The challenge: A siloed CX stack that didnt scale efficiently

Before onboarding Gorgias, Orthofeet used Freshdesk, Dialpad, and social media platforms to manage its CX, alongside a third-party offshore team that handled live chats. Our outsourced team did not have access to all of our platforms, which limited the level of support they could provide customers, says Christine Diliello, Customer Service Manager at Orthofeet.

Since none of the platforms integrated with each other or with Shopify, Orthfeets agents worked exclusively on one platform designated agents for emails, chat, and phone, creating silos within the department.

We wanted to move all of our CX in-house and consolidate our platforms to improve efficiency, costs, and the consistency of providing customers with the right information every time.

Christine Diliello, Customer Service Manager at Orthofeet

Orthofeet has continuously scaled, achieving double-digit growth each year within the last five years. But as Orthofeet acquires new customers, the level of incoming tickets increases with it.

New customers come with more questions about everything from finding the right shoes to international shipping policies.

Four years ago, we had a team of six people managing both retail and wholesale. On a typical Monday, we would receive up to 1,400 calls, which was extremely difficult to manage.

Christine Diliello, Customer Service Manager at Orthofeet

Orthofeets CX team needed a scalable way to handle the increased ticket and phone backlog with care, without increasing headcount costs.

The solution: One sole platform for efficiency, automation, and scalability

Orthofeet turned to Gorgias to unify their CX stack, automate routine tickets, and scale support without adding headcount. This gave their team more bandwidth to focus on quality conversations and revenue-generating opportunities.

Consolidating for an all-in-one platform with Shopify at the center

After years of juggling multiple tabs and platforms, Orthofeets CX team immediately saw the value Gorgias brought as a consolidated, all-in-one platform.

For the first time, agents had complete visibility into a customers data, including their past conversation across phone, email, chat, and social channels as well as their Shopify order history.

With Gorgias, all of the information from our central ecommerce platform, Shopify, is just a click away. We dont have to have multiple tabs open, its right there.

Courtney Bajek, Customer Service Lead at Orthofeet

Christine walks us through the benefits the team has seen since migrating, Within a week, the team saw the advantage of Gorgias. For example, they can quickly access the Shopify order in the same view to check for a return and see the customer's history.

The efficiencies are particularly beneficial when customers reach out across multiple channels. If the customer had called and spoken to someone else, agents can see what they talked about, read the AI call summary, and have the context they need.

AI that sounds human and resolves customer inquiries when it counts

Once Orthofeet migrated to Gorgias, they began leveraging AI Agent to automate routine inquiries around the clock. Since AI Agent can access Shopify order data, it autonomously handles repetitive tickets like order tracking or return requests.

AI Agent can automatically detect if a customer wants to start or check the status of a return. It sends the return portal link so that the customer can self-serve their return much faster than waiting in the queue, especially if they message us outside of business hours.

Courtney Bajek, Customer Service Lead at Orthofeet

In this example, AI Agent uses the customers order number to confirm their return eligibility based on Guidance on Orthofeets return policy. It provides the return portal link and clearly instructs the customer on how to proceed with the return.

[Customer requesting a return for shoes via chat, with AI agent providing step-by-step return instructions and a link to the returns portal.]

With AI Agent handling tier 1 support requests, Orthofeets team has more time to handle more nuanced queries, support customers over the phone, or dedicate time to VIP customers.

As a brand serving customers with specific mobility and health needs, Orthofeet initially wondered whether AI would feel impersonal or limiting. Instead, customers quickly embraced the experience and found it genuinely helpful.

One customer even sent a handwritten card expressing that Orthofeet had the very best/friendliest/most helpful/respectful AI system that Ive ever dealt with!

[Handwritten thank-you note praising Orthofeet's customer service and AI Agent for being helpful, friendly, and responsive.]

Efficiency that saves time, headcount, and operational costs

Orthofeet is a fast-growing business with revenue consistently increasing by +10% year-over-year, bringing a higher volume of email, chat, and phone tickets with it. Gorgias made it possible to manage this increase with the same headcount, without sacrificing quality.

Before Gorgias, Courtney shared that the team responsible for emails would log in on Monday to anywhere from 600 to 1,000 emails at the start of the day. Sometimes, it could take them up to a week to clear the backlog.

Since onboarding Gorgias, the same team only faces 200 to 300 tickets on a Monday morning. By Tuesday, were often down to 50 tickets, Courtney shares.

Gorgias has allowed us to focus on providing much better responses to our customers while the business grows, as opposed to just hiring 10 more agents to keep up.

Christine Diliello, Customer Service Manager at Orthofeet

The combination of Gorgiass integrated platform and automation allows Orthofeet to operate with a lean team while simultaneously providing faster response times for customers.

Prior to Gorgias, the CX team had SLAs of 24-hour response times for emails and 2-3 minutes on chat. Thanks to Gorgiass AI Agent, first response times have dropped to 35 seconds for emails and 13 seconds for chat.

Typically, we would have to hire more agents on the phone to manage the thousands of weekly calls, or pay agents overtime wages during holidays and peak periods. With Gorgias, weve improved our SLAs by 50% while maintaining a similar headcount.

GianKarlo Casimiro, VP of Ecommerce at Orthofeet

Turning phone support into a revenue stream

Many of the shoppers in Orthofeets target demographic prefer to ask product and support questions over the phone since theyre addressing very personal questions surrounding mobility issues, pain management, and comfort.

Adopting Gorgias Voice, seamlessly integrated with customers conversation and order history, enables agents to tailor each call to the customers needs and preferences. Each call is an opportunity for the agent to build a relationship, establish trust, and offer live personalized recommendations that genuinely help the customer.

The increased efficiency from automation also gives agents more time to spend on each call they can explain each shoes benefits in more detail, tailor recommendations based on the customers main concern, and upsell or cross-sell in real-time.

We primarily sell online, but about 10% of our sales happen over the phone. Gorgias Voice has empowered the agents to give the proper recommendations live to the customer.

GianKarlo Casimiro, VP of Ecommerce at Orthofeet