Goodiebox is on a mission to bring joy and self-care to its members. Each month they send out thousands of curated boxes filled with products for members to test, helping them discover new favorites and creating moments of me-time.

As a high-performance organization with a strong focus on KPIs and rapid time-to-market, Goodiebox always strives to deliver value to their growing community. 

Needed to work smarter 

With the goal of creating synergies across markets, working more efficiently and delivering better service to their members, Maria Lauridsen, Head of Members and Retention, recognized the need for an AI chatbot. 

The support process was highly manual, with agents spending valuable time handling repetitive inquiries like tracking requests - tasks that didn’t require human intervention. It quickly became clear that implementing an AI-driven chatbot could streamline operations and allow the team to focus on delivering quality service.

Beyond repetitive inquiries consuming time that could be spent on more complex issues, Maria saw that constantly answering the same questions offered little professional growth for the agents. 

“We needed to work smarter and more effectively, there were so many tasks that were repetitive. My mission was to lift performance but also create more interesting tasks for our Team Happiness Heroes."

The goal was to boost automation in query handling, enhance efficiency and reallocate resources toward analytics and process improvements. Maria also acknowledges that the future of customer service is changing and the need to adapt: 

“What will be the new structure for Team Happiness? Will full-time support heroes in the end be doing data analysis, member insights, optimizing processes and much more, while part-timers will do tickets or what is the future here?” 

Facing these challenges, Goodiebox started exploring chatbot vendors.

Comparing vendors 

Goodiebox evaluated several chatbot vendors, including Boost.ai, Ada and Kindly but ultimately invited only Boost.ai and Kindly to present their solutions to the team. Maria shares that Goodiebox wanted a chatbot that was easy to work with, a partner that was present and with experience in ecommerce.

Kindly was ultimately selected as Goodiebox’s chatbot vendor because of stronger e-commerce experience, a more user friendly interface and a demo that highlighted the ease of use. Maria explains how real-life cases played a key role in the decision making:

“We got in touch with Kindly’s customer Hobbii. That really helped a lot since they were already in the process of making exactly the same changes as us.”

Early on, Goodiebox had discussions about whether or not the chatbot should be conversational or rely entirely on generative AI.

“Kindly recommended the conversational one and also said that we easily could have a mix between them both, where Boost.ai pushed for the purely generative one. Kindly always claimed that conversational was the best match for us and it became clear that they were thinking of our business needs.” 

Maria testifies that choosing Kindly and the conversational model was a good decision: 

“Seeing the numbers now, I am really happy we chose the conversational setup, a choice we made because of Kindly I would say.”

Quickly exceeded set goals

The goal became to automate 30-50% and focus on the easy recurring questions since they made up more than half of all combined inquiries. 

“A repetitive question could for example be ‘I can’t add my address’, which they now get answered straight away in the chatbot. We also ask afterwards ‘Did this help or not?’ and we see that very often it does.”

Goodiebox quickly reached the goal of 50% automation and raised the bar to 60%, surpassing it with 72% automation today. The fallback rate is also something that Maria is happy with:

“We have a really low fallback rate. We started at 3% and now it consistently stays around 1.3%. We are very satisfied with these numbers.” 

In regards to adapting to the future of customer support, Maria notes that the workload for agents have become more balanced: 

“Full-timers are now doing maybe 50/50 tickets and analysis and much more proactive work, whereas before it was definitely 100% tickets and reactive work.” 

This has resulted in more challenging and developing tasks for the support agents. With additional resources for analysis, the team can now predict payment or shipping issues, allowing them to prepare in advance and respond more effectively.

Educating members through channel strategy

As a subscription service, Goodiebox refers to their consumers as members rather than customers. Aiming to educate them as long-term members who engage with the brand on a recurring basis, Goodiebox fosters an engagement-driven experience.

“I think it makes sense to educate our members since it’s mostly the same questions month after month. If not, we would treat them as transactional customers. So we are trying to educate and minimize contact with agents all the time.”

This means that Goodiebox refers to the chatbot for quicker answers, something that also ties into the chatbot-first strategy they have deployed. 

But some questions are prioritised and do need human intervention, such as payment issues, and in these cases, getting in touch with an agent is no problem. 

Besides the chatbot being live on the whole Goodiebox website, it is also available in the app where the greeting rate is higher than on the website, meaning members are actually opening the chatbot when they have a question. 

“The greeting rate is actually 83% in the app and 61% on the website. That's great cause we don't have to redirect them to the website when they have a question.” 

Overall, Maria says Goodiebox have reached the goals they set out in the beginning with the chatbot:

“I think the most important result is that we have freed up resources and are now in a place where we can grow and develop our employees much more. And I think we were surprised that we reached the automation level of 50% so quickly.”

Game Changer 

The implementation of an AI chatbot is significant in the journey forward for Goodiebox, optimizing customer support operations while enhancing member experience. 

By automating over 70% of repetitive inquiries, the team has successfully reallocated resources to more strategic and analytical tasks, allowing agents to grow professionally and focus on proactive customer engagement. Ensuring a smarter experience for both members and employees.