer a free gift, upgrade, or loyalty perk after a milestone purchase
- Include a referral code they can share with friends
- Feature loyal customers on your social media channels (with their permission)
If you’re using macros and automations, you can even trigger some of these surprise-and-delight actions automatically, making it easier to scale while keeping the personal touch.
Make revenue your outcome at any time
We know how overwhelming uncertain times can be. It’s easy to think you need to reinvent your entire strategy just to keep up.
But the truth is, you already have what you need. You have a team that knows your customers. You have conversations happening every day that can protect, nurture, and even grow your business.
By grounding yourself in what’s already working and creating proactive systems, you can turn uncertainty into strong and steady growth.
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Store Policies by Industry, Explained: What to Include for Every Vertical
TL;DR:
- Clear policies reduce tickets. When customers can’t find return windows or shipping timelines, they turn to your support team — often unnecessarily.
- Each vertical has different CX needs. A fashion shopper wants fit info. An electronics buyer needs setup help. Tailor your policies to match.
- Proactive placement matters. Don’t bury policies in the footer — surface them in product pages, chat, emails, and account portals where customers actually look.
- Policy + AI = self-service support. Gorgias’s AI Agent can guide shoppers to answers instantly, reducing WISMO and freeing up your team for high-value work.
For many ecommerce teams, store policies are an afterthought, tucked away in the footer or buried deep in the FAQ. But they shouldn’t be.
Great customer experience (CX) starts before a customer reaches out. And with 55% of shoppers preferring self-service support, your store policies are often their first stop for answers.
In this guide, we break down the must-have policies for five key ecommerce verticals, based on real Gorgias ticket data. From shipping delays to subscription changes, you’ll learn how to prevent tickets before they happen.
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Why store policies are a CX power move
If you’re constantly fielding questions about returns, shipping times, or order changes, it’s a policy opportunity.
Well-crafted store policies are one of your CX team's most effective tools for setting expectations, building trust, and preventing support issues before they happen. When done right, they turn common friction points into effortless experiences.
Common blind spots that lead to tickets
When policies are vague or hard to find, customers turn to your inbox, driving up ticket volume and slowing down your support team.
Here are the most common blind spots we see:
- Unclear or missing return windows lead to questions like, “Can I still return this?”
- No defined process for exchanges or edits confuses customers who need to fix an order.
- Subscription rules hidden in fine print frustrate loyal customers trying to pause, skip, or cancel.
- Shipping timelines that shift without explanation cause “Where’s my order?” messages that could’ve been avoided.
When policies aren’t clear or easy to find, customers turn to your inbox. And that means more tickets, wait times, and pressure on your team.
Proactive policies = fewer tickets, happier customers
Based on real data from Gorgias, these are the top 10 tickets customers send across channels like chat, contact forms, and email:
- Order damaged
- No reply tickets
- Shipping policy
- Shipping change
- Order change
- Product question
- Return status
- Thank you tickets
- Discount request
- Shipping status
What do most of these have in common? You can address them with clear, accessible policies.
15 store policies you need, organized by industry
Customer expectations aren’t one-size-fits-all, and your store policies shouldn’t be either.
What shoppers expect from a fashion brand is very different from what they need from a wellness company or electronics provider.
We’ve broken down the top policy must-haves by vertical, using real-world examples from Gorgias customers and ticket data.
Use these examples as your plug-and-play guide to write better policies, reduce ticket volume, and create smoother support experiences — no matter what you sell.
1. Apparel and fashion
When it comes to fashion, uncertainty drives tickets. “Will this fit?” “Can I return it?” “Where’s my order?” The most successful fashion brands like Princess Polly cut down on support volume by making these answers easy to find before customers ever reach out.
Key policies to prioritize
- Returns and exchanges: Be clear on timeframes, conditions, and the process. Bonus points for adding visuals or quick links to return portals.
- Size guide and fit: To minimize confusion, include details on model sizing, garment measurements, and fit notes.
- Order changes: Let customers know how to update their order before it ships.
- Shipping timelines: Set expectations around processing and delivery windows (especially during peak seasons).
Where to share store policies
- Link return and shipping policies on product detail pages (PDPs).
- Trigger chat campaigns with the sizing guide when shoppers linger on product pages.
- Add return instructions in post-purchase emails to cut “How do I return this?” tickets.
2. Consumer goods
Consumer goods customers often want to know two things right away: “What’s it made of?” and “When will it get here?” These questions can quickly pile up in your inbox if your policies aren’t front and center.
Trove Brands, home to household favorites like BlenderBottle and Owala, solves this by proactively answering product and shipping questions across their site and emails.
Key policies to prioritize
- Shipping: Share estimated delivery times, carrier information, and instructions on how customers can track their orders.
- Product specs and materials: List dimensions, materials, care instructions, and safety notes to avoid product-related confusion.
- Damage/defect resolution: Set clear expectations around what qualifies as a defect and how customers can report it.
- Warranty or guarantee: Outline what’s covered, for how long, and how to claim it, especially important for durable goods.
At the end of each product page, BlenderBottle shares a support menu where shoppers can find information on order status and replacement parts.
Where to share store policies
- Embed product-related FAQs directly on PDPs to answer questions where they arise.
- Use conversational AI assistants like AI Agent to automatically resolve tickets related to product questions and damaged orders.
- Add warranty and damage policy links in order confirmation and shipping emails to keep customers informed.
Read more: What's the secret to reducing WISMO requests?
3. Consumer electronics
In electronics, clarity is everything. Customers want to know how to use the product, what to do if it doesn’t work, and how to get a replacement — without jumping through hoops.
Over-the-counter hearing aid company Audien Hearing nails this by creating crystal-clear support content around setup, shipping, and returns, so customers can troubleshoot confidently and independently.
Key policies to prioritize
- Warranty/repairs: Explain what’s covered, how to file a claim, and turnaround times for repairs or replacements.
- Returns and exchanges: Clearly state the return window, list of eligible items, processing time, and whether you accept refunds, in-store credit, or exchanges.
- Shipping and delivery expectations: Share average delivery timelines and what to expect once a product ships.
- Troubleshooting steps: Provide self-service guides for common issues like connectivity, battery life, or setup confusion.
Audien Hearing has clear visual policies that make it simple for shoppers to find the info they need quickly.
Where to share store policies
- In chat, set up an automated flow that answers questions like “How do I set this up?” or “Can I return this?”
- Let customers track their return or exchange process, especially when high-value items are involved.
- Create step-by-step guides, accompanied by video or images, in your Help Center for setup and basic troubleshooting.
- Include warranty and return information in the product packaging, so customers have it readily available in case something goes wrong.
4. Health and wellness
In the health and wellness space, trust and transparency are everything. Customers want to feel confident that the products they’re using are safe and that the support will be just as thoughtful as the product itself.
Brands like period underwear brand Saalt do this exceptionally well, pairing clear product education with empathetic policies that guide customers through everything from first use to subscription changes.
Key policies to prioritize
- Product safety and use: Provide detailed instructions, safety disclaimers, and FAQs for first-time users, especially for intimate or ingestible products.
- Returns (especially for hygiene items): Be upfront about what can and can’t be returned, and include compassionate language to build trust.
- Order change or cancellation: Make it easy to update or cancel orders, especially for items that ship quickly or automatically.
