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Streetwear · CX case study
Nude Project closed Black Friday 2023 with 2,000 tickets still open. Our team took the CX setup apart and put it back together over six steps, and the following peak was the best the brand had run.
Before
Late in 2023, between Black Friday and Christmas, 2,000 tickets were waiting in Nude Project's inbox. Customers heard back after more than 48 hours, and CSAT kept dropping. A shopper with a question before buying could wait two days for an answer, so plenty of them left without buying. Refunds got complicated. Agents wrote every macro by hand and treated each ticket as a one-off, and the team was close to exhaustion while sales slipped away through the queue.
After
Within a quarter, the share of tickets ending in an order more than doubled. Each ticket brought in more revenue and Help Center articles got far more views. The CX team stopped living in emergency mode, and the following Black Friday started with an empty queue.
Each new ticket is classified and assigned by rules the moment it comes in. By the end of the first sprint, agents had stopped doing that admin by hand.
AI tags every ticket. Those tags drive the reports and give the AI Agent its context. Once each ticket sat in a category, the pile could be worked down one category at a time.
Questions about returns, shipping or sizing go straight to whoever handles them, with no stop in a general queue.
Contact forms ask for structured details up front, order number included. Chasing that number used to cost four back-and-forths per ticket.
Every Monday, ticket volume per category gets read, and those figures decide what gets automated in the week ahead.
A Help Center in Nude Project's own branding, with AI search, answers the 30 most common categories before anyone writes to an agent. From there, volume began to fall by itself.
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