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 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:

1. Purchase hesitation -> confidence to buy (pre-sales)
2. Concern → relief (post-purchase)
3. Disinterest -> re-engagement (loyalty)
4. 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:

1. How can I positively influence revenue?
2. 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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