About Glamnetic
Since 2019, Glamentic has been changing the beauty game with innovative, easy-to-apply magnetic lashes. The brand has since expanded its offerings with press-on nails that are just as simple to use.
Glamnetic’s CX team, led by Sr. Director of Customer Experience Mia Chapa, is evolving from customer service to a 360-degree customer experience team. They focus on monitoring reviews, moderating communities, and a host of projects that provide much more value than just answering support messages.
The Challenge: Personalizing automation for an even better customer experience
Glamnetic already successfully uses Gorgias to manage customer conversations, drive revenue with on-site campaigns, and automate repetitive customer queries with Flows and Order Management.
With Flows, like this example where a shopper can easily ask what is included in the nail kit, customers receive immediate answers to FAQs. This works well for quick, straightforward questions that don’t require any follow-up.
The next opportunity was striking a balance between automation and personalization. Glamnetic wanted to introduce a more conversational feeling to its automated CX to ensure that customers received a customized response that actually resolved their issue, not just responded to it. Glamnetic wanted automation to handle multiple queries at once, answer follow-up questions instantly, and provide immediate resolutions wherever possible.
The Solution: Implementing AI Agent for one-to-one, personalized support
Glamnetic implemented AI Agent to build upon the early success of Flows by introducing AI Agent.
“If a customer asks about the status of their order AND asks a product question AND tells us it’s their birthday, AI Agent can answer both questions and wish them a happy birthday. That’s an amazingly personalized experience.”
—Mia Chapa, Sr. Director of Customer Experience at Glamnetic
Training and coaching AI Agent while ramping up
By creating custom Guidance specific to its policies and products, Glamnetic is able to onboard, train, observe, and coach AI Agent—just as it would a new employee.
Guided by Glamnetic’s policies and processes, AI Agent can handle several ticket types, such as:
- Where is my order (WISMO)?
- Policy questions (like shipping or returns)
- Subscription management questions
- Questions about loyalty programs and promotions
- Product questions about application, use, or removal
- Requests to update orders
Here’s an example of a knowledge-based question — meaning the customer was just looking for an answer and didn’t need to make any changes.
Enabling AI is not as simple as flipping a light switch. But Glamnetic found the upfront effort to refine knowledge documents, review AI Agent’s responses, and make updates worthwhile for the value it delivers.
“You have to give a little bit to gain a lot. It requires upfront commitment, but the returns you’re gaining are mind-blowingly valuable.“
—Mia Chapa, Sr. Director of Customer Experience at Glamnetic
As one of the earliest adopters, Glamnetic launched AI Agent seamlessly with support from the Gorgias implementation team. “We started in the Alpha test group and it was very simple to set up,” Mia shares. “We had full support during the entire process—from pre-implementation, during implementation, and post-implementation. And it continues to be that way.”
Implementing Actions to handle order edits and cancellations before it’s too late
Once AI Agent consistently nailed knowledge-based questions, it was time to expand its automation opportunity. Glamnetic introduced three Actions, so AI Agent can fully resolve inquiries—not just respond.
Glamnetic’s AI Agent Actions currently include:
- Pulling fulfillment status to locate orders
- Editing shipping addresses
- Canceling orders
Prior to AI Agent, if customers reached out about a mistake they made with their order—like ordering the wrong item, entering the wrong address, or even accidentally placing the order—the team might not have caught it before the fulfillment request was sent to the warehouse. This meant the warehouse had already shipped the order, which meant the business had to pay for a return or re-ship the item. It was a costly problem.
Additionally, order edits used to be a leading source of low CSAT scores because customers would be worried that the order would ship before the team could fix it. Customer confidence wavered if Glamnetic took a long time to respond.
“If it's an address change, we would have to reship a package to the correct address because it's not the customer's fault that we were unavailable. Now, with Actions, it's instantaneous.”
This is where Actions have made a noticeable impact since they respond and resolve these issues immediately. Glamnetic noticed that customer confidence grew and CSAT scores improved, especially for tickets related to order modifications.
“An instant response builds confidence. We live in a world with short attention spans, so customers appreciate how quickly we can respond to their inquiries. Customers aren’t worrying unnecessarily for longer than they have to for an address change or order cancellation.”
—Mia Chapa, Sr. Director of Customer Experience at Glamnetic
Results: Higher CSAT Scores, Faster First Response Times, and 12 days saved per month
Implementing AI Agent Actions created a better experience for Glamnetic’s customers, agents, and the business as a whole. As Glamnetic’s order and ticket volume continue to scale, automation reduces the need for additional headcount, keeps response times down, and allows the brand to drive value for the business in other areas.
Glamnetic’s team now has more time to perform high-value tasks that enhance the entire end-to-end customer experience instead of solely focusing on answering tickets. With the extra time, the lean team of 15 has prioritized outbound CX initiatives like moderating its Glam Fam Facebook community and service recovery to turn formerly dissatisfied shoppers into loyal customers.
AI Agent helped Glamnetic achieve:
- 40% of support volume are handled by AI Agent
- A 4.89 CSAT (on par with its agents’ average)
- A 91% improvement in first response time during BFCM 2024 compared to pre-AI Agent (down from eight minutes to 40 seconds)
- 2+ seasonal hires avoided
Looking ahead: Introducing multi-step Actions with AI Agent
After seeing such impressive results with AI Agent Actions, Glamnetic is eager to introduce even more Actions to make updates across more of Glamnetic’s tech stack.
Coming in Q1 2025, AI Agent will be able to make updates in multiple apps simultaneously and chaining together multiple different Action steps. This will unlock AI Agent to be able to handle even the most complex workflows, providing even more instant support for customers and bandwidth for your team to get out of the inbox and find new ways to build customer loyalty.
Learn more about how AI Agent can perform Actions to save your team time and money while improving the customer experience.
