Join us for Moments That Matter: Meet the Modern Helpdesk
September 10 at 12PM EST.
Save your seat
Search our articles
Search
What Happens When CX Agents Love Their Platform? Ask Glossier, Tommy John, and Brunt Workwear
See how CX teams at Glossier, Tommy John, and Brunt Workwear transformed agent happiness into better support, stronger loyalty, and real business results.
TL;DR:
- Happy agents lead to better CX outcomes. When agents genuinely enjoy using their platform, it boosts productivity, morale, and customer satisfaction.
- Gorgias makes agents’ lives easier. CX teams at Glossier, Tommy John, and Brunt Workwear unanimously preferred Gorgias over legacy systems.
- AI helps teams scale without losing the human touch. By handling basic inquiries, AI gives agents more time for high-impact conversations and personalized support
- Agent satisfaction drives business impact. Brands saw improved team efficiency, reduced operational friction, and revenue gains from more focused, empowered agents.
Everyone talks about how important it is for your ecommerce tools to drive business growth, boost productivity, and deliver a high return on investment. But the equally important (yet often overlooked) third layer is how a tool affects the people using it day-to-day.
The hidden costs of sticking to the CX status quo
The moment CX and ecommerce leaders start noticing slipping KPIs, frustrated agents, or rising support costs, they ask themselves a question, “Is it time to look for something new?” Sticking with the same tool might seem easier — no demos, evaluations, migrations, onboarding, or retraining involved.
But ignoring the shortcomings of your current CX platform can snowball into larger issues over time.
When CX agents don’t like the platform they’re working in daily, bigger problems arise:
- Agent productivity declines
- Morale and employee retention suffer
- Operational costs rise
- Customer experience takes a hit
- Poor data and reporting if agents aren’t using tags or ticket fields correctly
Beyond the thousands of dollars saved in operational costs or hours saved per ticket, Gorgias helps CX agents focus on what they do best — creating the best customer experience possible.
When a platform makes agents’ lives easier, they have more time to focus on the moments that matter, like proactively reaching out to VIPs, sending surprise birthday gifts, or empathetically handling nuanced tickets. Not to mention, they enjoy doing it.
At our annual customer conference, Gorgias Connect, we asked three CX leaders to share their experiences using Gorgias. Aside from the impressive FRTs and CX-generated revenue metrics, one theme stood out — they all mentioned how much their agents enjoyed using Gorgias.
Glossier’s agents have more time to be expert product consultants
Emily Weiss first launched a beauty blog and community, Into the Gloss, in 2010 as a space dedicated to sharing real information, advice, and tips with real people.
This laid the groundwork for Glossier, launching in 2014 with a fresh “skin first, makeup second” philosophy. Amidst the “full glam” era of makeup defined by smoky eyes and bold lips, Glossier’s skincare-oriented approach disrupted the norm.
From the beginning, Glossier has attracted a strong community thanks to its products designed based on community feedback and its social media presence. Today, more than a decade later, the brand has evolved, but its core principles have stayed the same.
As a customer-obsessed beauty brand, it’s no surprise that Glossier takes a thoughtful approach to customer experience.
We sat down with Cati Brunell-Brutman, Head of CX at Glossier, to dive into how the team uses Gorgias to make their lives easier while creating better relationships with customers.
Glossier’s proactive approach to customer experience
How do you approach customer experience at Glossier?
I always like saying customer experience vs. customer service because I think customer service feels like we’re just solving problems in a transactional way. Customer experience is proactive and involves looking at the entire customer journey.
Our team interacts with customers from the moment they first land on the website to when they become repeat users of a product, and eventually, when they become subscribers. There are many opportunities along the way for our team to connect with people, engage in conversations, and make complementary product recommendations.
This was what our founder really wanted this team to be—beauty editors. Everyone on the CX team is an editor (or a product expert), making curated recommendations. My vision for our CX team is to give them more time to lean into that.
Simplifying workflows with AI to empower agents
What are you doing differently now to make sure that your team and your business are more resilient?
My motto for the year is simplify and automate. I don't want anyone on my team to spend their whole day in a Google spreadsheet. So I’m asking questions like, ‘What can I automate? How can I connect tools?’
I really look to my team, especially the newer members, for this, and encourage them to ask, 'Why do we do this?' Because if the answer is because we've always done it that way, that's not a good enough answer for me.
I’m focusing on finding those moments to simplify things so that the team can concentrate on impactful work, such as creating connections and engaging with people. That’s what I really want my team to focus on because it’s what brings value to their work, our customers, and the brand.
How did your team react when you switched to Gorgias from your previous platform?
We actually had our agents weigh in on this. We showed them demos of all the platforms we were considering and had them attend the meetings to speak with the teams.
Then, we ran a poll in Slack and asked the team, ‘If you were making this decision, what platform would you choose?’ All of the agents unanimously voted for Gorgias. So, we’re definitely fans.
How has implementing AI into your CX strategy affected the team?
Throughout the industry, I think people are concerned that there’s going to be a transition to a state where CX is 100% AI, everybody is going to lose their jobs, and customers won’t be able to talk to a person.
But as we've implemented AI at Glossier, we’ve maintained the same team size as when we first started. We just have so much more automation of things like with WISMO tickets, returns, exchanges, and basic tickets that we don’t need a human to answer with macros for six hours straight.
Deeper human-to-human connections powered by better tools
With the additional capacity, what can your team now focus on?
The team is actually able to do more work because they're not dealing with an antiquated technical system, which makes their jobs easier and also saves us money in the long run.
Now, our agents can perform tasks that actually require a human. AI can send out tracking links, and people can do the people work.
We receive a lot of questions about our products, like how to use them or specific recommendations. And that's when we want a person to sit down, look at the customer’s selfie, and do a shade match. Then our editors can ask follow-up questions about what the shopper is looking for and why.
What makes your agents unique, and how does Gorgias help support them?
One of the things that I really love about Glossier is that our editors — our agents — are people, and we have customers who know them by name.
It’s really unique, and they’re almost like internet celebrities within our community. I'll go to our Reddit page and see customers posting screenshots of their conversations with our agents, and other customers will reply saying ‘Oh my gosh, yes!’ or ‘They helped me too!’
Customers will DM us things like ‘This editor recommended a lipstick for me. It was great, I love it. Can that person recommend a blush for me as well?’
Being able to aggregate all those conversations across social media DMs, emails, and chats in one place is invaluable.
Where would your team be without Gorgias?
Having a really bad time in Gmail.
Tommy John found that Gorgias was the perfect fit for its CX team
In 2008, Tom Patterson was a medical salesperson frustrated with ill-fitting undershirts. This problem he faced every day was the catalyst for him to found Tommy John, a dual-gender underwear, loungewear, and apparel company.