- Subscription FAQs: Clearly explain how to skip, pause, or cancel a subscription, and what benefits subscribers get.
Saalt lets customers phrase questions themselves or choose from a dropdown menu.
Where to share store policies
- Prioritize clarity on your contact form by using dropdowns or checkboxes to organize customer inquiries by topic.
- Let AI Agent handle recurring product questions like “How do I use this?” or “Is this safe?” to free up your team.
- Include shipping and return info in SMS flows so customers can get answers on-the-go, without needing to email.
5. Food and beverage
Food and beverage customers tend to be both curious and cautious. They want to know what they’re putting in their bodies — and what to do if something goes wrong with the order.
Brands like Everyday Dose get ahead of these concerns by making their policies clear, accessible, and customer-first.
Key policies to prioritize
- Ingredient and allergen disclaimers: Transparency is everything. List ingredients, possible allergens, and sourcing details to build trust.
- Subscription changes: Give customers full control to pause, skip, or cancel deliveries with minimal friction.
- Damaged orders: Outline what customers should do if a product arrives broken or spoiled, and how fast they can expect a replacement.
- Shipping and delivery FAQs: Cover delivery timeframes, how orders are packed, and what to do if a shipment is delayed.
Everyday Dose lists frequently asked questions and makes it simple for customers to find important allergen and ingredient information.
Given that Everyday Dose is a mushroom supplement brand, many shoppers will likely have questions around allergens and exact ingredients. On each of their product pages, there is a clear “Read the Label” button.
Everyday Dose also has a chat which encourages customers to click through to the correct support link or to track their order.
Where to share store policies
- Enable self-service order management on chat to give customers real-time updates on shipping status and subscription changes.
- Feature policy links prominently in your customer account portal — especially for managing subscriptions.
- Include your damage/return policy in post-purchase and thank-you emails, so customers know exactly what to do if something’s wrong.
Pro Tip: Use a conversational AI platform to handle common questions at scale. For example, Gorgias’s AI Agent can instantly respond to FAQs like “How much is shipping?” or “When will my order arrive?” — all in your brand’s voice. And when a request needs a human touch, it routes the ticket to the right agent automatically.
Best practices for writing and distributing store policies
Even the most well-written policy won’t reduce tickets if it’s buried three clicks deep in your footer. To truly support your customers (and lighten your team’s workload), your policies need to show up in the right places, at the right moments.
Here’s how to get them in front of customers when they need them most:
Surface policies across key customer touchpoints
- Product detail pages: Link to size guides, shipping timelines, or ingredient lists directly on PDPs.
- Chat: Use a combination of automated flows and conversational AI to proactively suggest relevant policies based on the customer’s question or page.
- Help center: Turn your most common ticket topics into easy-to-scan articles with clear titles and headers.
- Email flows: Include return and warranty info in post-purchase emails, shipping updates, and thank-you messages.
- Account portals: Make it easy for customers to manage subscriptions, view order policies, and find FAQs in their account dashboard.
- SMS or mobile support: Include quick policy reminders in transactional texts, like shipping delays or renewal reminders.
3 core elements of a strong store policy
- Clear: Use plain language, short sentences, and bullet points. Avoid legal jargon.
- Accessible: Link them prominently in your footer, header, Help Center homepage, chat, and product pages.
- Actionable: Tell customers exactly what to do — where to click, who to contact, and what to expect.
Well-placed policies turn support into a self-service experience. They empower your customers to get what they need without ever opening a ticket — and that’s a win for everyone.
Turn store policies into your first line of support
Clear, proactive policies do more than answer questions. They prevent tickets, build trust, and make your support team’s job easier. By tailoring your policies to your industry and placing them where customers actually need them, you turn potential friction points into smooth experiences.
Want to take it a step further? Book a demo to see Gorgias’s AI Agent handle common inquiries like shipping, returns, and product questions, across chat, email, and contact forms.
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How CX Leaders are Navigating Tariffs with Transparency
If you're an ecommerce leader right now, you’re likely facing a new wave of uncertainty. Rising tariffs, disrupted imports, and sudden cost increases are putting pressure on your margins, and your customer relationships.
At Gorgias, we are working with thousands of brands that are grappling with tough calls: adjust prices, shift sourcing, or absorb costs to protect loyalty. And while the supply chain is where these issues start, the customer experience is where they play out.
Whether you’re a growing DTC or an enterprise brand, your customers deserve transparency. We know the pressure you're under, and we're here to help you navigate it. To help you not only manage the conversation, but lead it with clarity, empathy, and speed.
Ecommerce brands are in an impossible position right now, following the 24 hours news cycle, and waiting to see how tariffs will cut into profits and impact their business.
For customers? It can create confusion, frustration, and a flurry of angry tickets if brands aren’t proactive and transparent. But here's the truth: how your team talks about tariffs is just as important as what they say.
These moments of friction, and how you communicate these changes to your customers can be opportunities to build trust, reduce churn, and even demonstrate the real revenue power of your team. In a moment when clarity and trust are everything, the role of CX leaders is more important than ever.
When tariffs hit, CX takes the call
Tariffs may seem like a back-end issue, but in reality, they shape front-end experiences—from product pricing and availability to fulfillment speed and satisfaction.
For ecommerce brands, especially those sourcing from China or shipping globally, these trade shifts hit close to home. Products get more expensive, shipping slows down, and some SKUs disappear altogether.
And CX teams are often the first to hear about it. The question isn’t if you should communicate tariff implications, but how.
What customers actually want to know
Here’s the good news: customers don’t expect you to control global trade policy. But they do expect honesty.
What matters most right now is:
- Transparency: Be clear about what’s changing and why.
- Timing: Tell them before they find out at checkout.
- Empathy: Acknowledge that increased prices or delays are frustrating and explain what you're doing to help.
And even more specifically, your customers are likely looking for answers to three simple questions:
- Did the price increase? Why?
- Why can’t I find this product anymore?
- Is my order going to be delayed?
In times of change, trust becomes foundational. If you're not upfront about what’s happening and how it affects them, customers will fill in the blank, or worse, turn to competitors.
How to talk tariffs without losing trust
Be clear, not complicated
Tariffs are complex, but your messaging shouldn’t be. Strip out the policy jargon and explain the changes in human terms. Let customers know what’s changing, why it’s happening, and what steps you’re taking to protect their experience.
Instead of: “Due to regulatory changes impacting import duties…”
Say: “Because of new tariffs, some of our prices have gone up. Here’s why, and what we’re doing to keep costs down.”
Say the same thing everywhere
From your Help Center to your agents to your email updates, your message should be consistent. Mismatched explanations create confusion and erode trust. Align your team on the key talking points and update scripts and automations across all customer touchpoints.
Speaking of your Help Center, now might be a great time to create an article specifically about tariffs and how you’re approaching them. The article can serve as a source of truth for your customers and your AI agents on the front lines answering questions.
Lead with empathy
Customers don’t just want the facts, they want to know you care. Acknowledge the frustration, and offer reassurance. Small gestures like a personalized note or a shipping perk can show you’re on their side.
Be specific and honest
Generic messages fall flat. Give customers details that they can rely on: Are the changes permanent? Are you absorbing part of the cost? Is a specific product impacted? When you’re upfront about the situation, and how you’re responding to it, you build credibility.
