eCommerce Master Plan

eCommerce MasterPlan | 582: Driving Profits Through Customer Service with eDesk’s Gareth Cummings

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Gareth Cummings is the CEO at eDesk, the AI powered customer support helpdesk for eCommerce. Used by eCommerce stores around the world, their client CarParts.com has just been named in USA Today’s list of America’s Best Customer Service 2026. 

In this episode, Gareth explains how eCommerce brands can use customer service, AI, and automation to increase conversion rates, improve retention, and turn support teams into profit-driving growth engines. 

Hit PLAY to hear: 

  • How faster replies can lift conversion rates by 50–60%  
  • Why 30–40% of customer service queries happen before checkout  
  • The real reason 9–5 support is killing your evening and weekend sales  
  • How AI can handle half your support tickets without hurting CX  
  • Where customer service hides revenue leaks, return drivers, and product issues  
  • How top eCommerce brands turn support teams into profit creators, not cost centers  

    •  

    Key timestamps to dive straight in: 

    [03:25] “From Customer Service to CTO” 

    [07:08] Pre-Sales Engagement Trends Expand 

    [12:31] “AI, Automation, and Customer Focus” 

    [13:11] Customer Loyalty Flywheel Impact 

    [16:28] “Prioritizing Customer Experience Transformation” 

    [20:41] “Automating and Enhancing Customer Support” 

    [22:40] “Customer Service Empathy Practice” 

    [24:19] Listen to Gareth’s Top Tips! 

    [29:33] Episode sponsored by eDesk. To learn more, visit eDesk.com 

     

    Full episode notes here: https://ecmp.info/582 

     

    Episode sponsored by eDesk. To learn more, visit eDesk.com 

    —

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    WEBVTT

    00:00.031 –> 00:11.128

    [SPEAKER_02]: If you answer them quickly within minutes really, right, as opposed to errors, you can see the likelihood of a purchase off the back of that increases by like 50, 60% right, it really drives it up because again, I’m a home.

    00:11.709 –> 00:13.091

    [SPEAKER_02]: I’m a consumer interested in that product.

    00:13.131 –> 00:15.315

    [SPEAKER_02]: If I get my answer as quickly, back those two things.

    00:15.836 –> 00:19.782

    [SPEAKER_02]: It answers my question, but also builds on trust like this brand is responsive.

    00:19.822 –> 00:21.004

    [SPEAKER_02]: They engage quickly, right?

    00:21.084 –> 00:26.512

    [SPEAKER_02]: So it’s a psychological trust as well that you’re building right in terms of being responsive and giving accurate answers, right?

    00:26.532 –> 00:27.574

    [SPEAKER_02]: That’s important as well.

    00:29.933 –> 00:32.958

    [SPEAKER_00]: It’s the e-commerce master plan podcast.

    00:32.978 –> 00:37.044

    [SPEAKER_00]: Here to help you solve your marketing problems and grow your e-commerce business.

    00:37.585 –> 00:45.698

    [SPEAKER_00]: Cutting through the hive to bring you inspiration and advice from the e-commerce sector and beyond, here’s your host, Chloe Thomas.

    00:48.614 –> 00:49.856

    [SPEAKER_01]: Hello and welcome.

    00:49.876 –> 00:50.818

    [SPEAKER_01]: It’s great to have you here.

    00:50.898 –> 00:54.865

    [SPEAKER_01]: Thank you for hitting play and choosing to listen to one of our inspiring guests.

    00:54.986 –> 01:05.104

    [SPEAKER_01]: This is one of our master class episodes where we get an e-commerce expert on to the show to share the key things you need to know in one e-commerce subject.

    01:05.084 –> 01:19.683

    [SPEAKER_01]: And the subject for this one is customer service, not just how to deliver better customer service, although, of course, we get into that, but also how to turn your ops customer service activity into more of a profit center.

    01:19.783 –> 01:20.545

    [SPEAKER_01]: Bye.

    01:20.525 –> 01:32.245

    [SPEAKER_01]: sharing data between departments by helping your customer service team give higher quality responses to consumers by helping customers pre-purchase post-purchase and so on and so forth.