Tommy John launched with its flagship product, the Stay-Tucked Undershirt, to solve Tom’s initial struggle that he knew other customers were also facing. Fast-forward a few years, and Tommy John expanded into more categories with innovative underwear product lines
Customer comfort has always been the main priority for Tommy John, embedded in everything from product design to its Best Pair Guarantee. The CX team is responsible for maintaining a customer experience that is just as smooth and seamless as the products they're buying.
Max Wallace, CX Director at Tommy John, shared his experience migrating from a legacy platform to Gorgias and how it impacted his team.
The search for a platform that supported both customers and agents
What motivated you to find a new platform?
We knew we had to seriously explore other options when we were assigned yet another Customer Success Manager on our former platform after having gone through several in a short span. It felt like we were starting from scratch every time, which made it challenging to elevate our CX alongside such a critical partner.
We wanted to do right by our customers and our agents, ensuring they had the reporting and tools they needed, plus more. Gorgias really offered all of those things.
What was most important to you and your team when evaluating helpdesks?
We didn’t want anything that was reinventing the wheel. One platform we looked at wasn’t doing the agents justice by only allowing them to view their own tickets.
We really wanted our agents to have a holistic understanding of the volume we’re receiving, which Gorgias provides. Now they have this fleshed-out understanding of every customer interaction, and that’s been a game-changer. They’ve been loving it.
Gorgias gave agents the tools they needed to thrive
How has Gorgias impacted agent productivity and impact?
We have definitely seen greater speed and productivity. Even something as simple as macro suggestions has helped steer new agents in the right direction. That’s going to be huge during peak seasons, like BFCM.
And the fact that agents can move seamlessly between conversations without losing context means they’re handling more interactions, faster, with less frustration. They feel confident in their workflows, rather than being bogged down in repetitive tasks.
Within two months, using Gorgias’s AI Agent has enabled agents to minimize time-consuming manual tasks and spend more time with high-intent customers, generating over $100,000 in sales.
I’m confident Gorgias will help us achieve our goal of making selling and CX much more integrated. We do want to reward our team for their efforts in driving sales, and we can track conversion rates per agent in Gorgias.
Why was voice integration such a priority for your team?
Before, our agents didn’t have visibility into previous phone calls that other agents had taken. I can't tell you how many times there has been confusion regarding what's going on with the customer because our agents did not have visibility into the customer’s history. We’d have to pull the call recording, pass it along, and by then, the customer would have already been waiting.
So it was essential for us to find a helpdesk that we could use voice with. Now with Gorgias Voice, agents can look back in the timeline, listen to the call, or even read a transcript or AI-generated summary. That’s just been amazing, and they’re loving that.
Tying revenue back to call tickets, where most of our upselling and cross-selling happens, has been another huge win.
Tommy John’s agents unanimously prefer Gorgias
How did agents react after the switch?
The number one thing that validates that we made the right decision is that our agents truly love Gorgias.
Two weeks after going live, we asked, ‘Do you feel you will be more efficient working in Gorgias than our previous platform?’ And it was unanimous — Gorgias, completely. And this was just two weeks in, with everyone still getting their feet wet.
We sent out a survey, and seeing every single person answer in favor of Gorgias told me everything I needed to know about how quickly the team was adapting and how much they preferred the platform.
What has been the CX team’s feedback after using Gorgias for a while?
Gorgias has really paid off for our agents in terms of their efficiency. Being able to transition seamlessly from a phone call to a follow-up email with just one click is amazing. And having all of that in the timeline — phone calls, emails, chats — that can’t be beat.
Brunt Workwear’s team stays engaged by helping more customers each day
Eric Girouard founded Brunt Workwear in 2019 to fill a gap in the market for comfortable, high-quality workwear for skilled tradespeople. He came from blue-collar roots himself, and many of his friends and family also work in the trades.
Eric started the company in his garage, focusing on direct-to-consumer sales. Brunt Workwear aims to create products that aren’t just for tradespeople, but are actually built by them.
The workwear brand incorporates a significant amount of customer feedback into the design process to create products that actually make their lives easier. Brunt Workwear’s commitment to its customers is even more evident in its product naming convention — each product is named after a specific tradesworker.
When we spoke with Ruth Trieger, Director of Customer Experience, she shared how the CX team achieves its goal of making solutions as easy as possible for their busy customers — and why agent satisfaction can’t be overlooked.
How Brunt Workwear makes every customer feel at home
How do you think about the state of CX today?
The best retail or CX advice I’ve ever received is to think of everyone who walks into your store or visits your website as someone entering your home. For every visitor, you will do some basic things, such as taking their coat or offering them something to eat or drink. But if you truly want to make someone feel welcome, you’re going to meet them in a way that aligns with their preferences and makes them feel like they’re a part of something.
When you make someone feel welcome, they build an emotional connection with a brand that far transcends any product. That’s a powerful thing.
As I consider customer experience and the growth of AI, I realize there is a constant need to deliver fantastic experiences while using the right amount of resources. If you can do that while still creating a memorable experience, you have a customer for life.
Making life easier for customers and agents with an intuitive platform
What is your goal when designing experiences for Brunt Workwear’s customers?
Our customer is very busy and very hardworking. They have very little spare time. So if or when something goes wrong, I encourage my team to think, ‘How can we make the solution as easy as possible?’ That’s our goal — to put ourselves in their shoes and reduce friction wherever we can.
AI can handle repetitive questions, allowing our agents to jump in quickly when nuance or empathy is needed most. What matters is making sure we are there for customers in the moments that really count.
How does Gorgias help your team achieve these goals compared to previous platforms you’ve worked with?
I come from a customer service training background, and I am used to teams needing weeks to train someone on a platform. With Gorgias, I was able to navigate the system myself in very little time.
As a young but fast-growing brand, we have to be very nimble and change things quickly. Gorgias enables us to do that with a level of ease I've never experienced in my career, so we’re really grateful for the platform.
I love that our agents can interface with the platform in a way that is very easy, which is good for them. From a productivity and metrics standpoint, if they’re moving easily through a platform, I also know that means they’re able to accomplish more touchpoints with our customers — more phone conversations, more emails, more chats. And that means we are helping more people.
How does improved agent satisfaction tie back to business results?
At the end of the day, if you don’t have a happy, high-functioning team, you have literally nothing in all the world. We have a talented team, and the more customers they interact with, the more likely those people are to stay with the brand. So we see an increase in customer lifetime value when our agents can spend more time with our customers.
Gorgias helps agents move from mountains of tickets to meaningful connections
What additional opportunities does AI open up for your team?
