In 2019, we were approached by a leading subscription-based wellness platform offering online fitness classes, guided meditations, and meal planning services. Their user base had skyrocketed due to the pandemic and global shift to remote lifestyles.
However, this surge brought increased customer support challenges — especially over email. The client’s in-house team struggled to keep up with support requests related to subscription issues, login problems, and refund requests. As a result:
Our job was clear:
Build and manage a dedicated Email Support Team that could bring response times down, increase resolution quality, reduce churn, and provide a friendly, human tone to every customer interaction.
Email Support
2019 – Present
Canada
Subscription Support, Technical Assistance, Refund Handling, Customer Retention Emails, Feedback Collection, Escalation Management, CRM Integration
To meet the objectives, we built a specialized Email Support Team trained in health & wellness, subscription management, and compassionate communication. Here’s how we did it:
We recruited email support agents with:
We then conducted workshops with the client’s brand team to define their tone:
Each agent was trained with email templates for different scenarios but was encouraged to personalize replies with warmth and care.
We migrated the client from a cluttered Gmail inbox to Zendesk, enabling:
This allowed us to streamline support, cut response times, and gain insights from every conversation.
We developed a set of flexible templates for common situations like:
However, unlike robotic auto-replies, our templates included:
Instead of approving refund requests immediately, we designed a gentle intervention strategy:
This helped us retain over 28% of users who originally emailed to cancel — turning frustration into loyalty.
Each week, we submitted a “Voice of Customer” report with:
This helped the client’s product and marketing teams make data-driven decisions including launching new meditation series based on user demand.
| Metric | Before | After (6 Months) |
|---|---|---|
| Avg. Email Response Time | 48 hours | 2.3 hours |
| First Email Resolution Rate | 61% | 93% |
| Refund Requests | High volume | Reduced by 34% |
| Cancellation Rate | 28% | 19% |
| Email CSAT (Satisfaction) | 74% | 98.2% |
| Emails Handled per Day | 50-70 | 200+ across 3 shifts |