    01:32.265 –> 01:34.149

    [SPEAKER_01]: Really fascinating stuff we’re getting into here.

    01:34.189 –> 01:36.473

    [SPEAKER_01]: Lots of little nuggity bits as well as some big thoughts.

    01:36.994 –> 01:42.904

    [SPEAKER_01]: Make sure you listen to the end of the episode so you don’t miss out on my guest’s top tips and my own take on this episode.

    01:48.267 –> 01:50.329

    [SPEAKER_01]: And now to introduce our special guest.

    01:50.349 –> 01:53.393

    [SPEAKER_01]: Garath Cummings is the CEO at E-desk.

    01:53.413 –> 01:59.860

    [SPEAKER_01]: The AI powered customer support help desk for E-commerce, used by E-commerce stores around the world.

    02:00.240 –> 02:07.909

    [SPEAKER_01]: Their client carparts.com has just been named in USA Today’s list of America’s best customer service 2026.

    02:09.290 –> 02:10.091

    [SPEAKER_01]: Hello, Garath.

    02:10.592 –> 02:12.834

    [SPEAKER_02]: Chloe, thanks for having me on.

    02:12.854 –> 02:17.059

    [SPEAKER_02]: It’s great to be chatting to you today in Rayney, Dublin.

    02:17.292 –> 02:19.375

    [SPEAKER_01]: Yes, and coming to you from Rainy Cornwall, as well.

    02:19.395 –> 02:21.799

    [SPEAKER_01]: I believe we’re both suffering from the same storm.

    02:21.980 –> 02:25.766

    [SPEAKER_01]: But we spent far too long in the pre-court talking about the weather.

    02:25.786 –> 02:27.489

    [SPEAKER_01]: That’s let’s spare everybody.

    02:27.529 –> 02:30.173

    [SPEAKER_01]: Everybody that otherwise I’ll go off on one of our storms.

    02:30.754 –> 02:36.483

    [SPEAKER_01]: And very cool, getting your client up into the America’s best customer service list.

    02:36.523 –> 02:39.368

    [SPEAKER_01]: That must be a nice way to start the year.

    02:39.348 –> 02:40.229

    [SPEAKER_02]: Yeah, amazing.

    02:40.349 –> 02:44.514

    [SPEAKER_02]: Actually, the car parts, the calm have been a customer for us for quite a long time.

    02:44.574 –> 02:50.440

    [SPEAKER_02]: Actually, probably five, six years, great business based on the West Coast of the US, selling car parts.

    02:50.601 –> 02:59.491

    [SPEAKER_02]: Obviously, but you, huge business public units have been ran quite a while and yeah, be using us for customer support and have a significant team in terms of what they do.

    03:00.071 –> 03:07.920

    [SPEAKER_02]: And it’s always brilliant to see a customer using our platform, get recognized for what they’re doing in customer service.

    03:07.900 –> 03:12.649

    [SPEAKER_02]: ourselves and you’d ask such big believes in customers at the heart of your business, that’s how it should be.

    03:13.371 –> 03:14.312

    [SPEAKER_02]: So yeah, pretty cool.

    03:14.353 –> 03:19.222

    [SPEAKER_02]: My start to the year and great to see some of our customers getting some of the recognition in which they well deserve.

    03:19.883 –> 03:22.028

    [SPEAKER_01]: So let’s go back a bit from this year.

    03:22.068 –> 03:25.875

    [SPEAKER_01]: How did you end up in the world of e-commerce and customer service?

    03:26.007 –> 03:26.748

    [SPEAKER_02]: Yeah, absolutely.

    03:26.788 –> 03:31.335

    [SPEAKER_02]: Well, I guess, you know, my career, I’ve always worked in, I guess, tech startups.

    03:31.395 –> 03:33.759

    [SPEAKER_02]: That’s kind of what I’ve found myself landing in.

    03:34.039 –> 03:38.866

    [SPEAKER_02]: But it way back when I, you know, started off working in call centers, you know, when you’re first kind of starting out your career.