AI is not replacing the human touch; it’s giving us more room to lean into it. It reduces friction so that CX agents can take on higher-value work like running close-the-loop programs, proactively reaching out on the phone, and answering faster.
If a customer is asking, ‘Where is my order?’, I don’t need to take up an agent’s time with that because AI can get them a simple, fast answer. Then, when another customer needs somebody’s time, they’re there because that person isn’t answering a mountain of tickets.
That’s the exciting part, AI handles the repetitive stuff, and our agents get to focus on making real connections.
How has Gorgias enabled you to communicate the value of CX to the broader business internally?
The reporting in Gorgias has allowed us to become a true strategic partner in the business. CX sees everything: what’s working, what’s not, and what customers are asking about. For every new product launch, every campaign, and every change, my team is on the front lines. With Gorgias’s reporting, we can bring that insight back to the rest of the organization and help shape smarter decisions.
What’s been cool is that we’re now part of the feedback loop in a much more meaningful way. Without Gorgias, we would not be able to add the same level of value as a strategic partner. That’s where I see our role continuing to shift — becoming more proactive, faster at serving customers, and a critical business function.
At the end of the day, CX knows what’s working, what isn’t, and how customers are feeling. The more we vocalize that, the better off the entire company is.
Choose a CX platform that your CX team actually wants to use
Happy, empowered agents deliver the kind of experiences that keep customers loyal and businesses growing.
Glossier, Tommy John, and Brunt Workwear show what’s possible when teams have a platform designed for them. More efficiency, more impact, and more human connections. Because when agents love their platform, everyone wins.
How to Prep for Peak Season: BFCM Automation Checklist
TL;DR:
- Start by cleaning up your Help Center. Update your articles based on last year’s data, using plain language and clear policy details to boost self-service.
- Use automations to streamline ticket routing and support efficiency. Set rules for tagging, escalation, and inbox views, so your team can respond faster.
- Prep your macros, AI, and staffing plan in advance. Build responses for top FAQs, train AI on the right sources, and forecast agent needs to avoid burnout.
- Automate logistics, upselling, and QA to stay ahead. From showing shipping timelines to flagging low-quality responses, automation ensures smooth operations and more revenue during peak season.
Getting ready for that yearly ticket surge isn’t only about activating every automation feature on your helpdesk, it’s about increasing efficiency across your entire support operations.
This year, we’re giving you one less thing to worry about with our 2025 BFCM automation guide. Whether your team needs a tidier Help Center or better ticket routing rules, we’ve got a checklist for every area of the customer experience brought to you by top industry players, including ShipBob, Loop Returns, TalentPop, and more.
{{lead-magnet-1}}
2025 BFCM automation checklist
- Tidy up your Help Center
- Audit your docs
- Review last year’s BFCM data to find your must-have articles
- Update your policy details
- Edit content using easy-to-understand language
- Expedite your ticket routing automations
- Set up automated ticket tags
- Create an inbox view for each category
- Set escalation rules for urgent tickets
- Set up mandatory Ticket Fields
- Prep your macros and AI agent
- Write macros for your top FAQs
- Train your AI on the right sources
- Define the limits of what AI should handle
- Forecast your BFCM staffing needs
- Use ticket volume to estimate the number of agents
- Plan extra coverage with automation or outsourcing
- Run agent training sessions on BFCM protocols
- Map out your logistics processes
- Negotiate better rates and processing efficiencies
- Automate inventory reorder points
- Build contingency plans for disruptions
- Show shipping timelines on product pages
- Maximize profits with upselling automations
- Guide shoppers with smart recommendations
- Suggest alternatives when items are out of stock
- Engage hesitant shoppers with winback discounts
- Keep support quality high with QA automations
- Automate ticket reviews with AI-powered QA
- Track both agent and AI responses
- Turn QA insights into coaching opportunities
Tidy up your Help Center
Your customer knowledge base, FAQs, or Help Center is a valuable hub of answers for customers’ most asked questions. For those who prefer to self-serve, it’s one of the first resources they visit. To ensure customers get accurate answers, do the following:
- Audit your docs
- Review last year’s BFCM data to find your must-have articles
- Update your policy details
- Edit content using easy-to-understand language
1. Audit your docs
Take stock of what’s currently in your database. Are you still displaying low-engagement or unhelpful articles? Are articles about discontinued products still up? Start by removing outdated content first, and then decide which articles to keep from there.
Related: How to refresh your Help Center: A step-by-step guide
2. Review last year’s BFCM data to find your must-have articles
Are you missing key topics, or don’t have a database yet? Look at last year’s tickets. What were customers’ top concerns? Were customers always asking about returns? Was there an uptick in free shipping questions? If an inquiry repeats itself, it’s a sign to add it to your Help Center.
3. Update your policy details
An influx of customers means more people using your shipping, returns, exchanges, and discount policies. Make sure these have accurate information about eligibility, conditions, and grace periods, so your customers have one reliable source of truth.
Personalization tip: Loop Returns advises adjusting your return policy for different return reasons. With Loop’s Workflows, you can automatically determine which customers and which return reasons should get which return policies.
Read more: Store policies by industry, explained: What to include for every vertical
4. Edit content using easy-to-understand language
Customers want fast answers, so ensure your docs are easy to read and understand. Titles and answers should be clear. Avoid technical jargon and stick to simple sentences that express one idea. To accelerate the process, use AI tools like Grammarly and ChatGPT.
No time to set up a Help Center? Gorgias automatically generates Help Center articles for you based on what people are asking in your inbox.
Expedite your ticket routing automations
Think of ticket routing like running a city. Cars are your tickets (and customers), roads are your inboxes, and traffic lights are your automations and rules. The better you maintain these structures, the better they can run on their own without needing constant repairs from your CX team.
Here’s your ticket routing automation checklist:
- Tag every ticket
- Create views for each category you need (VIP, Returns, Troubleshooting, etc.)
- Set escalation rules for urgent tickets
- Set up mandatory Ticket Fields
1. Set up automated ticket tags
Instead of asking agents to tag every ticket, set rules that apply tags based on keywords, order details, or message type. A good starting point is to tag tickets by order status, returns, refunds, VIP customers, and urgent issues so your team can prioritize quickly.
Luckily, many helpdesks offer AI-powered tags or contact reasons to reduce manual work. For example, Gorgias automatically detects a ticket’s Contact Reason. The system learns from past interactions, tagging your tickets with more accuracy each time.
2. Create an inbox view for each category
Custom or filtered inbox views give your agents a filtered and focused workspace. Start with essential views like VIP customers, returns, and damages, then add specialized views that match how your team works.
If you’re using conversational AI to answer tickets, views become even more powerful. For example, you might track low CSAT tickets to catch where AI responses fall short or high handover rates to identify AI knowledge gaps. The goal is to reduce clutter so agents can focus on delivering support.
