How MUD\WTR Brewed Up a 4.8 CSAT Score with Siena AI

About

MUD\WTR has been shaking up the beverage industry since 2018 with its innovative coffee alternatives. Made from organic ingredients like masala chai, cacao, and adaptogenic mushrooms, MUD\WTR offers a healthier way to start the day, promising sustained energy without the jitters or crash associated with coffee. As the company rapidly grew, so did the challenge of maintaining personalized customer experiences at scale.

Challenge

Sara Colon, who joined MUD\WTR as a Customer Support Manager and quickly took on a leadership role, identified several areas for improvement in their existing support structure:

We knew that to wow our customers, we needed a way to enhance the empathy, warmth, and casual tone in our customer interactions. - Sara Colon, Customer Support Manager

Despite having a large team, MUD\WTR agents were struggling to keep pace with the company's growing popularity. The constant influx of tickets made it challenging to respond quickly while consistently maintaining the warm, casual tone that defines MUD\WTR's brand. Sara noted, "We knew that to wow our customers, we needed a way to enhance the empathy, warmth, and casual tone in our customer interactions.”

Solution

After carefully evaluating several AI options, Sara chose Siena AI. The decision was based on Siena's unique ability to adapt to MUD\WTR's specific needs and brand voice:

What stood out with Siena is that we're in control of everything. We can determine the tone of voice, and give her her own name and persona to reflect our brand personality and values. - Sara Colon, Customer Support Manager

This level of customization was crucial for MUD\WTR, allowing them to maintain their brand identity while automating customer interactions. The implementation process involved careful change management and team education:

We showed the team that Siena is great at handling common inquiries. Our agents can focus on complex tasks like subscription management, and then let Siena take over for follow-up questions that are empathetic, full of character, and nail our brand’s voice. - Sara Colon, Customer Support Manager

This approach allowed the human team to handle complex tasks while Siena managed more routine interactions, creating a more efficient and effective CX operation.

Siena's ability to integrate seamlessly with MUD\WTR's existing tools like Recharge and Shopify was another key factor in their decision.

Results

The impact of Siena on MUD\WTR's CX was both immediate and significant. The company saw dramatic improvements across their KPIs, starting with customer satisfaction:

Our CSAT score went from floating around a 4.5, to now every week being consistently at 4.8 and above. - Sara Colon, Customer Support Manager

This substantial increase in customer satisfaction scores reflected the improved quality and consistency of customer interactions. For MUD\WTR, this improvement was crucial, as it directly impacts customer loyalty and word-of-mouth recommendations, vital factors for their subscription-based business model.

Beyond CSAT scores, other metrics showed significant improvement as well. Response times decreased from two days to one, and messages per resolution reduced from 6 to 3, providing a more efficient experience for customers. Perhaps most importantly for the team's day-to-day operations, Sara noted, "We haven't ever been in another ticket backlog since we've onboarded Siena."

Looking Ahead

While MUD\WTR is still keen for agents to run subscription management functions, they're actively exploring ways to expand Siena's role in their CX operations. This includes potentially using Siena to handle more complex inquiries and to assist with proactive customer outreach. The success they've seen so far has made Sara confident in their decision to implement Siena:

I'm so proud of our decision. I'm happy because I think it's just been working really well for all of us. - Sara Colon, Customer Support Manager

As MUD\WTR continues to grow, Siena will play an increasingly important role in helping the company maintain its commitment to exceptional, personalized customer experiences at scale.