    03:39.367 –> 03:50.423

    [SPEAKER_02]: So, so I had a taste to customer service right at the beginning, and then kind of went off on my tech journey and worked in different tech startups, be it in banking and telecommunication and people and stuff like that.

    03:51.265 –> 03:55.491

    [SPEAKER_02]: But always had that

    03:55.471 –> 04:08.409

    [SPEAKER_02]: And then I met Ray Nolan, who’s the founder of our business, eight years ago actually did stay a little bit more, he was had lots of success and different business, which is hostile world and Skyscan earned, you know, be quite well known in the Irish and UK markets.

    04:08.769 –> 04:15.799

    [SPEAKER_02]: But he had been running this company and wanted me to come on board a CPL to run the products and technical part.

    04:16.280 –> 04:20.145

    [SPEAKER_02]: Madam for a coffee was actually Steven’s day or boxing day as you would call it.

    04:20.125 –> 04:35.989

    [SPEAKER_02]: So, so madam, in that morning, we kind of hit it off, and yeah, I joined the company, so that was my, by star, so my journey and in within E-desk and E-commerce, and since then I progress, so looked after product I’m tech, but then moved up into the sea overall, running on the old business.

    04:36.029 –> 04:39.855

    [SPEAKER_02]: So yeah, that’s, that’s how we end the aquarium today in terms of what I’m doing.

    04:40.375 –> 04:42.277

    [SPEAKER_01]: What an awesome journey to have gone on.

    04:43.258 –> 04:52.648

    [SPEAKER_01]: Given, you know, you’ve had those years of experience in the customer service base, deep in what the customer needs in the CTO role, and obviously still doing that now in the CTO role.

    04:52.928 –> 05:01.057

    [SPEAKER_01]: Have you seen what brands are looking for in their customer service needs in their customer service tech change in that time?

    05:01.797 –> 05:06.282

    [SPEAKER_01]: Is it evolving what they actually want in order to deliver the customer experience they want to?

    05:06.751 –> 05:07.232

    [SPEAKER_02]: Absolutely.

    05:07.272 –> 05:16.604

    [SPEAKER_02]: I think the biggest change which is consistent in e-commerce I think is just a multitude of channels where communications happening upon, and also where they’re selling upon, right?

    05:16.684 –> 05:25.015

    [SPEAKER_02]: So gosh even maybe six, seven years ago, you might have had brands who only sold on on the website, for example, and that was that was where they only sold, right?

    05:25.075 –> 05:28.540

    [SPEAKER_02]: But typically brands we see these days could be selling on the website.

    05:28.520 –> 05:33.389

    [SPEAKER_02]: to talk shop, you know, they might have a presence on the likes of the Instagram or or or meta or X.

    05:34.091 –> 05:40.243

    [SPEAKER_02]: They also might be setting some stock on marketplaces, which is Amazon or Walmart or what are European marketplaces.

    05:40.343 –> 05:45.533

    [SPEAKER_02]: So I think the biggest change on its consistent is just the acceleration of where

    05:45.513 –> 05:48.458

    [SPEAKER_02]: There’s both selling, but we’re also communication is happening, right?

    05:48.498 –> 05:52.085

    [SPEAKER_02]: So it’s no longer a one single channel or maybe two channels.

    05:52.145 –> 05:53.307

    [SPEAKER_02]: It’s a breath of channels.

    05:53.608 –> 05:55.551

    [SPEAKER_02]: And it’s all in terms of the channels are coming in.

    05:55.571 –> 06:07.032

    [SPEAKER_02]: It could be in terms of the email, but also the likes of chat, entry, kind of social messaging, these days of WhatsApp or SMS, such a broad range of places where people can communicate.

    06:07.012 –> 06:13.102

    [SPEAKER_02]: Our sales is consumers expect the same level of responsiveness and engagement across all those different locations.

    06:13.122 –> 06:17.148

    [SPEAKER_02]: So I think that has just exploded and continues every year.

    06:17.188 –> 06:19.612

    [SPEAKER_02]: It just continues to grow and grow and grow and grow.

    06:19.632 –> 06:26.843

    [SPEAKER_02]: So I think that’s that’s you know what I see in terms of our customers are brands what they have to deal with and that’s that’s something that continues to accelerate.