Decide how AI Agents should help
Times of uncertainty are times to cut costs, but it may also mean increased ticket volume. AI agents can help on the frontlines. But be sure to build your handovers to escalate to your team in the right moments to build trust.
Start with transparency: Beis sets the bar
Luggage brand, Beis, recently sent an email to customers that is a great example in customer-first communication. Rather than quietly raising prices or burying fees in checkout, they called it what it was: tariffs.
They explained the change clearly, why it was happening, and what customers could expect. And most importantly, they acknowledged the frustration. No spin, or vague language, just a clear message from a brand that respects its customers enough to be honest with them.
This kind of proactive messaging does more than prevent a flood of support tickets. It creates alignment between the brand and the customer. Beis didn’t make the rules but they’re navigating them with their customers, not in spite of them.
Make it a CX conversation, not just a policy page
Too often, tariff policies get relegated to the FAQ page or terms and conditions. Customers typically only land there after they’re already confused or upset.
Instead, CX should treat tariffs as a key part of the customer journey and be equipped to speak about them empathetically and clearly.
1. Proactive chat leads to fewer surprises
Add a proactive message to your chat widget that addresses tariff-related questions before they even come up. A short note like, “You may notice some pricing changes – here’s why,” with a link to your FAQ or a specific article, helps to deflect confusion and prevents cart abandonment.
2. Update your FAQ with key information
Surface timely information right where customers are most likely to look. Use your chat or search function to include a clear callout.
“Looking for information on recent pricing or shipping updates? Here’s what changed.”
This type of visibility empowers self-service, and reduces ticket volume.
3. Equip your agents with scripts that are genuine
Don’t leave your support team guessing. Create internal scripts with clear language on what to say (and what to avoid) when talking tariffs. Script empathy, not just compliance: Empower agents with language that acknowledges the inconvenience while reinforcing the brand's values.
Say:
- We’ve made some pricing updates due to new tariffs, and we’re doing everything we can to minimize the impact.
- We know this change may be frustrating. Here’s how we’re helping our customers through it.
Avoid:
- Overly technical or vague terms like “regulatory adjustments” or “economic climate shifts.”
- Any messaging that deflects responsibility or blames external factors without explanation.
4. Build smart macros for Tariff FAQs
If you’re using automation, make sure your AI Agent and autoresponders can explain tariff policies accurately and compassionately. Use macros to ensure fast, consistent replies, without sacrificing tone. Some key macro themes to create:
- Why did prices increase?
- Are tariffs permanent?
- Is my order delayed because of tariffs?
- Why is this product no longer available?
Each macro should strike a balance of clarity, empathy, and brand voice, offering both the what and the why.
You can’t control tariffs. But you can control trust.
Tariffs might be out of your control. But how you talk about them? That’s entirely in your hands.
This is your moment as a CX leader, not just to react but to lead. To turn friction into transparency, tension into trust, and confusion into connection. Because when policies change overnight and customer confidence is on the line, the brands that communicate with honesty, consistency, and care don’t just survive. They strengthen loyalty.
Your customers don’t expect perfection. They expect clarity. They expect empathy. And they expect you to show up.
At Gorgias, we’re here to make sure you can. With tools to automate answers, personalize conversations, and empower your team to deliver the kind of CX that builds long-term brand equity, even when times get tough.
Further reading
How 10 Brands Transformed Customer Support Into Revenue in 2024
TL;DR:
- Support automation cuts resolution times and saves brands thousands. Dr. Bronner's and LSKD automated 40–45% of tickets, saving $100K annually and cutting resolution times to just over a minute.
- Phone support is a profitable yet underutilized support channel. Obvi boosted revenue by $22K in 2 months using phone support alongside Gorgias for upselling and subscription retention.
- Automating returns results in new sales and cost savings. Rumpl recouped $8K in return fees with automated returns, while Pajar resolved tickets in 12 minutes using bilingual AI support.
- App integrations enhance the customer experience. Shopify, Aircall, and Loop Returns integrations helped brands like Jonas Paul Eyewear slash response times by 96% during peak seasons.
Scaling great customer support is often seen as a challenge, especially when ticket volumes climb and customer expectations rise. But for CX leads and executives, it’s essential to recognize that support isn’t just a cost center—it’s a profit driver. Exceptional customer support builds loyalty, drives repeat business, and creates upselling opportunities, directly boosting revenue.
That’s where Gorgias comes in. In this blog, we’ll show you how brands like Rumpl, TalentPop, Stylest, and Baby Gold have turned their support challenges into measurable wins with the power of automation and smart tools.
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1. Obvi boosted revenue by $22,000 in just 2 months with Gorgias and phone support
Obvi was leaving money on the table. Without phone support, they faced challenges like subscription drop-offs and missed upsell opportunities. Voice as a support channel wasn’t on their radar, so valuable revenue streams slipped through the cracks. Plus, they lacked a proactive strategy to retain subscriptions.
By integrating Gorgias’ omnichannel support tech, Obvi transformed their customer experience. They introduced a personalized, phone-based support system tailored to upselling and subscription retention, and partnered with Aventus’ Learning Management System (ALMS) to give their agents expert training.
The result?
A customer support system that delivered exceptional service while boosting revenue.
Results achieved:
- Saved 271 subscription orders, equalling $21,244 in revenue.
- Achieved an average of 20+ upsells per week.
- Enhanced customer satisfaction and retention through personalized interactions.
With Gorgias and phone support, Obvi unlocked the potential of voice to grow their business and deepen customer loyalty.
2. Jonas Paul Eyewear slashed response times by 96% with AI Agent
During peak seasons like back-to-school, Jonas Paul Eyewear struggled to keep up with the sheer volume of customer inquiries. The small customer care team was overwhelmed with repetitive questions, leading to slower response times and increased stress. They needed an efficient solution to handle the increased load while maintaining excellent service.
By partnering with Gorgias, Jonas Paul Eyewear transformed their customer service operations. AI Agent automated responses to common queries like prescription details and return policies, freeing up their team to focus on more complex issues.
An integration with Aircall allowed agents to handle phone calls directly within Gorgias, with access to customer interaction history and Shopify data. A Klaviyo integration streamlined inquiries related to home try-on kits and orders. Together, these tools created a customer-focused experience.
Results achieved:
- Despite a 28% increase in tickets, the team reduced first response time by 96%.
- AI Agent influenced $600 in sales in a single month, nearly doubling its $360/month cost.
- Automated over 30% of support volume, eliminating the need for temporary staff during busy periods.
"With faster responses and more proactive support through AI, we are seeing happier customers, which obviously translates into more retention and more brand loyalty. Overall with the improvement in first response time, we've really seen an uptick in customer satisfaction and less of an escalation in tickets."
—Lynsay Schrader, Lab and Customer Service Senior Manager at Jonas Paul Eyewear
3. Dr. Bronner’s saved $100K annually by automating 45% of customer interactions
As Dr. Bronner's business grew, so did their customer support challenges. The limitations of their previous system, Salesforce, made it difficult for their small customer experience (CX) team to handle increasing inquiries, especially repetitive questions. As a result, customers experienced longer response times, and the brand needed a more effective solution.