3. Set escalation rules for urgent tickets
Don’t get bogged down in minor issues while urgent tickets sit unanswered. Escalation rules make sure urgent cases are pushed to the top of your inbox, so they don’t risk revenue or lead to unhappy customers.
Tickets to escalate to agents or specialized queues:
- Lost packages
- Damaged items
- Defective items
- Failed payments
- Open tickets without a follow-up
4. Set up mandatory Ticket Fields to get data right off the bat
Ticket Fields add structure by requiring your team to capture key data before closing a ticket. For BFCM, make fields like Contact Reason, Resolution, and Return Reason mandatory so you always know why customers reached out and how the issue was resolved.
For CX leads, Ticket Fields removes guesswork. Instead of sifting through tickets one by one, you’ll have clean data to spot trends, report on sales drivers, and train your team.
Pro Tip: Use conditional fields to dig deeper without overwhelming agents. For example, if the contact reason is “Return,” automatically prompt the agent to log the return reason or product defect.
Prep your macros and AI agent
Macros and AI Agent are your frontline during BFCM. When prepped properly, they can clear hundreds of repetitive tickets. The key is to ensure that answers are accurate, up-to-date, and aligned with what you want AI to handle.
- Write macros for your most common FAQs
- Train your AI on the right sources
- Define the limits of what AI should handle
1. Write macros for your top FAQs
Customers will flood your inbox with the same questions: “Where’s my order?” “When will my discount apply?” “What’s your return policy?” Write macros that give short, direct answers up front, include links for details, and use placeholders for personalization.
Bad macro:
- “You can track your order with the tracking link. It should update soon.”
Good macro:
- “Hi {{customer_firstname}}, you can track your order here: {{tracking_link}}. Tracking updates may take up to 24 hours to appear. Here’s our shipping policy: [Help Center link].”
Pro Tip: Customers expect deep discounts this time of year. BPO agency C(x)atalyze recommends automating responses to these inquiries with Gorgias Rules. Include words such as “discount” AND “BFCM”, “holiday”, “Thanksgiving”, “Black Friday”, “Christmas”, etc.
2. Train your AI on the right sources
AI is only as good as the information you feed it. Before BFCM, make sure it’s pulling from:
- Your Help Center with updated FAQs and policies
- Internal docs on return windows, promos, and shipping cutoffs
- Product catalogs with the latest details and stock info
- BFCM-specific resources like discount terms or extended support hours
Double-check a few responses in Test Mode to confirm the AI is pulling the right information.
3. Define the limits of what AI should handle
Edge cases and urgent questions need a human touch, not an automated reply. Keep AI focused on quick requests like order status, shipping timelines, or promo eligibility. Complex issues, like defective products, VIP complaints, and returns, can directly go to your agents.
Pro Tip: In Gorgias AI Agent settings, you can customize how handovers happen on Chat during business hours and after hours.
Forecast your BFCM staffing needs
Too few agents and you prolong wait times and miss sales. Too many and you’ll leave your team burned out. Capacity planning helps you find the balance to handle the BFCM surge.
1. Use ticket volume to estimate the number of agents
Use your ticket-to-order ratio from last year as a baseline, then apply it to this year’s forecast. Compare that number against what your team can realistically handle per shift to see if your current staffing plan holds up.
Read more: How to forecast customer service hiring needs ahead of BFCM
2. Plan extra coverage with automation or outsourcing
You still have options if you don’t have enough agents helping you out. Customer service agency TalentPop recommends starting by identifying where coverage will fall short, whether that’s evenings, weekends, or specific channels. Then decide whether to increase automation and AI use or bring in temporary assistance.
3. Run agent training sessions on BFCM protocols
Before the holiday season, run refreshers on new products, promos, and policy changes so no one hesitates when the tickets roll in. Pair training with cheat sheets or an internal knowledge base, giving your team quick access to the answers they’ll need most often.
Map out your logistics processes
Expect late shipments, low inventory, and more returns than usual during peak season. With the proper logistics automations, you can stay ahead of these issues while reducing pressure on your team.
ShipBob and Loop recommend the following steps:
- Negotiate better rates and processing efficiencies
- Automate your reverse logistics
- Connect your store, 3PL, and WMS
- Automate inventory reorder points
- Show shipping timelines on product pages
1. Negotiate better rates and processing efficiencies
Shipping costs add up fast during peak season. Work with your 3PL or partners like Loop Returns to take advantage of negotiated carrier rates and rate shopping tools that automatically select the most cost-effective option for each order.
2. Automate inventory reorder points
To maintain a steady supply of products, set automatic reorder points at the SKU level so reorders are triggered once inventory dips below a threshold. More lead time means fewer ‘out of stock’ surprises for your customers.
3. Build contingency plans for disruptions
Bad weather, delays, or unexpected demand can disrupt shipping timelines. Create a playbook in advance so your team knows exactly how to respond when things go sideways. At minimum, your plan should cover:
- Weather disruptions - Do you have a backup plan if carriers can’t pick up shipments due to storms or severe conditions?
- Carrier overloads - Which alternative carriers or routes can you switch to if primary partners are at capacity?
- Inventory shortages - How will you handle overselling, low stock alerts, or warehouse imbalances?
- Demand drop-offs - How will you reallocate inventory if BFCM sales don’t match forecasts?
4. Show shipping timelines on product pages
Customers want to know when their order will arrive before they hit checkout. Add estimated delivery dates and 2-day shipping badges directly on product pages. These cues help shoppers make confident decisions and reduce pre-purchase questions about shipping times.
Pro Tip: To keep those timelines accurate, build carrier cutoff dates into your Black Friday logistics workflows with your 3PL or fulfillment team. This allows you to avoid promising delivery windows your carriers can’t meet during peak season.
Maximize profits with upselling automations
You’ve handled the basics, from ticket routing to staffing and logistics. Now it’s time to go beyond survival. Upselling automations create an end-to-end experience that enhances the customer journey, shows them products they’ll love, and makes it easy to buy more with confidence. To put them to work:
- Guide shoppers with smart recommendations
- Suggest alternatives when items are out of stock
- Engage hesitant shoppers with winback discounts
1. Guide shoppers with smart recommendations
BFCM puts pressure on customers to find the right deal fast, but many don’t know what they’re looking for. Make it easier for them with macros that point shoppers to bestsellers or curated bundles. For a more advanced option, conversational AI like Gorgias Shopping Assistant can guide browsers on their own, even when your agents are offline.
2. Suggest alternatives when items are out of stock
No need to damage your conversion rate just because customers missed the items they wanted. Automations can recommend similar or complementary products, keeping customers engaged rather than leaving them empty-handed.