    06:27.295 –> 06:52.273

    [SPEAKER_01]: And presumably as it’s as the conversation as directed by the customer is expanding out from we have a form on the website, you know, go away but we have a form on the website and if you go to that form then you can speak to it kind of like we’re as the business we’re very in control and we’re really only going to talk to you if you’ve got a dispatch problem or a payment problem, you know, it’s very kind of technical staff.

    06:52.473 –> 07:07.815

    [SPEAKER_01]: Is it as we as it expands on to these more, not more salesy platforms, more interactive platforms like TikTok WhatsApp or the marketplace and all the rest of it is it becoming more of a pre-sale channel than a post sale channel.

    07:08.476 –> 07:09.437

    [SPEAKER_02]: Yeah, absolutely.

    07:09.457 –> 07:10.178

    [SPEAKER_02]: I think.

    07:10.681 –> 07:13.186

    [SPEAKER_02]: Again, if you went back a few years, it was probably more transactional.

    07:13.266 –> 07:17.012

    [SPEAKER_02]: As you say, you would have to deform in your website, you know, kind of post-ail.

    07:17.654 –> 07:19.016

    [SPEAKER_02]: Hit the form, get an answer back, right?

    07:19.036 –> 07:22.142

    [SPEAKER_02]: It was this kind of around purity around the post transaction.

    07:22.522 –> 07:30.257

    [SPEAKER_02]: But what we’re seeing more and more is that pre-says engagement in the fact for some brands, up to 30 to 40% off to actual queries coming in are pre-says queries.

    07:30.277 –> 07:32.200

    [SPEAKER_02]: So people are asking about,

    07:32.180 –> 07:43.390

    [SPEAKER_02]: you know, sizes or when it will be delivered or just different, especially, you know, around higher intent purchases, you know, so, so value purchases, right, people are going to ask more questions.

    07:43.410 –> 07:45.712

    [SPEAKER_02]: We’re going to engage more and more before they buy something.

    07:46.072 –> 07:49.855

    [SPEAKER_02]: So we see that more and more in terms of the message volume that’s coming in.

    07:50.075 –> 07:53.018

    [SPEAKER_02]: And that following can again, it can progress multiple different channels, right?

    07:53.078 –> 08:01.225

    [SPEAKER_02]: As you say, you know, social channels, you know, chat, you know, those social channels very much are engaging

    08:01.205 –> 08:14.326

    [SPEAKER_02]: That’s where you have people doing research, but also you have those impulse bodies, you know, we’re all the same, you’re, you know, you’re on your couch, on the in-eating order weekends, and you’re kind of browsing your phone, and you see someone on Instagram, or TikTok, whatever you’re, well, that’s kind of interesting, and it’s that impulse boy.

    08:15.087 –> 08:21.137

    [SPEAKER_02]: And that’s where, you know, you’ve been there as a brand to engage with that impulse boy, is really, really important because

    08:21.117 –> 08:28.287

    [SPEAKER_02]: in that moment where I’m thinking of a person in your product and if you can’t respond to me in that moment, you might use that window.

    08:28.307 –> 08:48.154

    [SPEAKER_02]: And we see that again, time is time with what our stats, that if you don’t engage quickly in those pre-sales queries, especially outside of those, obviously if you’re in a business space in the UK and you’re people working one of the Friday, 95, you know, your shepherds window is don’t align with those times, and that’s why you need to be able to engage with your

    08:48.134 –> 08:56.493

    [SPEAKER_02]: which your potential customers turn those evenings will be cans as well because they’re core hours where people are purchasing or, you know, thinking they’re purchasing.

    08:56.513 –> 08:59.359

    [SPEAKER_02]: So yeah, you have to be insured that they’re kind of in those places as well.

    08:59.795 –> 09:14.255

    [SPEAKER_01]: I always find it, you know, my career starts stuff in the world of mail order where you could, you know, to a certain extent get away with the nine to five phone lines because most people back at that point in time would place the orders on a Monday morning when they got to work by phone.