By switching to Gorgias, Dr. Bronner's transformed their customer support operations. They implemented AI Agent to automate routine inquiries, allowing their team to focus on more complex, personalized interactions.
The addition of a comprehensive Help Center empowered customers to find answers independently. At the same time, integrations with Shopify, Aircall, and Loop Returns streamlined the management of orders, returns, and voice communications — all within a single platform.
Results achieved:
- Saved $100,000 annually by replacing Salesforce, reducing licensing and development costs.
- Automated over 45% of customer interactions within two months.
- Increased customer satisfaction scores by 11% through faster responses and personalized service.
- Reduced resolution time by 74%, enabling the team to address inquiries more effectively.
"Our CX team is small, which is why leaning into automation was so crucial for us. We were really at a turning point at the beginning of the year, and we knew that we had to make a change. We had to make our tools work for us, not against us. Gorgias was a huge opportunity, and we decided to jump in head first. Within the first 30 days, we were able to automate 30% of customer interactions and are now up to 45%."
—Emily McEnany, Senior CX Manager at Dr. Bronner’s
4. Pajar automated 45% of tickets to cut response times from days to minutes
Peak seasons like winter, Black Friday, and Cyber Monday brought immense pressure to Pajar’s small customer service team of five agents. With high ticket volumes and a bilingual customer base (English and French), maintaining quick response times and delivering excellent service became a major challenge. They needed a solution to streamline operations and keep their customers happy.
Partnering with Gorgias proved to be a game-changer. Pajar implemented AI Agent to handle common inquiries in both English and French, freeing their team to focus on complex tickets. Automation reduced repetitive tasks, improving team efficiency, while Gorgias’ 30-in-30 onboarding program helped them quickly hit their automation goals.
Results achieved:
- Surpassed their 30% goal by fully resolving 45% of queries with automation.
- Achieved a first response time of just 12 minutes and 15 seconds, and a resolution time of 1 day and 20 hours.
- Maintained high satisfaction scores by delivering timely, accurate responses in English and French.
"We were nervous to get started at first, but as soon as we had the implementation call it was a huge weight off of our shoulders — we knew it was going to be great. And we were right. The first day we turned it on, we started seeing results right away."
—Noémie Rousseau, Customer Service Manager at Pajar
5. LSKD tripled email automation and boosted customer satisfaction with AI Agent
LSKD, a popular Australian activewear brand, struggled to keep up with a high volume of customer inquiries during peak periods. Their previous system couldn’t handle repetitive queries efficiently, leading to slower response times and an overburdened support team. To maintain their commitment to excellent customer service, they needed a smarter solution.
Gorgias delivered. By implementing AI Agent, LSKD automated responses to common questions, enabling their team to focus on complex, high-value interactions. Automation streamlined workflows, reducing manual tasks, while integration with Shopify provided instant access to customer order data. LSKD could respond faster and more accurately, improving the overall customer experience.
Results achieved:
- Automated 40% of tickets overall with Gorgias AI Agent.
- Reduced first response time from 1 day 2 hours to 1 minute and 2 seconds.
- Reduced resolution time from 1 day 19 hours to 1 minute and 8 seconds.
"Gorgias AI Agent is going to be a game-changer for us during BFCM. With the ability to provide immediate, personalized responses, we’re confident it will not only reduce the volume of repetitive inquiries but also ensure our community feels supported during the busiest time of the year.”
—Kailey Burton, Community Experience Head Coach at LSKD
6. Baby Gold automated 20% of emails and cut resolution time down to 1 minute 4 seconds
Baby Gold, a jewelry brand known for its personalized pieces, faced growing challenges in meeting customer demands for quick and efficient support. Their existing customer service system lacked the automation needed to manage repetitive inquiries, leading to slower response times and an increased workload for their team.
They needed a solution to improve efficiency and meet customer expectations for rapid assistance.
AI Agent autonomously resolved customer email tickets by learning the brand’s unique policies and voice while automation reduced manual tasks. Easy integration with their existing systems provided agents with instant access to customer data, enabling quicker, more accurate responses and improving overall efficiency.
Results achieved:
- Achieved a 20% email automation rate after joining the AI Agent Beta program.
- Reached a first response time of 49 seconds and a resolution time of 1 minute and 4 seconds.
- Answered 1,361 tickets within two weeks.
"I feel that nowadays, people expect quick responses and rapid assistance. AI and tools such as AI Agent are perfect to meet these expectations."
—Sindi Melgar, Customer Service Manager at Baby Gold
7. Psycho Bunny answers tickets 10x faster with AI Agent
Psycho Bunny, a bold menswear brand known for its edgy take on classic styles, faced a challenge: how to maintain a stellar customer experience while scaling their multi-million dollar business. With a focus on improving key performance indicators (KPIs) and customer satisfaction (CSAT), they needed a solution to boost efficiency without adding to their customer support team’s workload.
Psycho Bunny implemented AI Agent to handle routine customer inquiries, such as order status, returns, and exchanges, freeing up human agents to focus on more complex, high-value interactions.
With automation managing 26% of tickets and integration with existing systems, Gorgias provided the tools to streamline operations and deliver exceptional service, all from one unified platform.
Results achieved:
- Resolved 26% of customer tickets through AI Agent.
- Reduced first response time by 99.8% and resolution time by 99.4%.
- Queries are answered 10x faster than the team average thanks to AI Agent, with a 4.67 CSAT score.
"I already love Gorgias because its email and chat capabilities are ahead of the competition, so I trust Gorgias to also build the best AI agent. And having all our CX tools within the same system is important—I don’t want yet another dashboard to check."
—Tosha Moyer, Senior Customer Experience Manager at Psycho Bunny
8. Stylest achieved a 35.56% conversion rate with Gorgias Convert
Stylest, a swimwear brand, set its sights on a big goal: to boost visitor engagement and convert more casual browsers into loyal customers. They wanted to increase sales and highlight their best-selling styles while providing an enjoyable shopping experience.
To achieve this, Stylest partnered with ECOM DEPARTMENT and implemented Gorgias Convert, an onsite marketing tool designed to optimize customer interactions and drive conversions. With Convert, they launched targeted campaigns that effectively guided visitors toward completing their purchases without disrupting the shopping experience.
Results achieved:
- Achieved an impressive 35.56% conversion rate through exit intent campaigns.
- Campaigns contributed to a 20% lift in Average Order Value (AOV) revenue.
- Over 90 days, campaigns influenced 3% of total revenue, with a peak impact of 18%.
9. TalentPop expanded its customer base by 410 clients through a strategic partnership with Gorgias
TalentPop, a customer service management agency serving ecommerce brands, set out to expand its client base and elevate its service offerings. To achieve these goals, they needed a partner that could align with their go-to-market strategies, provide innovative tools, and help attract new business.
TalentPop tapped into Gorgias’s robust platform and co-selling initiatives to acquire mutual customers.
They received tailored guidance to plan forward-thinking strategies, looking 1–2 years ahead, while maintaining a high standard of service delivery. Access to essential tools and operational support allowed TalentPop to streamline processes, boost efficiency, and increase revenue from customer support services.
Results achieved:
- Acquired 410 mutual customers through effective co-selling efforts.
- Perfectly aligned go-to-market strategies with Gorgias, critical for winning key accounts.
