Case Study: AI Voice Support for E-Commerce
An e-commerce brand deployed a bilingual AI voice agent for order status, returns and FAQs — handling 70% of calls and halving support costs.
Client: E-Commerce Brand — E-Commerce / Direct-to-Consumer
The challenge
- Support team overwhelmed by repetitive 'where's my order?' calls
- Average response time of 4+ minutes hurting reviews
- Bilingual demand (English + Spanish) the team couldn't fully cover
- Support cost per order rising as volume grew
The approach
- Call categorization: Reviewed 30 days of transcripts to identify the top 5 call types — 80% of volume.
- Agent design: Built a bilingual voice agent with persona, escalation paths, and brand voice.
- Order system integration: Connected to the order management system for real-time status, returns, and tracking.
- Phased pilot: Soft launch on 20% of calls with full transcript review for 3 weeks.
- Full rollout: Scaled to 100% of inbound calls with weekly tuning based on real conversations.
Results
- 70% of calls handled fully automatically
- Average response time dropped from 4 minutes to 15 seconds
- Support costs cut by 50%
- Customer satisfaction (CSAT) improved by 12 points
Tools used: Vapi, ElevenLabs, OpenAI Realtime, Shopify, Gorgias, Twilio