    09:14.656 –> 09:23.608

    [SPEAKER_01]: But now, if you’ve got ads running 24-7 on Facebook or TikTok or wherever it might be, to have shut your call center.

    09:23.588 –> 09:24.692

    [SPEAKER_01]: at 5 p.m.

    09:24.953 –> 09:35.067

    [SPEAKER_01]: When we know there’s a spike in orders that happens around the eight nine o’clock mark, it’s kind of, you know, immediately giving cash away because of a logistics manpower,

    09:35.249 –> 09:41.456

    [SPEAKER_02]: Yeah, I mean, that’s exactly just like, again, you’ve got to think of your consumers who might be on different time zones as well, right?

    09:41.476 –> 09:43.738

    [SPEAKER_02]: You were coming to your website or to your page, right?

    09:43.758 –> 09:45.880

    [SPEAKER_02]: And might necessarily be in the same time zone that you’re in as well, right?

    09:45.900 –> 09:49.384

    [SPEAKER_02]: So you have that at play as well, because you’re selling globally, generally, right?

    09:49.765 –> 09:53.809

    [SPEAKER_02]: So yeah, if you think about kind of shooting that shop window, it’s kind of like your shop windows.

    09:54.450 –> 09:58.714

    [SPEAKER_02]: It’s like having your shop open 24 by seven, but only staffed during certain periods of time, right?

    09:58.754 –> 10:01.097

    [SPEAKER_02]: You kind of think of that as like, yeah, it doesn’t make sense.

    10:01.157 –> 10:04.260

    [SPEAKER_02]: And again, we see it from our day to time and time again.

    10:04.240 –> 10:07.868

    [SPEAKER_02]: You know, you’ve kind of got a short win, no towns or those pre-sats questions.

    10:07.948 –> 10:18.350

    [SPEAKER_02]: You know, if you answer them quickly within, you know, within minutes ready, right, as opposed to errors, you can see the conversion that the likelihood of a purchase after the back of that increases by like 50, 50 percent, right?

    10:18.370 –> 10:21.456

    [SPEAKER_02]: It really drives it up because, again, I’m a home.

    10:21.436 –> 10:31.491

    [SPEAKER_02]: I’m a consumer interested in that product if I get my answer as quickly, because in fact, those two things, it answers my question, but it also builds on trust like this brand is responsive they engage quickly, right?

    10:31.511 –> 10:38.061

    [SPEAKER_02]: So so it’s it’s a psychological trust as well that you’re building right in terms of being responsive and giving accurate answers, right?

    10:38.081 –> 10:38.862

    [SPEAKER_02]: That’s important as well.

    10:39.242 –> 10:45.672

    [SPEAKER_02]: So again, that really drives up the likelihood of of myself purchasing off you and and also can help.

    10:45.905 –> 10:52.235

    [SPEAKER_02]: in terms of, you know, if I do have questions around delivery or our sizes and stuff like that, but get them answered first, right?

    10:52.535 –> 10:55.460

    [SPEAKER_02]: But also kind of decreases the likelihood that I’m going to return on a product, right?

    10:55.480 –> 11:00.528

    [SPEAKER_02]: It helps, you know, we think of conversion, but it also helps in terms of post-sad, right?

    11:00.548 –> 11:11.084

    [SPEAKER_02]: Because I’ve got someone else questions answered upfront, and I know, so kind of it plays two key roles in terms of helping in terms of overall kind of customer buying cycle, which is really, really important.

    11:11.124 –> 11:13.768

    [SPEAKER_02]: So yeah, those are evenings, those weekends,

    11:13.748 –> 11:23.318

    [SPEAKER_02]: They’re really important in terms of brands and being there and being engaged, which are customers, you know, and we all expect, you know, for all, we’re also tied to our phones these days.

    11:23.659 –> 11:24.520

    [SPEAKER_02]: It’s not just Gen Z, right?

    11:24.540 –> 11:25.020

    [SPEAKER_02]: It’s everyone.

    11:25.060 –> 11:27.042

    [SPEAKER_02]: But so we all expect, right?

    11:27.062 –> 11:33.650

    [SPEAKER_02]: We’re not in phones, we expect that kind of response to this, we expect that to happen, because that’s how we’re all getting more and more aware, right?

