About mybacs
Based in Germany, mybacs is a supplement brand committed to providing a holistic approach to supporting gut health. Since launching in 2018, the wellness brand has earned 8 figures in revenue and is growing strong each year—all with the same lean support team.
mybacs prioritizes efficiency, especially regarding its lean customer support team. With an average of 3,600+ monthly support tickets, mybacs needed a way to automate repetitive tasks, offer self-service options, and respond to customers efficiently.
The Challenge: Keeping up with double the ticket volumes
As mybacs continues to scale, with increased purchase and ticket volumes, it was time to optimize its support software to alleviate the pressure from the lean support team.
After implementing Gorgias more than four years ago, mybacs significantly reduced the time and effort it took to resolve customer tickets. Working in one centralized CX tool eliminated the need to manage lengthy email threads and scroll back through conversation histories for context each time a new reply came in.
However, there was still room for improvement.
The brand’s Help Center was a point of friction in the customer experience. Previously, when customers navigated to the Help Center to find FAQs, they were redirected to a portal hosted outside the brand’s website. This led to high bounce rates, and created a confusing experience for shoppers.
From a customer perspective, searching the Help Center meant unnecessary clicks, effort, and time added to their journey.
Internally, support agents also struggled to use Macros efficiently. Since mybacs offers multi-language support, the team needed better naming conventions to see the Macro’s language and customer pain point. The Macros also didn’t effectively use variables, requiring a new Macro for each scenario.
This led to Macro overload and limited usage, increasing the time, effort, and wait times per ticket.
The Solution: Offering self-serve customer support with an optimized Help Center, Flows, and Macros
mybacs introduced Gorgias several years ago for a more unified customer support system, integrating with Hive for 3PL and Skio for subscriptions. This eliminated the need to work across multiple tabs and reduced the potential for human error when inputting customer data.
“We don’t have to switch browser windows—we just have everything in one place. All our tools integrate seamlessly, and the data from each is 100% error-free.”
—Alexander Grassmann, Co-Founder & COO at mybacs
As the brand grew, sales and ticket volumes increased by 50% during peak sales seasons like summer. By leveraging Gorgias’s Helpdesk and Flows, mybacs offers self-serve options for common support questions like product recommendations, shipping, cancellation, return, and subscription policies.
For example, if a shopper wants to know how to update their subscription address, this Flow guides them to a relevant Help Article in a matter of clicks.
The increased capacity from automating repetitive tasks has given mybacs time to focus on analyzing trends and patterns within their support tickets. For example, when the support team noticed multiple customers voiced concerns about capsule breakage, they promptly passed this feedback to the product development team. This allowed the product team to promptly resolve the issue, highlighting the importance of analyzing customer support tickets.
Similarly, the team worked on conversion optimization by running A/B tests on their website based on common customer questions. They integrated this information into their product pages to reduce the need for customer support outreach and improve conversion rates.
Maximizing Gorgias’s impact with AthariCommerce
mybacs worked with AthariCommerce, the only Shopify Agency in DACH that is a Gorgias Service Partner, to optimize Gorgias to create an even better customer experience.
AthariCommerce enhanced mybac’s existing Macros by implementing a consistent naming convention and adding variables. Creating several Macros in various languages (and labeling them accordingly) made it easier to offer efficient multi-language support.
Variables enable the team to answer more questions with the same Macros instead of creating new ones for each question variation.
mybacs includes Shopify order variables in this Macro to provide an informative order status update:
If a customer wants to cancel their subscription but missed the deadline, mybacs’ agents can use this Macro:
The Macro explains the cancellation policy, provides tracking information, and offers a 30% discount or the option to return.
These improvements increased how often the team used Macros—previously, 30% of responses included a Macro, and now 80% do. This increased usage simplifies workflows for agents and gives customers faster responses.
Going beyond support tickets, AthariCommerce helped mybacs create a more cohesive customer shopping experience. They added the mybacs logo to the live chat and integrated the Help Center directly into mybacs’ website to avoid sending customers to an external FAQ portal.
A screenshot of the mybacs Help Center, displaying different support categories such as order status, product questions, shipment, and subscriptions. Each category is represented by an image of mybacs packaging or supplements.
The Results: Cutting first response and resolution times in half
With AthariCommerce’s help, the mybacs team saved valuable time using Gorgias Flows, Macros, and tags—time previously spent answering WISMO requests.
Within one year of using Gorgias, mybacs achieved:
- 53%+ decrease in resolution time (from 15 hours to less than 7 hours)
- 51%+ decrease in First Response Time (from 9.5 hours to 4.5 hours)
- 167%+ increase in Macro usage (30% to 80%)
Looking forward: Further automation with AI Agent for support
mybacs is excited to build on its automation success by introducing AI Agent to its live chat and email support channels. With the goal of growing revenue 100% this year, mybacs plans to hand over simple support tasks to AI Agent to free up time for more personalized conversations with customers.
“Our focus is to improve automations to make it easier for customers to self-handle their requests. This goes hand in hand with making our FAQs more comprehensive to give customers all the information they need.”
—Alexander Grassmann, Co-Founder & COO at mybacs
Ready to level up your CX game? Discover how Gorgias can help you scale efficiently and maintain personalized customer interactions.