If an item is sold out, set up automations to:
- Suggest similar items like another size, color, or variation of the same product.
- Highlight premium upgrades such as a newer model or higher-value version that’s in stock.
- Cross-sell and offer bundles to keep the order valuable even without the original item.
- Notify customers about restocks by letting shoppers sign up for back-in-stock alerts.
3. Engage hesitant customers with winback discounts
Automations can detect hesitation through signals like abandoned carts, long checkout times, or even customer messages that mention keywords such as “too expensive” or “I’ll think about it.” In these cases, trigger a small discount to encourage the purchase.
You can take this a step further with conversational AI like Gorgias Shopping Assistant, which detects intent in real time. If a shopper seems uncertain, it can proactively offer a discount code based on the level of their buying intent.
Keep support quality high with QA automations
During BFCM, speed alone is not enough. Customers expect accurate, helpful, and on-brand responses, even when volume is at its highest. QA automations help you prioritize quality by reviewing every interaction automatically and flagging where standards are slipping. To make QA part of your automation prep:
- Automate ticket reviews with AI-powered QA
- Track both agent and AI responses
- Turn QA insights into coaching opportunities
1. Automate ticket reviews with AI-powered QA
Manual QA can only spot-check a small sample of tickets, which means most interactions go unreviewed. AI QA reviews every ticket automatically and delivers feedback instantly. This ensures consistent quality, even when your team is flooded with requests.
Compared to manual QA, AI QA offers:
- Full coverage: Every ticket is reviewed, not just a sample.
- Instant feedback: Agents get insights right after closing tickets.
- Consistency: Reviews are unbiased and use the same criteria across all interactions.
- Scalability: Works at any ticket volume without slowing down your team.
2. Track both agent and AI responses
Customers should get the same level of quality no matter who replies. AI QA evaluates both human and AI conversations using the same criteria. This creates a fair standard and gives you confidence that every interaction meets your brand’s bar for quality.
3. Turn QA insights into coaching opportunities
QA automation is not just about grading tickets. It highlights recurring issues, unclear workflows, or policy confusion. Use these insights to guide targeted coaching sessions and refine AI guidance so both humans and AI deliver better results.
Pro Tip: Pilot your AI QA tool with a small group of agents before peak season. This lets you validate feedback quality and scale with confidence when BFCM volume hits.
Give your ecommerce strategy a boost this holiday shopping season
The name of the game this Black Friday-Cyber Monday isn’t just to get a ton of online sales, it’s to set up your site for a successful holiday shopping season.
If you want to move the meter, focus on setting up strong BFCM automation flows now.
Gorgias is designed with ecommerce merchants in mind. Find out how Gorgias’s time-saving CX platform can help you create BFCM success. Book a demo today.
{{lead-magnet-2}}
Newsletter Signup
The best in CX and ecommerce, right to your inbox
Featured articles
13 Best Live Chat Apps for Shopify in 2025
We reviewed 13 Shopify live chat apps to help you offer faster support. Get the pros and cons, plus a quick look at features like AI and agent handoffs.
TL;DR:
- The best Shopify live chat apps combine AI automation with human support so you can instantly handle common questions and escalate complex issues to a real person.
- Try out apps with free trials before you commit, like Gorgias (7-day trial), Tawk.to (free), and MooseDesk (free plan).
- Look for key features like automation, helpdesk integration, and chat-to-human handoff to ensure your live chat can scale with your support and sales goals.
- Roll out chat gradually instead of enabling it everywhere at once. Start with high-intent pages, add automation, and route questions to the right team to keep things manageable.
Thanks to conversational AI, live chat has become a larger shift toward always-on support for Shopify stores. It improves customer experience, helps drive sales, and boosts retention—all while giving shoppers a faster, more personal way to connect with your brand.
In fact, 82% of online shoppers say they’d talk to a chatbot if it meant avoiding a wait. The challenge? Choosing the right live chat app. With over 1,000 options in the Shopify App Store, the search can feel overwhelming.
That’s why we’ve rounded up the 13 best Shopify live chat apps to help you narrow it down.
(Not on Shopify? Explore our best live chat apps for ecommerce or best live chat apps overall instead.)
{{lead-magnet-1}}
Live chat vs. conversational AI—what’s the difference?
Live chat is a way for shoppers to get real-time support from a human agent. The best live chat apps also use automation to handle FAQs, route conversations, or collect details before handing things off to your team.
Conversational AI, on the other hand, goes a step further. Instead of assisting your agents, AI chatbots can carry out entire conversations on their own. They answer questions, recommend products, and resolve issues without human involvement.
Today’s top Shopify live chat tools bring these two worlds together. You get the flexibility of human-led support when it matters most, plus AI agents that scale your availability and keep response times low.
Best live chat apps for Shopify in 2025
- Gorgias
- Zendesk
- tawk.to Live Chat
- O: WhatsApp Chat, Contact Form
- Chatra Live Chat
- Re:amaze Live Chat
- Tidio
- LiveChat
- Shopify Inbox
- Formilla Live Chat
- eDesk Live Chat
- Jotform AI Chatbot & Live Chat
- Moose: AI Chatbot & Live Chat
1. Gorgias
Gorgias is the best customer experience platform for ecommerce merchants. It provides you with all the features you need to create an incredible customer support experience, improve team performance, and increase sales.
One of Gorgias’s most noticeable features is its tight integration with ecommerce platforms, including Shopify, Magento, and BigCommerce. Hence, Gorgias can pull relevant data like order tracking numbers, last order details, loyalty points, etc., from your Shopify dashboard right to your helpdesk.
Another exciting feature of Gorgias chat is Shopping Assistant, a conversational AI tool that helps support teams increase sales on their website. Using your Shopify catalog, AI can recommend, upsell, and offer tailored discounts at scale so every chat conversation is maximized.
Standout features:
- Compatible with Shopify and Shopify Plus brands
- Affordable pricing plans
- Offers a conversational AI tool that supports and sells
- Fantastic customer support team
Why it may not be for you:
- No free plan
Pricing: Basic plans start at $10/mo. A 7-day free trial is available.
2. Zendesk
Developed by Zendesk, Zendesk Chat is a live chat app for Shopify stores. It allows you to communicate with customers over your Shopify storefront, mobile apps, and popular messaging apps like Facebook Messenger, Twitter, and Line.
If you’re a Zendesk customer using the Team plan or above, you can use Zendesk Chat for free.