    11:33.770 –> 11:36.933

    [SPEAKER_02]: So it’s important that, yeah, he was a brand engaged in that way as well.

    11:37.814 –> 11:43.300

    [SPEAKER_01]: So do you think with all these these changes, we’re saying that

    11:43.448 –> 11:58.420

    [SPEAKER_01]: in customer service as not just an ops cost line I suppose but more as a profit creator for the business is that a switch you’re seeing maybe just the more enlightened brands making at the moment but do you think that that’s a switch that’s happening in the industry?

    11:58.653 –> 12:02.561

    [SPEAKER_02]: Yeah, I’m hearing it more and more like, I just think back to this year of the difference.

    12:03.423 –> 12:12.283

    [SPEAKER_02]: Confidence of the action, you know, you go to different e-commerce events and, you know, you’re listening to brands speak and, you know, in terms of what they’re saying and what’s important to them.

    12:12.944 –> 12:17.995

    [SPEAKER_02]: And you’re hearing the time time again in terms of customers and conversations.

    12:17.975 –> 12:24.650

    [SPEAKER_02]: on the human element and representing their brand and being consistent and stuff like community, right, and all these things.

    12:24.911 –> 12:28.038

    [SPEAKER_02]: And that’s all centered around the customer, right?

    12:28.278 –> 12:33.570

    [SPEAKER_02]: I mean, it’s, it’s this kind of, you know, parallel world, right, of ZBF, AI and the, and that.

    12:33.550 –> 12:41.600

    [SPEAKER_02]: the race in terms of automation, and that plays a very important role in, you know, in terms of our product itself, that plays a very significant role and I can play a hand in your business.

    12:41.660 –> 12:45.945

    [SPEAKER_02]: But this is the piece around the customer and how you treat the customer and how you engage with customer.

    12:45.965 –> 12:48.928

    [SPEAKER_02]: And that’s still at the core of of any business.

    12:49.189 –> 12:56.858

    [SPEAKER_02]: I’m here more and more in terms of brands like it’s, you know, it’s harder than ever to acquire customers like it’s it’s more costly, it’s more competition.

    12:56.838 –> 13:05.060

    [SPEAKER_02]: You know, margins of being squeezed, your tariffs, you know, it’s never at all moment in the e-commerce as I always felt like it was always these different things going on.

    13:05.160 –> 13:08.008

    [SPEAKER_02]: So, you know, the customers that you have, right?

    13:08.389 –> 13:11.197

    [SPEAKER_02]: It’s important that you draw a repeat business off the end.

    13:11.217 –> 13:13.142

    [SPEAKER_02]: I think of that kind of flywheel where

    13:13.122 –> 13:19.073

    [SPEAKER_02]: you know, you acquire customer, you know, you give them good service, they leave a positive review, which drives more revenues.

    13:19.314 –> 13:20.256

    [SPEAKER_02]: That’s liable effect.

    13:20.676 –> 13:25.826

    [SPEAKER_02]: And also, you have, you know, what we think of you’ve always peep business selling online or reviews online, which is a massive part of it.

    13:26.367 –> 13:29.393

    [SPEAKER_02]: But you can, in the case, the offline impact as well, right?

    13:29.413 –> 13:35.805

    [SPEAKER_02]: Because you all know what if we have a negative experience, we tell our family, we tell our friends, we tell our coworkers, we tell our neighbors,

    13:36.173 –> 13:37.594

    [SPEAKER_02]: You know, you tell everyone, right?

    13:37.634 –> 13:39.676

    [SPEAKER_02]: So, so there’s that impact as well, which you can’t negate.

    13:39.797 –> 13:41.618

    [SPEAKER_02]: So, so I think more more.

    13:41.658 –> 13:43.620

    [SPEAKER_02]: I think it’s, you know, I’m hearing more.

    13:43.660 –> 13:44.041

    [SPEAKER_02]: I’m even left.

    13:44.081 –> 13:47.844

    [SPEAKER_02]: I was asked the NRF there in New York just there at the beginning of January.