- Helped their client Silky Gem to automate 40% of 5,000 monthly tickets.
"Gorgias has been instrumental in TalentPop’s growth from the start of our partnership. They have provided key prospect opportunities, supported us in winning accounts, and invested in TalentPop by bringing on best-in-class customer service agents to support their teams."
—Olivia Parker, Senior Partnerships Manager at TalentPop
10. Rumpl recouped $8,000 in return fees and achieved 4.89 CSAT
Rumpl’s manual, 3PL-dependent returns process was time-consuming and inefficient, with resolutions taking 2–3 weeks. A reliance on shared Excel sheets created operational bottlenecks during busy periods and frustrated customers.
By integrating Loop Returns with Gorgias, Rumpl automated and streamlined their returns process. Customers could manage returns and exchanges via an automated portal in the Gorgias chat widget. Self-service tools and automated communications reduced manual workloads, while centralized support within Gorgias improved efficiency and visibility.
Results achieved:
- Cut first resolution time by 39% with automation.
- Recouped $8,000 in return fees by converting 31.4% of returned revenue into exchanges or store credit.
- Boosted CSAT to 4.89 by delivering quicker, more efficient service.
"The Gorgias/Loop integration has been really useful for us. Being able to view return info in Gorgias, then open that return in Loop with one click, makes it super easy to navigate and resolve any issues the customer might have."
—Jacob Cantu, Senior Customer & People Experience Manager at Rumpl
Turn customer support into your brand’s growth engine
Great customer support goes beyond answering questions. It involves building trust, driving loyalty, and turning everyday interactions into opportunities for growth. From streamlining returns to automating repetitive tasks, brands like Rumpl, TalentPop, Stylest, and Baby Gold show how the right tools can transform support into a revenue-driving powerhouse.
With Gorgias, you can work smarter, resolve issues faster, and create exceptional experiences that keep your customers coming back.
Want to see how Gorgias can help you scale your support and grow your business? Book a demo today and discover the tools that will take your customer experience to the next level.
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AI Tone of Voice: Tips for On-Brand Customer Communication
TL;DR:
- Tone of voice builds trust. A consistent tone of voice helps create personal connections with customers and builds trust in your brand, even when using AI.
- Analyze your brand's personality to find your tone. Review customer conversations, website copy, and marketing materials.
- AI can mimic brand voice by learning your data. This data includes your brand’s help docs, internal guidebooks, macros, and brand guidelines.
- Keeping AI on-brand requires regular training. Audit your brand voice, set guidance, and monitor responses to keep your AI accurate.
Tone of voice—and a strong brand personality—have become essential components of exceptional customer service.
As many brands introduce AI to automate customer service interactions, the challenge of ensuring that AI is helpful looms. Part of that helpfulness means speaking to customers in a way that connects with them, not alienates them.
That’s why implementing AI that uses your brand’s signature tone of voice has never been so important.
This post will explore why tone of voice matters in customer service and provide insights on how AI can effectively replicate brand voice, with tips on implementing it successfully.
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Why tone of voice matters in customer service
Through a customer service lens, tone of voice is the style, word choice, and general vibe of how your brand speaks when it communicates with customers. Tone of voice is one of the key components of brand identity, so the tone of voice a support team uses will always align with its greater brand.
According to Statista, 64% of customers prefer making purchases from companies that create experiences tailored to their needs and wants. A consistent tone of voice does just that, building trust, creating better relationships between customers and brands, and making experiences more personal.
On the flip side, brands that don’t prioritize tone of voice — especially when it comes to AI — will see robotic tones cause a loss of customer trust.
How AI effectively replicates brand voice
51% of customers share concerns that brands that use AI won’t connect them to a human. But if you choose the right AI tools that leverage your brand’s information and use it effectively, you can train it to mimic your unique voice — sometimes to the point where customers don’t even know that it’s the AI talking.
That’s true for the CX team at toddler carrier brand Wildride.
”An influencer emailed us saying, 'I really love you guys,' and our AI Agent replied, 'Love you too,' with heart emojis, which was really funny. It was just like an email from me and my other team members,” says Amber van den Berg, their Head of Customer Experience.
Wildride trusts Gorgias AI Agent to manage a high volume of tickets while still providing each customer with a great experience.
📚 Further reading: How Wildride automated 33% of email tickets with AI Agent
AI Agent uses a few key components to mimic tone of voice, including LLMs (Large Language Models) to form human-like responses, guidance from you, and the internal resources you provide it.
“We’ve had customers respond to AI Agent thinking they were speaking to a real person. That’s how elevated the response was from AI,” says Emily McEnany, Senior CX Manager at Dr. Bronner’s.
4 tips for successfully infusing AI with your brand’s tone of voice
You can absolutely train AI to match your brand's specific voice and style. Here are a couple of tips that will help you be successful:
- Audit your brand’s existing voice and tone
- Set up guidance
- Monitor responses and give feedback
- Keep up with regular training
1. Audit your brand’s existing voice and tone
If your brand has an established voice and tone, make sure that you either have internal documents that detail it or can describe it accurately in a couple of paragraphs.
You’ll use that information to help train the AI, so it’s essential that it’s up-to-date and accurate.
If you don’t have an established tone, now is a great time to generate your brand voice. Review customer conversations and the copy on your website. Chat with your marketing team and even your brand’s founder to get a clear picture of what it is or what you’d like it to be.
Here’s a quick-start guide for how to find your tone of voice:
- Think about the brands you want to be similar to and pick two.
- Now, take a look at those brands’ websites. Make a list of what you love — it could be the way these brands speak to customers, leverage active verbs, write their product descriptions, or how they talk on social media.
- Now that you have your list, circle the things that feel most relative to your brand.
- Can you put an overarching “vibe” to this list? For example, you might choose a word like friendly, sophisticated, or fun.
- Then, fill in this sentence: “We are (Your Brand) and our tone of voice is (the vibe word you chose).
- Now, see if you can expand on that a little more, with some thoughts about how you might interact with your target audience or write about your products.
2. Set up guidance
Most AI-powered tools will allow you to set up some sort of guidance around how they interact with customers. If you use Gorgias AI Agent, you’ll be able to set specific tone of voice parameters. Choose from three pre-built options—Friendly, Professional, Sophisticated—or Custom to give it your own instructions.
For example, jewelry brand Baby Gold uses an upbeat, friendly, warm, and personable tone. They would likely choose the Friendly option, which is the go-to option for many teams.
“Sometimes agents forget personal details to call out when communicating with our customers, like birthdays or weddings,” says Sindi Melgar, their Customer Service Manager.
“But I noticed on a few different occasions where the AI Agent is highlighting these things and is saying, congratulations on your wedding! Just the tone of voice that Michelle is able to adopt is definitely on brand for us.”
If you’re looking to provide your own specific guidelines, create custom guidance like Wildride did below:
📚 Recommended reading: How to customize AI Agent with 7 brand voice examples
3. Monitor responses and give feedback
In general, you should always keep an eye on how your AI tool is answering questions to ensure that it’s providing accurate responses and that your customers aren’t getting frustrated. Combing through responses manually can be overwhelming, so that’s why Gorgias offers an AI Feedback feature.