Standout features:
- It’s a good choice if you're using Zendesk Support Suite
- Supports all essential features of a typical live chat app
- Gather customer feedback via chat ratings
- Share files like screenshots, product guides, or GIFs with customers
Why it may not be for you:
- Non-user-friendly interface and steep learning curve for beginners
- Expensive pricing plans for Shopify store owners
- A lot of technical errors when installing and using the app
- Bad customer support team
- Not suitable for ecommerce businesses
Pricing: Starting from $49 per agent per month. A 14-day free trial is available.
3. tawk.to Live Chat
Tawk.to Live Chat is an agent-centric chat application for Shopify stores. The best thing about this app is it’s 100% free—there’s no limit to the number of agents, chat volumes, or sites you can add widgets to.
Standout features:
- Supports 27 languages
- Easy to set up, free forever, and secure
- Available on PC, macOS, iOS, and Android
Why it may not be for you:
- Many features are not user-friendly
- Need to pay a small fee to remove the “Powered by Tawk.to” branding
- The customer support team isn’t always responsive
Pricing: Free
4. O: WhatsApp Chat, Contact Form
O: WhatsApp Chat, Contact Form makes it easy for shoppers to reach you through the channels they already use, like WhatsApp, Facebook Messenger, Telegram, and Instagram. Instead of building out a complex live chat system, it focuses on providing a simple, customizable widget that connects directly to your preferred messaging platforms.
Standout features:
- Integrates with 20+ messaging channels
- Customizable chat button and widget design
- Contact form option for capturing customer details when agents aren’t available
- Targeting rules to show/hide the widget on specific pages or devices
Why it may not be for you:
- Doesn’t offer advanced automation or AI-powered chat
- Lacks ticket management and deep helpdesk integrations
Pricing:
- Free plan available. Paid plans start at $2.99/month
5. Chatra Live Chat
Chatra Live Chat claims to help you “sell more, answer questions, and alleviate concerns to help visitors place an order.” It also allows you to view a shopper's cart contents in real-time to identify the most valuable customers and provide tailored assistance.
Standout features:
- Support a free forever plan
- Provide useful live chat features like typo correction and group chats
Why it may not be for you:
- Most advanced features aren’t available in the free plan
- Lack of customization options
Pricing: Starting from $31 per month. A free plan is available.
6. Re:amaze Live Chat
Re:amaze is a helpdesk, live chat, ticketing, chatbot, and FAQ for small, medium, and enterprise businesses. It allows you to handle support tickets across channels, including emails, live chat, Facebook pages, Messenger, Twitter, Instagram, SMS, VOIP, and WhatsApp.
Reamaze Live Chat aims to help you support customers faster by chatting with them in real-time. It offers many features that are similar to Gorgias’ and other live chat apps.
Standout features:
- Multi-store support
- Can send products to customers in chat
- Flexible pricing, no contract
Why it may not be for you:
- User interface is a bit outdated and not user-friendly
- Macros and rules need improvement
Pricing: Starting from $29 per month. A 14-day free trial is available.
7. Tidio
With approximately 900 reviews, Tidio Live Chat is currently the highest-rated live chat app on the Shopify App Store. Tidio merges live chat, bots, and marketing automation to provide you with a comprehensive live chat app.
Standout features:
- Rich widget customization options
- Many automation and bot templates
- Multiple languages supported
Why it may not be for you:
- Shallow integration with Shopify and other ecommerce platforms
- Pricing plans are a bit high for Shopify merchants
Pricing: Starting from $29 a month. A free plan is available.
8. LiveChat
LiveChat is a messaging app that offers many unique features for its live chat service. It can integrate with most customer relationship management (CRM) tools like Zendesk and ecommerce platforms like Shopify.
Standout features:
- Chat window loads instantly and is easy to use
- Clean and well-designed user interface
Why it may not be for you:
- Not optimized for Shopify since LiveChat is also a CRM
Pricing: Starting from $16 per month. A 14-day free trial is available.
9. Shopify Inbox
Shopify Inbox is Shopify’s native live chat function that allows you to have real-time conversations with customers visiting your Shopify store. It’s an extension to the messaging capabilities already available within Shopify Ping.
Note that all your chats are managed in Shopify Ping. Shopify also asks your customers to provide a phone number or email address in order to start a chat with you. Their information will be added to your Customer list in Shopify or matched to an existing customer.
Standout features:
- Clean and intuitive interface
- Free forever
Why it may not be for you:
- A bit complicated for beginners to install the app
- To use Shopify Chat, you must use Shopify Ping on your desktop (shopifyping.com) or install it on an iOS, iPad, or Android device to receive and respond to messages.
Pricing: Free
10. Formilla Live Chat
Formilla Live Chat offers free live chat and premium services for your Shopify store. You can use this app to chat with your visitors live if they have any questions or need support from your store.
Standout features:
- Easy and simple to use
- Connects with customers quickly
Why it may not be for you:
- Many features locked behind higher plans
- Lack of rules and automation
Pricing: Starting from $17.49 per month. A 15-day free trial is available.
11. eDesk Live Chat
eDesk is a comprehensive customer helpdesk designed for ecommerce. It helps you create a positive experience for customers across your marketing channels: email, live chat, social media, and online store.
Standout features:
- Clean and intuitive user interface
- Good customer service team
Why it may not be for you:
- Pricing plans are steep for Shopify merchants
- Not optimized for ecommerce
- Lack of essential live chat features
Pricing: Starting from $49 per month. A 14-day free trial is available.
12. Jotform AI Chatbot & Live Chat
Jotform AI Chatbot & Live Chat lets you provide 24/7 support with an AI-powered chatbot that integrates directly into your Shopify store. The app automatically trains on your store’s data to answer FAQs, track orders, and even recommend products, while still allowing live chat when a human touch is needed.
Standout features:
- AI trained on your store’s data
- Multi-language support (English, German, French, Spanish, and more)
- Integrations with WhatsApp, Messenger, Slack, and Google Drive
Why it may not be for you:
- Advanced features only available on paid tiers
- More complex than simple live chat apps
Pricing: Free plan available (includes up to 100 monthly conversations). Paid plans start at $39/month with higher limits.
13. Moose: AI Chatbot & Live Chat
Moose: AI Chatbot & Live Chat (MooseDesk) brings live chat, helpdesk, and omnichannel messaging into one unified tool built for Shopify. With AI-powered automation and support across chat, email, WhatsApp, and social, it's engineered to help you respond faster — without leaving your dashboard.
Standout features:
- Trained on your store data (FAQs, products, etc.)
- Central inbox for live chat, email, WhatsApp, Messenger, Instagram, and more
- Multilingual support and built-in FAQ/self-service features
Why it may not be for you:
- Because it’s a newer tool, some merchants report quirks or missing native mobile app (it's built as a Progressive Web App currently)
- Push notification behavior and instant alerts can vary depending on device settings
Pricing: Free
How to roll out live chat without slowing down support
The benefits of live chat are real, but only if you roll it out with a plan. Too often, brands turn it on everywhere and suddenly face a flood of new tickets their team can’t keep up with. The result is often longer wait times and frustrated customers.
