The client is the world's largest cosmetics company, a leading global beauty business that supports multiple brands and products through its customer care program. Its agents respond to customer emails from within the company's CRM and are expected to maintain consistent, on-brand messaging with an appropriate level of empathy, while navigating complex policies, manual workflows and clunky back-end processes.

Customers have limited patience for off-brand messages, long wait times and conflicting information. At the same time, the beauty company's agents were overwhelmed navigating complex policies, working through manual workflows and managing clunky back-end processes.

An analysis of the customer care program's workflow revealed that supporting multiple brands and products was time-consuming for agents, who had to manually select the correct email template from within the CRM for each case. Faced with that friction, many agents opted to start with blank emails rather than approved templates.

The consequences showed up across the program's core metrics: lower productivity, measured as emails per hour (EPH), weaker quality assurance (QA) results and lower customer satisfaction (CSAT) scores. The company wanted to automate tedious tasks and help agents maintain consistent, on-brand messaging in email communications while increasing overall efficiency and quality scores.

Laivly first established the baseline performance of agents responding to customer emails. It then completed a seven-week full-program rollout in which all agents used Laivly when handling emails, and measured performance against that baseline.

Laivly implemented its AI-powered Smart Response tool to eliminate several manual steps in the agents' email workflow, improve the efficiency of email communications and ensure agents displayed an appropriate level of empathy while writing in the brand's tone of voice.

Smart Response uses artificial intelligence, machine learning and digital automation to identify every query in an incoming email and analyze it against historical data from thousands of previous email cases. It then synthesizes this information to recommend relevant, pre-drafted responses that are most likely to return the highest QA and customer satisfaction scores, and it ensures no issue is overlooked in emails that raise multiple concerns.

Rather than starting from scratch or manually selecting templates each time, agents review the drafted text for accuracy and tone, then add the personalization and empathy needed for a high-touch, on-brand response. According to Laivly, this produced a significant improvement in QA scores, productivity levels and consistency across the end-to-end customer experience.

• 12% improvement in quality assurance (QA) scores
• 49.3% increase in emails per hour (EPH)
• 10% improvement in customer satisfaction (CSAT)
• 17% improvement in FCR
• 11.9% increase in perfect CSAT scores
• Full-program rollout completed in seven weeks, with all agents using Laivly for email