In the ticket sidebar you’ll find a summary of the response AI Agent provided, including why it responded the way it did and the resource it pulled the response from.
Then, give feedback by using the 👍 or 👎 icons to mark AI Agent’s response as correct or incorrect. AI Agent uses this feedback to improve responses over time.
📚 Recommended reading: How to coach AI Agent and give feedback
4. Keep up with regular training
Any time you add new policies or update existing ones, make sure you add them to your helpdocs and Macros, which are the main resources the AI is going to draw from.
The more consistently you can go in and provide the AI direct feedback on each response, the more easily AI will nail your unique tone.
Create on-brand responses with AI
Your brand’s tone of voice makes a huge impact on the relationships you build with customers. Combining your unique brand voice with AI means you’ll provide more personalized responses and resolve customer issues faster.
“We were hesitant at first, but AI Agent has really picked up on our brand’s voice,” says Lynsay Schrader, Lab and Customer Service Senior Manager at Jonas Paul Eyewear. “We’ve had feedback from customers who didn’t even realize they were talking to an AI.”
Gorgias AI Agent is the go-to tool for AI-driven customer support that aligns with brand tone.
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Why Your Strategy Needs Customer Service Quality Assurance
TL;DR:
- Manual QA is time-consuming and inconsistent. Reviewing conversations manually makes it difficult to ensure uniform quality across agents and touchpoints.
- Automating QA saves time and improves accuracy. Automation ensures all tickets are reviewed with the same quality, freeing up agent time to create stronger customer connections.
- QA helps teams continuously improve. It enables better agent training and brings forth actionable feedback to exceed customer expectations.
- Implement QA one step at a time. Begin by setting KPIs, introducing small changes, and investing in automation tools to streamline and measure success effectively.
Forrester’s 2024 Customer Experience Index reports that 39% of brands’ customer experience (CX) quality has declined over the past year.
It can be challenging to get a full understanding of how your team—and AI, if you use it—are truly performing.
This is true even with metrics like CSAT.
“A 5-point scale only tells you and your agents so much, and relying on consumers providing feedback further limits what you’re able to look at and learn from,” says Kayla Oberlin, Senior Manager of Customer Experience at amika.
Quality Assurance (QA) is becoming a more crucial component of a customer experience strategy, especially one that prioritizes customer happiness.
We’ll cover the importance of customer service QA, best practices, tools, and tips to implement QA effectively.
🗺️ This article at-a-glance
- What is QA (Quality Assurance) in CX?
- Why QA is critical for customer experience
- Best practices for implementing QA in CX
- Challenges
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What is QA (Quality Assurance) in CX?
In the CX context, QA (Quality Assurance) refers to reviewing customer conversations to improve your support team’s performance and enhance customer satisfaction. QA ensures a consistent and satisfying customer journey across touchpoints, including your website, support channels, and social media.
Common QA pain points for CX teams
Aside from accuracy issues, a manual quality assurance process is:
- Time-consuming: Manual conversation reviews are slow and labor-intensive.
- Limited visibility: It’s difficult to get a clear, scalable view of team and AI performance.
- Inconsistent: Maintaining uniform quality across customer service teams can be tough.
- Resource allocation: Difficulty in ensuring the right skills, training, and resources are in place.
- CSAT limitations: Negative scores often reflect policies, not agent performance.
The solution isn’t for CX teams to skip the QA process altogether but to automate it.
According to research from McKinsey, “A largely automated QA process could achieve more than 90 percent accuracy—compared to 70 to 80 percent accuracy through manual scoring—and savings of more than 50 percent in QA costs.”
With an automated QA process, brands can:
- Save time: Automated quality checks help support agents to focus on the most critical tickets.
- Ensure consistency: Both human agents and AI agents are evaluated with a unified, comprehensive QA score.
- Boost performance: Agents receive targeted coaching to provide more consistent customer experiences.
- Meet customer expectations: Customers benefit from higher-quality support with quicker resolutions and accurate responses.
Why QA is critical for customer experience
According to Statista, 94% of customers are more likely to purchase again after receiving top-notch support. Quality assurance ensures that every customer gets the same experience, and provides agents with the feedback to learn and stay on-brand with each resolution.
At its core, QA:
- Prevents errors
- Ensures consistency
- Builds trust with customers
- Helps with personalization
- Aids in better coaching and training
- Offers opportunities for continuous improvement
Prevent errors
Addressing errors early is important, as even small mistakes can harm customer trust and create lasting negative impressions. QA tools can prevent mistakes because of better coaching and training. This can stop misinformation in its tracks –– and from escalating into bigger problems down the line.
Ensure consistency
QA makes sure that all customer touchpoints, like calls, emails, live chat, and even AI responses, are handled with the same level of care. This is especially helpful when training new team members, introducing new products or policies, or during high-traffic periods.
Build trust
Consistent and reliable experiences build customer trust and loyalty. If you were to reach out to a brand and have an amazing experience the first time but a bad experience the next, you’d probably question which experience was the norm.
Top-notch experiences that happen time and time again tell your customers that you’ll always be there to help. This can boost repeat sales and even referrals: According to Statista, 82% of customers recommend a brand after a great experience.
Personalize experiences
Aside from increasing happiness and making customers feel heard and appreciated, personalized support also affects your bottom line. Statista notes that 80% of businesses found that providing personalized customer experiences led to increased spending for consumers.
Aids in better coaching and training
With QA, teams are able to rate and review all tickets instead of spot-checking. This provides them with a:
- Quicker turnaround on coaching opportunities
- Wider volume of tickets they can review, learn from, and use for training
- Better understanding of when a Macro or a process is leading to incomplete or unhelpful conversations
- Bigger opportunity for constructive feedback and flow improvements that are based on real responses and not frustrations with brand policies
Continuously improve
Whether it’s lowering resolution times, introducing a knowledge base, or adding AI Agent to your team, making continuous improvements will help you stay ahead of the competition.
Implementing a QA program (especially if you can automate it) is one of those additions that provides you with the refinements you need on a resolution-to-resolution level.
Best practices for implementing QA in CX
QA best practices include:
- Establish a baseline for metrics and KPIs
- Monitor and evaluate regularly
- Implement automation tools
- Collect customer feedback
Establish a baseline for metrics and KPIs
As you set out to integrate a Quality Assurance process into your CX program, first establish benchmarks for various metrics and KPIs. These benchmarks help track and evaluate the performance of QA as you implement it.
If you don’t already track customer support metrics, CSAT, first response time (FRT), resolution time, and net promoter score (NPS) are great ones to start with.
💡Tip: If you use Gorgias, you’ll find your current support performance statistics in the Statistics menu. Make sure that you can see back at least six months. Then, compare an equal time frame for post-QA implementation.
Monitor and evaluate regularly
While it might sound a bit “meta” to monitor your quality assurance (which is already monitoring your support responses), it’s still worth noting.
Ensure that your QA process works smoothly, helps your metrics rather than hurts them, and provides actual helpful feedback to your agents.
Implement automation tools
The simplest way to maintain your support quality standards is to use an automated QA tool. Automating the QA process lets CX teams get deeper insights into agent strengths and areas for improvement, and captures deeper insights than a CSAT score could.