The key is to treat live chat as both a support and sales channel. That means leaning on automation to handle the quick, repetitive stuff, and reserving agent time for higher-value conversations.
Here’s how to strike the right balance:
- Start with automation: Use chatbots to answer FAQs, collect order details, or qualify sales leads before passing them to a human.
- Set smart routing rules: Direct pre-sales questions to your sales team, and post-purchase issues to support, so customers reach the right person faster.
- Limit availability at first: Roll out chat during peak hours or on high-intent pages (like product or checkout) to control volume.
- Layer in human support: Keep agents available for complex or high-stakes conversations where personal service matters most.
By combining humans with automation, you’ll give customers the instant responses they expect, without creating another backlog for your team.
Turn conversations into conversions with the right app
There’s no single Shopify live chat app that works for every store. Each brand has its own support needs, sales goals, and team workflows—which means the “best” tool depends on what you’re trying to achieve.
The smartest approach is to test a couple of the apps above and see which one fits your business best. The right live chat tool should do three things: improve customer satisfaction, make your team’s job easier, and contribute to your bottom line.
And if you’re looking for a solution built specifically for ecommerce? Book a demo with Gorgias as the best Shopify-native option.
{{lead-magnet-2}}
The Updated Gorgias Helpdesk: Built for the Moments that Matter
The new Gorgias Helpdesk puts powerful AI, real-time insights, and effortless support tools right at your team’s fingertips.
TL;DR:
- Get instant context with Ticket Summaries. Jump into any conversation without digging through past messages or tabs.
- Organize tickets and customers with Ticket and Customer Fields. Attach properties to tickets and customers to see the whole picture, then turn it into reportable data.
- Support global customers with real-time translations. Engage in natural conversations in your customer’s language without paying for another tool.
- Resolve urgent issues with Priority Scoring. Rank tickets by importance, so high-value or sensitive issues don’t get overlooked.
- Onboard quickly with in-house migration. Whether you’re coming from Zendesk or Richpanel, Gorgias handles the move for you.
We recently unveiled the latest upgrades to Gorgias Helpdesk during Moments that Matter: Meet the Modern Helpdesk.
The event was hosted by Bora Shehu, VP of Product Design, with updates from John Merse (VP of Product), Fraser Bruce (Senior Solutions Consultant), Nicole Simmen (Senior Manager, Customer Implementation), and a customer story from Michael Duran (Operations Manager, Authentic Brands).
From quality of life improvements to brand new features, here’s what’s waiting for you in Gorgias.
Watch the full presentation here:
Support faster with built-in ticket summaries
Agents shouldn’t have to dig for context. Every conversation now comes with Ticket Summaries. Whether an agent has jumped into a ticket mid-conversation or is dealing with a new customer, these AI-generated summaries tell the whole story in no time.
We’ve also given the Customer Timeline a makeover. Now, you can glance at past tickets and order updates in one clean view. Plus, a dedicated Order View lets agents dive into past purchases without leaving the ticket or opening a new tab.
Enrich your data with detailed ticket and customer properties
Agents have always had visibility into customer history, but now that context is easier to act on.
Ticket Fields automatically tags tickets with AI-detected reasons, whether that’s shipping questions or product feedback, to help organize your conversations more effectively.
Then, add in another layer of data using Customer Fields (in beta) to note whether you’re speaking to a longtime, VIP customer or a customer with a history of high returns.
All of this data can be funneled into your ticket reports, making it easier for your team to discover new insights about your products, support quality, and more.
Speak every customer’s language with instant translations
Taking your brand global doesn’t have to mean hiring a whole new team or spending extra on a localization tool. AI-powered translations (in beta) will soon be available on the helpdesk.
Finally, your team will be able to support customers in any language in real-time. Customers write in their native language, agents respond in theirs, and the exchange feels natural on both sides.
Never miss urgent tickets with Priority Scoring
How many times has an urgent ticket been buried at the bottom of your inbox? The new Priority Scoring system prevents that by automatically labeling tickets as Low, Normal, High, or Critical based on your Rules.
For example, you might label a negative Facebook comment with threatening sentiment as ‘High,’ or bump high-value shoppers to the top with a ‘Critical’ label. This ensures your team always sees the conversations that need the most attention, so no sensitive issue slips through the cracks.
Shape every call journey with the new IVR flow builder
Now in beta, our flow-based IVR (interactive voice response) system lets teams on Gorgias Voice build customized call journeys for every type of conversation. Route customers through interactive menus, segment them based on their data, or direct them to voicemail, and schedule SMS follow-ups and callbacks.
To match agent availability, you can set business hours per phone number and per channel across storefronts. Teams also have more flexibility with ring strategies (ring available agents all at once or one at a time), wrap-up time between calls, and faster availability refreshes.
Stay on top of every goal with custom dashboards
We understand that CX teams need more than surface-level KPIs—they need to know what’s actually driving performance, revenue, and retention.
With Dashboards, you can build reports focused on CX data you care about, from agent performance to product return trends. Then, filter by store or sub-brand to zoom in on the details each team is responsible for.
We’re also introducing the Human Response Time metric to show how quickly your team responds to escalations from AI Agent. This gives you a clear sign of what issues require human attention, how fast they’re resolved, and whether you need to adjust staffing.
Effortless, in-house migration for new joiners
Leave the moving to us—we now manage migrations in-house. Depending on your plan, our Implementation team will transfer emails, customers, macros, and more for you. Combined with 99.99% uptime, switching platforms is smoother, faster, and more reliable than ever.
For accelerated performance, consider our 50-in-50 implementation program, which aims to resolve 50% of your ticket volume using AI Agent within 50 days.
Enterprise customers receive a dedicated Enterprise CSM, optimization workshops, and 24/7 support to get the most out of Gorgias from day one.
What’s coming next
Our teams are hard at work changing the landscape of customer experience. Here’s what’s on the Gorgias Product Roadmap:
- Cleaner, minimal interface. We’re giving our UI a new look to reduce clutter and highlight key information, making conversations front and center.
- Detailed order view. Quickly view past purchases and make order updates without opening new tabs or interrupting your workflow.
- Shop right in chat. Soon, product photos, descriptions, and even customer reviews will be shown directly in Gorgias Chat, so shopping experiences are as frictionless as possible.
- Scheduled CSV exports. Prove the value of CX with automated exports, perfect for stakeholders, whether they use Gorgias or not.
