Customer support · Production

Smalls scales personalized cat food subscription CX with Kustomer over six years

The problem

As Smalls grew, subscription and order data flowed across multiple systems, preventing agents from seeing the full customer journey. Without a unified view, personalization required extra effort and manual triage slowed response times.

Workflow diagram · grounded in source

AI handles repetitive inquiries

ai_action

“using AI from Forethought to handle repetitive questions—so human agents can focus on the moments that matter most”

Tier-based routing

routing

“A BPO partner handles Tier 1 and most Tier 2 inquiries, keeping volume manageable, while Smalls' in-house team focuses on high-sensitivity conversations—illness reports, legal concerns, VIPs, and brand reputation moments”

Unified customer timeline

integration

“a single customer timeline uniting subscription, order, and communication history, agents always have the full context”

Log issue with custom attributes

output

“agents log not just the issue but also the specific SKUs and quantities. That detail is then passed back to operations to address problems at the fulfillment center”

Managers identify trends

feedback_loop

“managers use tags and insights to identify operational issues, while agents get real-time feedback that builds accountability and confidence”

Reported outcome

Response times dropped as conversations routed to the right agents, agent productivity improved through macros and unified data, and visibility expanded so managers could identify operational issues while agents received real-time accountability feedback.

Reported metrics

Response timesdropped

Agent productivityimproved

Operational visibilityexpanded dramatically

Customer resolution qualityfaster resolutions and more personal support

Reported stack

KustomerForethoughtAircallAgorapulseShopifyRechargeStripe

Source

https://www.kustomer.com/customers/smalls

Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

Response times dropped as conversations routed to the right agents, agent productivity improved through macros and unified data, and visibility expanded so managers could identify operational issues while agents recei…

What tools did this team use?

Kustomer, Forethought, Aircall, Agorapulse, Shopify, Recharge, Stripe.

What results were reported?

Response times: dropped; Agent productivity: improved; Operational visibility: expanded dramatically; Customer resolution quality: faster resolutions and more personal support (source-reported, not independently verified).

How is this customer support AI workflow structured?

AI handles repetitive inquiries → Tier-based routing → Unified customer timeline → Log issue with custom attributes → Managers identify trends.