Collect customer feedback
Understanding how customers feel will allow you to fine-tune your processes and ensure you’re delivering a consistent and high-quality experience. Here are a few ways to collect feedback:
- Surveys and reviews - Post-interaction surveys or direct reviews provide real-time feedback on what customers think of their experience.
- Social listening and real-time feedback - Monitoring online reviews, social media mentions, and customer comments offers insight into how your customers are feeling that might not be captured through formal surveys.
Challenges of adding QA
Lack of resources, ineffective training, poor communication between team members, not having the right tools, and doing everything manually are some of the challenges you can encounter when adding a QA process.
Here are a couple of solutions we recommend:
- Start with phased rollouts. Rather than rolling out a QA process across your whole team, let more seasoned agents experiment with it first to give you feedback and make tweaks.
- Make incremental improvements. Changing an entire CX process at once to include QA can be overwhelming. We recommend making small changes (like starting to send CSAT surveys if you don’t already) one at a time. These changes will allow you to better measure what’s really working.
- Invest in better technology. A manual QA process can be more time-consuming than helpful. Look for an automated QA tool that’s already integrated into your helpdesk. It will allow you to measure AI and agent responses equally, while also measuring results from a handy dashboard.
Ensure customer experience meets quality standards
By prioritizing QA, your team can identify potential problems early, reduce errors, and improve overall performance, leading to a smoother, more reliable experience for customers –– and your CX team.
In the long run, brands that focus on QA can gain a competitive edge, building stronger relationships with customers and driving sustainable growth. Book a demo now.
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Building Customer Loyalty Through Effective Post-Purchase Support and Automation in Ecommerce
Let's talk about something that often gets overlooked in ecommerce: what happens after someone hits that "Place Order" button. You might think the hard part's over once you've made the sale, but here's the thing the post-purchase experience can make or break your relationship with customers.
In today's competitive online marketplace, those relationships are everything — especially considering that loyal customers spend an average of 67% more per purchase than new customers.
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The importance of post-purchase support and automation in ecommerce
Providing an excellent post-purchase customer experience can turn one-time customers into loyal advocates who are more likely to make repeat purchases and recommend your brand to others.
It's all about the customer experience
When someone buys from your store, they're not just getting a product — they're starting a relationship with your brand.
A great post-purchase experience shows customers you actually care about their satisfaction beyond just making the sale. 90% of U.S. customers say that an immediate customer service response is "important" or "very important.”
When you nail this part, something magical happens: one-time shoppers transform into passionate advocates who not only come back for more but can't help telling others about their amazing experience with your brand.
Having accessible support and an efficient and easy returns process may make the difference between a happy customer and an unsatisfied one.
Building trust that lasts
Trust is everything in online shopping. When customers feel supported after making a purchase, they're much more likely to give you the benefit of the doubt if something goes wrong down the line.
It's like building a friendship: every positive interaction adds another layer of trust. And that trust translates directly into repeat business and glowing recommendations.
The post-purchase support experience makes a huge difference in building that trust. In fact, 96% of customers say excellent customer service builds trust.
Keeping your return rates down
Great post-purchase support can actually help reduce your return rates. By addressing concerns quickly and providing clear information upfront, you can prevent many returns before they happen.
This can save you money on shipping and restocking and create a smoother experience that keeps customers happy and your business healthy.
Making processes more efficient
Automation eliminates manual tasks, freeing up your team to focus on more strategic initiatives. By automating repetitive tasks, you can improve efficiency and productivity, allowing your team to focus on more value-added activities.
You can automate everything from customer support to returns and exchanges to your order tracking and more. Besides meeting customers' straightforward needs, automation allows you to focus your team's energy on solving bigger problems and strengthening customer relationships.
Accuracy, guaranteed
Automation helps ensure consistency across all your post-purchase processes.
When customers know they can count on a reliable experience every time they shop with you, it builds confidence in your brand.
Plus, fewer mistakes mean happier customers and less time spent fixing problems.
Creating better customer experiences
Speed matters in today's world, and automation helps you deliver faster, more personalized responses to customer needs.
Whether it's instant order updates or quick responses to questions, automation helps you meet and exceed customer expectations. The result? More satisfied customers who feel valued and understood.
How to automate the post-purchase experience for better loyalty
Here are some ways to automate the post-purchase experience:
Automate your returns and exchanges process
Streamline the returns process with automated return labels, tracking, and updates. Use ReturnGO to automate this process, saving time and reducing manual errors. With automated returns, you can provide a hassle-free experience for customers, encouraging them to return to your store in the future.
Automated returns can help to improve the customer experience by making the returns process easier and more convenient. 65% of customers say the speed and ease of refunds affect where they choose to shop.
By automating tasks such as generating return labels and tracking packages, you can reduce the time and effort required for customers to return items.
Think about it from their perspective — if returning an item is hassle-free, they'll feel more confident buying from you in the future. It's like having a safety net that makes customers more comfortable taking chances on new products.
Centralize customer support
In today's fast-paced world, customers expect quick and efficient support. Using a customer experience platform like Gorgias, you can manage all your customer support tickets in one place, making it easier to provide fast, accurate help when people need it.
By centralizing your post-purchase support, you can manage support tickets more efficiently, respond to customer inquiries quickly, and provide the most up-to-date information. This centralized approach can hugely improve response times.
Keep customers in the loop
Nobody likes being left in the dark about their order. Automated post-purchase notifications keep your customers informed every step of the way - from order confirmation to delivery and returns. Using tools like ReturnGO, you can send personalized updates that make customers feel looked after. This is essential for building customer loyalty.
Keeping customers informed about their orders can help reduce customer anxiety. When customers know what to expect, they’re less likely to worry about their purchase and are more likely to keep buying from you again and again.
Create an integrated workflow
To truly streamline your post-purchase customer service, if you connect your returns management system with your customer support system, you really bring all of the pieces of a puzzle together.
When these two systems are in sync, you can create a smooth workflow that makes things easier for both your team and your customers.
By automating tasks like creating support tickets and processing returns, you can save time and create a more reliable, efficient system that helps you serve customers better. No more jumping back and forth between systems to check on a return when a customer reaches out about it.
The ReturnGO-Gorgias integration makes this happen seamlessly, with features like:
- Automatic ticket generation: When a customer requests a return, a support ticket is automatically created on Gorgias, saving you time and preventing errors.
- Real-time updates: Return request information is automatically updated from ReturnGO to Gorgias, so your team always has the latest details right there.
- Centralized system: No more digging through multiple systems. This means your support agents always have access to the most up-to-date information and respond quickly and efficiently to customers.
- Smart widget: The ReturnGO-Gorgias integration includes a widget embedded in your Gorgias dashboard, for managing RMAs directly from within Gorgias. This widget enables your team to:
- View RMA information: See all the relevant details about a return, including the customer's information, the items being returned, and the reason for the return.
- Take actions on the RMA: Easily approve or reject a return request directly from Gorgias.
The ReturnGO-Gorgias integration makes it easy for your team to manage returns and communicate with customers without having to jump between systems to hunt for information.
The path to lasting customer loyalty
So, there you have it! In the world of online shopping, how you handle the after-purchase experience can be just as important as making the sale in the first place.
By automating your post-purchase process, you can create a seamless and satisfying customer experience.
Tools like ReturnGO and Gorgias can help you create the kind of experience that builds customer loyalty.
