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Domonique Brown: Bridging Customer Experience and Retention with AI
In a world where AI is transforming every part of commerce, this episode dives into how customer experience teams can use it to reduce churn, extend lifetime value, and build loyalty that actually lasts. Learn how a leading DTC brand experiments with AI, CX data, and retention flows to meet customers where they are and keep them coming back.
In this episode, Doug and Domonique Brown discuss:
- AI’s role in retention and post-purchase experience
- Turning voice-of-customer data into real-time CX improvements
- Understanding churn drivers beyond price and discounts
- Automating CX with chatbots while preserving human touch
- Experimentation and strategy for AI-first retention workflows
Key Takeaways:
- When brands obsess over front-end offers and ignore the post-purchase journey, churn rises and lifetime value drops.
- To truly own the customer experience, teams need shared success metrics and a steady drumbeat of customer data flowing across the organization.
- Relying on discounts as a catch‑all fix is a mistake; most cancellation attempts are rooted in UX friction, convenience issues, or lack of education—not just price.
- AI chatbots are ideal for handling high-volume, repeatable, time‑sensitive requests, which lets human agents focus on the nuanced, emotional, and complex situations where they add the most value.
- Whether you’re a fast-growing newcomer or a long‑established brand, you must keep experimenting with AI and iterating your systems to stay aligned with evolving customer behavior and expectations.
“No matter where you are as a brand, whether you are just getting started or whether you are a legacy brand, we're all in the same place. We're experimenting to learn and meet our customers wherever they are.” - Domonique Brown
About the guest, Domonique Brown:
Domonique Brown is the Head of Customer Experience at Liquid I.V., where she has spent the past seven years leading customer support operations, CX technological innovation, voice of consumer data and analytics, and AEO/GEO initiatives. She brings nine years of experience in the direct-to-consumer subscription space, primarily across beauty, health, and wellness brands. At SubSummit 2026, her expertise centers on AI in customer experience, strengthening collaboration between CX and retention teams, improving the end-to-end subscription experience, and building loyalty programs that drive deeper customer engagement and long-term retention.
Connect with Domonique Brown:
LinkedIn: https://www.linkedin.com/in/domonique-brown-42229baa/
SubSummit will be in Kansas City, May 13-15, 2026
Attend SubSummit FOR FREE Here:
https://subsummit.com/hosted-merchant-meetings-program/
You can also register here: https://subsummit.com/tickets/
Book your meeting with Christopher George from SubSummit here:
https://meetings.hubspot.com/chris3306/linkedin-profile?uuid=0c103e97-4adc-4c16-bbe6-794c92ab9c61
About SubSummit:
SubSummit brings together thousands of executives and operators from established enterprises, direct-to-consumer, fast-growing startups, innovative tech companies, active investors, and more. These pioneers come from across a broad range of industries, including e-commerce, media, publishing, retail, streaming, SaaS, digital, automotive, and beyond.
From FabFitFun to Walmart+ to MasterClass, the world’s leading brands leverage SubSummit to remain catalysts in consumer engagement and product experiences.
Simply put, if you’re in subscription, membership, or recurring revenue, you’re at SubSummit.
Website: https://subsummit.com/
LinkedIn: https://www.linkedin.com/company/subsummit/
Instagram: https://www.instagram.com/sub_summit/
Show notes by Podcastologist: Hanz Jimuel Alvarez
Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.
View all episodes
By Doug SandlerIn a world where AI is transforming every part of commerce, this episode dives into how customer experience teams can use it to reduce churn, extend lifetime value, and build loyalty that actually lasts. Learn how a leading DTC brand experiments with AI, CX data, and retention flows to meet customers where they are and keep them coming back.
In this episode, Doug and Domonique Brown discuss:
- AI’s role in retention and post-purchase experience
- Turning voice-of-customer data into real-time CX improvements
- Understanding churn drivers beyond price and discounts
- Automating CX with chatbots while preserving human touch
- Experimentation and strategy for AI-first retention workflows
Key Takeaways:
- When brands obsess over front-end offers and ignore the post-purchase journey, churn rises and lifetime value drops.
- To truly own the customer experience, teams need shared success metrics and a steady drumbeat of customer data flowing across the organization.
- Relying on discounts as a catch‑all fix is a mistake; most cancellation attempts are rooted in UX friction, convenience issues, or lack of education—not just price.
- AI chatbots are ideal for handling high-volume, repeatable, time‑sensitive requests, which lets human agents focus on the nuanced, emotional, and complex situations where they add the most value.
- Whether you’re a fast-growing newcomer or a long‑established brand, you must keep experimenting with AI and iterating your systems to stay aligned with evolving customer behavior and expectations.
“No matter where you are as a brand, whether you are just getting started or whether you are a legacy brand, we're all in the same place. We're experimenting to learn and meet our customers wherever they are.” - Domonique Brown
About the guest, Domonique Brown:
Domonique Brown is the Head of Customer Experience at Liquid I.V., where she has spent the past seven years leading customer support operations, CX technological innovation, voice of consumer data and analytics, and AEO/GEO initiatives. She brings nine years of experience in the direct-to-consumer subscription space, primarily across beauty, health, and wellness brands. At SubSummit 2026, her expertise centers on AI in customer experience, strengthening collaboration between CX and retention teams, improving the end-to-end subscription experience, and building loyalty programs that drive deeper customer engagement and long-term retention.
Connect with Domonique Brown:
LinkedIn: https://www.linkedin.com/in/domonique-brown-42229baa/
SubSummit will be in Kansas City, May 13-15, 2026
Attend SubSummit FOR FREE Here:
https://subsummit.com/hosted-merchant-meetings-program/
You can also register here: https://subsummit.com/tickets/
Book your meeting with Christopher George from SubSummit here:
https://meetings.hubspot.com/chris3306/linkedin-profile?uuid=0c103e97-4adc-4c16-bbe6-794c92ab9c61
About SubSummit:
SubSummit brings together thousands of executives and operators from established enterprises, direct-to-consumer, fast-growing startups, innovative tech companies, active investors, and more. These pioneers come from across a broad range of industries, including e-commerce, media, publishing, retail, streaming, SaaS, digital, automotive, and beyond.
From FabFitFun to Walmart+ to MasterClass, the world’s leading brands leverage SubSummit to remain catalysts in consumer engagement and product experiences.
Simply put, if you’re in subscription, membership, or recurring revenue, you’re at SubSummit.
Website: https://subsummit.com/
LinkedIn: https://www.linkedin.com/company/subsummit/
Instagram: https://www.instagram.com/sub_summit/
Show notes by Podcastologist: Hanz Jimuel Alvarez
Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.