- New integration with Assembled Workforce Management. Our partnership will help you leverage Gorgias ticket data to optimize forecasting and agent scheduling.
- Role-based access control. Decide which dashboards, views, conversations, and settings can be accessed by each user role.
- Okta single sign-on. Let your team sign in to Gorgias using the same authentication service you use for the rest of your tech stack.
The future of support starts with your helpdesk
Our latest helpdesk updates make it easier than before to create memorable customer moments.
As Bora Shehu, our VP of Product Design, said, “We hope that the tools we’re building help you spend less time on robotic work, and more time on impactful human work that grows your businesses through the power of conversations.”
If you’re not on Gorgias yet and want to see what’s possible, book a demo today.
{{lead-magnet-1}}
How Online Sizing Solutions Are Replacing the Fitting Room
Bring the fitting room online with AI sizing tools, fit finders, and at-home try-ons that cut returns and boost shopper confidence.
TL;DR:
- 58% of fashion shoppers “bracket” orders—buying multiple sizes and returning what doesn’t fit. This drives high return rates, increased costs, and customer frustration.
- 70% of returns are due to sizing issues. Nearly half of shoppers abandon carts over inconvenient returns.
- Leading solutions include: AI-powered fit tools, 3D visualizations that show scale and model stats, “fit finder” tools, at-home fitting experiences, and AI-powered customer support.
- Brands that replicate the fitting room online gain higher retention, lower costs, and stronger sustainability.
Sizing has long been a friction point for ecommerce fashion shoppers.
Without the ability to try items on, 58% of shoppers resort to "bracketing"—ordering multiple sizes of the same piece and returning what doesn’t fit.
While it gives customers a temporary fix, it ultimately creates frustration for them and logistical headaches for brands.
The result is rising return rates, higher costs, and wasted resources. To break this cycle, ecommerce brands need to rethink how they guide shoppers toward the perfect fit. The good news is that many brands are already showing the way by using AI-powered tools and smarter product experiences to replicate the fitting room from the comfort of home.
{{lead-magnet-1}}
Returns are getting unsustainable
Recent data highlights just how severe the return challenge has become for fashion and apparel retailers:
- 46% of shoppers have abandoned a purchase because return methods were inconvenient.
- Fashion and apparel brands get twice as many return requests than any other industry.
- According to Gorgias data, 70% of returns are due to sizing confusion.
- “Will this fit me?” is one of the top reasons customers contact support.
In addition, rapidly rising concerns around sustainability and climate change, as well as heightened awareness around over-consumption, are prompting consumers to make changes in their purchasing habits.
Brands who prioritize well-fitting, long-lasting pieces and reduce carbon footprints and the amount of clothing diverted to landfills by lowering returns can actually benefit from a strategic edge.
“Those who choose to approach sustainability with a long-term mindset even while battling short-term problems will be rewarded with more efficient business operations and a competitive advantage,” writes McKinsey in its State of Fashion 2025 report.
Effective sizing solutions for ecommerce brands
Most brands already have size charts, but shoppers don’t want to measure themselves, or find those charts to be inaccurate.
When shoppers lack confidence in choosing the right fit, they either abandon their carts or rely on bracketing, both of which lower profitability and customer trust.
Forward-looking fashion and apparel brands are solving sizing issues by using tools for a more intuitive shopping experience. This ultimately helps them build loyalty, increase retention, and reduce returns.
Implement AI-powered body measurement tools
Rather than purely providing static size charts on your website, opt for AI-generated personalized fit recommendations instead.
For example, European fashion retailer Zalando reduced size-related returns by 10% using AI-driven advice.
The brand flags whether an item is true to size or not. It also offers the ability for customers to see recommendations based on logged fit-based return reasons, past purchases, and other clothing items that fit them well.
Zalando also launched a body measurement feature in 2023 where shoppers can actually scan themselves for more accurate size advice.
Show size and scale in product photos
As AI grows in proficiency, there are more tools than ever to help shoppers visualize product scale and fit.
For example, accessory shop LeSportsac uses Tangiblee, a product experience tool, to help customers understand scale and what fits inside each bag.
Performance hunting gear shop KUIU takes another approach. It uses a photo-based layering guide, so shoppers can see how the size and fit look with multiple layers on a model. Different model stats shown within product photography give contextual sizing cues.
Sleep shop Cozy Earth takes a similar route, stating model height and size on product photos.
Introduce “fit finder” tools
Some brands are helping shoppers pick the right size with interactive quizzes based on factors like height, weight, and the sizes of other clothing items that fit well. SuitShop is among those brands using a Fit Finder quiz on its website.
Similarly, Psycho Bunny leverages the AI tool True Fit as a size finder on product pages.
Bring the fitting room home
Ergonomic shoe brand Orthofeet eliminates sizing qualms altogether by including customizable inserts inside each box. Fitting spacers ensure a snug fit and arch enhancement for those who need it, helping shoppers get comfortable shoes that fit.
Jonas Paul Eyewear shares the “try it on at home” approach, offering a free or low-cost home try-on kit.
Leverage AI-powered customer support
Gorgias Shopping Assistant helps brands meet that need by delivering human-like guidance at scale, giving shoppers instant answers that feel personal.
For example, VESSEL uses Shopping Assistant in chat to provide real-time support on sizing and inventory, helping customers choose with confidence. By addressing fit questions directly, Shopping Assistant reduces returns and builds trust at the point of purchase.
Similarly, outdoor clothing retailer Arc‘teryx provides an “ask me anything” AI chat where shoppers can confirm any questions they have around fit or sizing.
The future for ecommerce size guides
Sizing for ecommerce fashion and apparel brands has become a business-critical challenge. With 70% of returns tied to fit issues and nearly half of shoppers abandoning purchases over inconvenient returns, brands that replicate the fitting room online stand to gain a competitive advantage.
From Zalando’s 10% reduction in size-related returns to VESSEL’s use of AI-powered chat, the path is clear: investing in smarter size chart solutions pays off with higher retention, lower costs, and stronger sustainability.
The brands that provide fitting room-level experiences online now will set themselves apart from the rest.
Book a demo to see how Gorgias, the leading conversational commerce platform, helps fashion brands cut returns, drive sales, and deliver fitting-room level experiences online.
{{lead-magnet-2}}
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.
{{lead-magnet-1}}
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.
{{lead-magnet-2}}
No items found.
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.
{{lead-magnet-1}}
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.
{{lead-magnet-2}}
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
{{lead-magnet-1}}
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.
{{lead-magnet-2}}
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.
{{lead-magnet-1}}
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.
{{lead-magnet-2}}
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.
{{lead-magnet-1}}
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.
{{lead-magnet-2}}
Building delightful customer interactions starts in your inbox