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How to Customize AI Agent with 7 Brand Voice Examples
TL;DR:
- AI Agent adapts to your brand's unique tone of voice. Choose from three default voice options (Friendly, Professional, and Sophisticated), or create countless types of tone with the Custom option.
- Aligning AI with your brand voice builds consistency. A consistent tone in customer interactions helps build trust and brand loyalty.
- Specify what AI Agent can and can’t say. Like your human agents, tell AI Agent your brand do’s and don’ts. From going all out with fun and emoji-filled replies to avoiding certain words, use custom instructions to make AI Agent sound distinctly on-brand.
People are only able to identify AI-generated content 46.9% of the time. That’s less than half the time!
In the ecommerce customer service industry, this is just one reason teams are getting more comfortable with using AI.
Better language processing abilities mean AI can be a better extension of CX teams, relieving agents of repetitive questions, like where is my order?, while speaking in a way that’s familiar and delightful to customers.
Upholding a strong brand voice should be one of your top priorities in CX. With Gorgias AI Agent, you can choose AI Agent’s exact tone of voice, from sophisticated to fun. Below, check out seven AI Agent brand voice examples from real customer conversations.
“We’ve had customers respond to the AI thinking they were speaking to a real person. That’s how elevated the response was from AI.”
—Emily McEnany, Senior CX Manager at Dr. Bronner’s
What is Tone of Voice?
Tone of Voice refers to how AI Agent communicates with your customers. In Gorgias, you can select from three pre-built tone options:
- Friendly
- Professional
- Sophisticated
Or, you can create a custom tone, keeping your brand guidelines, style guide, and target audience in mind.
Note: AI Agent and Tone of Voice are only available to Gorgias Automate subscribers.
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7 Tone of Voice Examples for AI Agent to Match Your Brand's Style
Explore how effectively AI Agent adapts to seven distinct tones in the examples below. First, we’ll show you what a preset AI Agent tone option sounds like, then we’ll move on to six examples using custom instructions.
Feel free to copy and paste our provided instructions to set up your AI Agent with the custom tone of your choice, or, even better, take some inspiration to create your own.
1. Friendly
A friendly AI Agent is the go-to for most CX teams. A Friendly tone of voice is outgoing and welcomes inquiries with enthusiasm. If you were to imagine the model support agent, they would speak like this.
The Friendly tone of voice is available by default in AI Agent’s settings.
How it looks in action
Here’s how an AI Agent with a Friendly tone of voice responds to a customer asking for samples and coupons:
2. Direct and brief
Now, we move away from AI Agent’s default Tone of Voice options and toward the vast possibilities of the Custom option.
If you prefer your AI Agent get to the point in as few words as possible, create a Custom tone of voice that breaks up text into separate lines, limits paragraphs to two to three sentences, and keeps responses short.
💡 Tip: Access a custom tone of voice by going to Automate > AI Agent > Settings > Tone of Voice > Custom. A text field will appear where you can write your instructions.
Tone of voice instructions:
Acknowledge the customer's feelings by briefly repeating their initial concern(s). Break text up, don’t send entire paragraphs, and keep responses short and easy to read. Keep interactions brief but filled with empathy. We are not long-winded. Keep an informative tone while remaining professional, clear, and easy for customers to follow. Insert links where needed. Don't use too many adjectives when expressing empathy. Never tell the customer to email support or contact our customer service team.
How it looks in action
Here’s how an AI Agent with a direct and brief tone of voice responds to a customer who wants to cancel their order:
3. Fun (with lots of emojis! 🤗)
Who says support agents can’t have personality? Bring some fun into your conversations by creating a custom tone of voice that allows your AI Agent to use emojis and exclamation points.
Tone of voice instructions:
Greet with first name only. Acknowledge the customer's feelings by repeating their initial concern(s). Be concise and provide shorter responses, try to keep your responses to a few sentences. Use a warm, positive, and engaging—like chatting with a helpful, considerate friend. Sign off with "Best Regards". Avoid jokes or comments related to sensitive topics. Make the customer feel like a friend. You can include approved emojis for a personal touch and exclamation points. Approved emojis to use: 💞🫶✨🥰💖🎀💓💘🥳💗💕💯 You should recognize and celebrate personal milestones mentioned by customers, making the interaction feel more personal. After the customer's initial message, there's no need to restate their issue in follow-up responses.
How it looks in action
Here’s how an AI Agent with a fun tone of voice responds to a customer asking about exchanging their damaged product:
4. Comforting
Customer support often gets a bad rep. Customers anticipate long response times and unpleasant interactions. Flip customer expectations by giving your AI Agent a calming and comforting voice that can instantly fix negative experiences.
💡 Tip: Brands in the wellness and baby industry would do well to use a comforting tone of voice for their AI Agent.
Tone of voice instructions:
Our brand embodies the role of a nurturing parent, promoting happiness, growth, and well-being while creating moments of joy and inspiration. Stay genuine and reflect childlike wonder without being overly sentimental. We maintain a positive and supportive tone, offering a safe, comforting space. Avoid admitting fault or apologizing. Be shorter in replies. Do not offer replacements. Do not give out phone numbers.
How it looks in action
Here’s how an AI Agent with a comforting tone of voice responds to a customer asking about exchanging their damaged product:
5. Bro-y
Give your AI Agent a laid-back, “we’ve got your back” vibe that feels like chatting with a buddy. This tone keeps things casual, approachable, and like you’re ready to tackle any issue together.
Tone of voice instructions:
Sound like a gym bro. Speak casually and friendly. Be eager to help. However, do not go overboard with puns or stereotypical phrases. You may use the following emojis: 🤙💪🏋️ End responses with "Stay awesome,"
How it looks in action
Here’s how an AI Agent with a bro-y tone of voice responds to a customer asking about glove sizing:
6. Punny
If your brand isn’t afraid to lean into humor and puns, this tone will definitely connect with your audience. Let your AI Agent use wit and clever wordplay to keep conversations lighthearted and customers smiling at their screens.
Tone of voice instructions:
Speak in bee and honey puns and use colorful emojis. Use at least one emoji per message. Keep your messages brief. Sign off with a different pun in every conversation. If a customer is upset or needs urgent help, avoid puns.
How it looks in action
Here’s how an AI Agent with a punny tone of voice responds to a customer asking about suit sizes:
7. Bonus: Robotic
In all of our examples, AI Agent responses can easily be mistaken for one of your human agents. But if, for any reason, you want to change that by making your AI Agent sound robotic — it’s possible.
Tone of voice instructions:
Sound like a robot. Make robot sounds and puns. Use short, direct, and easy-to-read sentences.
How it looks in action
Here’s how an AI Agent with a robotic tone of voice responds to a customer asking about exchanging their damaged product:
Say it how you want with AI Agent
Like a chameleon, AI Agent adapts to your brand voice. Whether it’s friendly, professional, or a custom tone, you can be sure that every interaction aligns with your brand’s identity.
With AI Agent on your side, you have the power to make each conversation feel authentic. Take it from Psycho Bunny’s Senior Customer Experience Manager Tosha Moyer who says, “The overall tone is good, and its responses are really excellent.”
Ready to see AI Agent’s excellence for yourself? Book a demo and discover how AI Agent can be a permanent part of your team.
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