The Challenge: A Siloed CX Stack That Didn’t 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, Orthofeet’s 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. Orthofeet’s 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. After years of juggling multiple tabs and platforms, Orthofeet’s 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 customer’s data, including their past conversation across phone, email, chat, and social channels as well as their Shopify order history.

The Results: Surpassing Automation Targets with 50 in 50 Success

Orthofeet’s CX team set out to hit 30% automation in 30 days. Instead, they nearly doubled that goal, reaching 56% automation in less than two months. The team worked with Gorgias’s implementation team through the 50 in 50 program – automating 50% of tickets in less than 50 days. With Gorgias, Orthofeet achieved improvements in its support, like:

• 56% of tickets automated, freeing agents to focus on complex, high-value conversations

• 99.96% decrease in email first response time, from 24 hours to 35 seconds

• 92.8% decrease in chat first response times, from 3 minutes to 13 seconds

• 50% fewer weekend tickets thanks to AI Agent, slashing Monday backlogs

Gorgias also unlocked cost savings and revenue impact for the overall business: double-digit business growth YoY while maintaining headcount, and a 12% conversion rate on phone calls (equivalent to $300K/month earned by CX over phone). “When we first started with Gorgias, our goal was to hit 30% automation in 30 days. We surpassed that and are now above 50% automation, and we’re still climbing.” —Courtney Bajek, Customer Service Lead at Orthofeet

Next Steps: Introducing Shopping Assistant to Provide Personalized Sales Assistance 24/7

Orthofeet is excited to launch the Shopping Assistant to replicate their personalized phone support at scale. Even outside of business hours, Shopping Assistant will be able to answer customers’ hyper-personal pre-sales questions about finding the best orthopedic shoes for their needs. Customers can ask for product recommendations based on their mobility issues, and Shopping Assistant will surface relevant shoe suggestions based on the customer’s purchase history, browsing behavior, and other contextual factors. “We view every customer interaction as a chance to make a sale, and we feel that the Gorgias Shopping Assistant is going to enable us to do that.” —GianKarlo Casimiro, VP of Ecommerce at Orthofeet