The Service Department
Customer service — Shira & Yoav, sports e-commerce
Shira and Yoav run an online sports equipment store — a specialty brand, 200-300 orders a month, four full-time staff. One of them, Rotem, spends six hours a day answering customers.
The day before
80% of inquiries are the same eight questions:
- When's my delivery arriving?
- The size didn't fit — how do I return it?
- Do you have this model in another color?
- What's the difference between X and Y?
- Is there a warranty?
- Can I exchange for a different size?
- Does it come gift-wrapped?
- When's it back in stock?
Rotem turns into a robot. Same answers, six hours a day. Meanwhile, the actually-complex stuff — angry customers, special requests, shipping mistakes — gets pushed aside.
Yoav, frustrated:
Rotem is a brilliant guy. We're paying him $3K a month to say 'your package arrives Tuesday' fifty times a day.
What we built
An agentic customer service layer that sits on the site chat, the business WhatsApp, and email.
- Answers the eight repeat questions automatically — within 10 seconds, in the brand's voice
- Plugs into the order system when a customer asks about a specific order, the agent knows where the package is, when it'll arrive, and its status
- Handles returns end-to-end form, label, tracking — all of it
- Flags complex inquiries and routes them straight to Rotem — only when a human is actually needed
- Sends a weekly digest of question patterns so Yoav knows what to update on the site
The day after
Rotem now has five hours a day back. He uses them for two things: actually helping complex customers (quality time, not volume), and working on the customer experience itself — A/B tests, content, supplier relationships.
Customer satisfaction went up — not because service got less human, but because it got faster. Simple question, answered in 10 seconds. Complex one? You get the real Rotem, not the burnt-out one.
The numbers
80%: of inquiries closed automatically, no human involved
7.2 → 8.6: NPS within three months
Promotion: Rotem moved from "answering questions" to "managing customer experience" — a role upgrade, not a layoff
The point
This isn't "replace Rotem." It's free Rotem up to do the work you actually hired him for. The machine does the repetitive. The human does the complex.