    13:48.745 –> 13:53.230

    [SPEAKER_02]: Again, it was coming up from all the brands from all the people in terms of that.

    13:53.690 –> 14:02.238

    [SPEAKER_02]: It’s coming more and more important because if you can grow that ballty, if you can drive that repeat business, that gives just a better flyable effect, right?

    14:02.258 –> 14:04.020

    [SPEAKER_02]: So I think I think it’s becoming

    14:04.000 –> 14:08.408

    [SPEAKER_02]: Yeah, and I, you know, if you come back to the joins of e-commerce Amazon, right?

    14:08.448 –> 14:16.983

    [SPEAKER_02]: There wouldn’t have a core issue principles from the very start and still to just stay as, you know, the customer obsession is putting the customer at the heart of what they do in every decision.

    14:17.624 –> 14:20.429

    [SPEAKER_02]: And I often think, you know, that’s, that’s Amazon, the giant, right?

    14:20.449 –> 14:21.851

    [SPEAKER_02]: So it’s, and they still have that today.

    14:21.931 –> 14:29.164

    [SPEAKER_02]: So I think that’s an important lesson for any kind of e-commerce brown or set or held there, that’s really important that you put the customer at the heart of your business.

    14:29.752 –> 14:45.547

    [SPEAKER_01]: So those that you’re seeing successfully put the customer at the heart of it and successfully, I guess reintegrate, revive their customer service team and their customer service systems to provide that better level of support, that better mindset for support.

    14:45.807 –> 14:48.470

    [SPEAKER_01]: How are you seeing them going about doing it?

    14:48.650 –> 14:50.192

    [SPEAKER_01]: Is it a text acting?

    14:50.352 –> 14:51.853

    [SPEAKER_01]: Is it a leadership thing?

    14:51.873 –> 14:53.795

    [SPEAKER_01]: Is it a budget thing?

    14:53.835 –> 14:59.100

    [SPEAKER_01]: What is it that makes the shift from?

    14:59.772 –> 15:00.777

    [SPEAKER_02]: Yes, good question.

    15:00.817 –> 15:06.829

    [SPEAKER_02]: I think the first thing, it does need to come from leadership or from, you know, you believe not because

    15:07.163 –> 15:13.351

    [SPEAKER_02]: You know, that has to be driven trail to business then in terms of how you operate and how you think about the customer and how you operate around that.

    15:13.391 –> 15:18.177

    [SPEAKER_02]: So I think that’s very important because ultimately that’s where it’s driven from the business.

    15:18.197 –> 15:25.386

    [SPEAKER_02]: And from there, then you can start to look at stuff like the platforms and the processes and the procedures that you’re in place to ensure that you’re doing the right things.

    15:25.987 –> 15:32.175

    [SPEAKER_02]: You know, I spoke a bit of a human which is still very important, but probably that’s where stuff like AI and platforms can play a real role because

    15:32.425 –> 15:50.430

    [SPEAKER_02]: You know, within our own platform, what we need to ask, you can use AI’s automation, you know, up to kind of 50, 60% you know, it to think of e-commerce queries that come in, there’s a lot of repetitive queries that come in and be it where’s my order or, you know, even returns or, you know, one in invoice, even the comes to pre-sales.

    15:50.951 –> 15:57.640

    [SPEAKER_02]: There’s a lot of common questions there that, you know, people want to know in terms of your delivery patterns about sizes, but you have stuff in stock.

    15:57.620 –> 16:04.696

    [SPEAKER_02]: So, where you can use stuff like, you know, AI would need us because you can use it to connect with your product feeds, you can connect with your product catalog.

    16:05.337 –> 16:11.110

    [SPEAKER_02]: So, your AI is able to answer those questions in real time, in any language, you know, 24, 7.

    16:11.712 –> 16:16.843

    [SPEAKER_02]: Those are a pair of queries can be automated and they give it a very good response, they give it an accurate answer.

    16:16.823 –> 16:41.430

    [SPEAKER_02]: You know, consumers are happy to engage because they’re getting the answers to want and then that allows your humans within the customer part of the business to focus more on high value conversations are more complex issues so they have the time that right to handle a VIP customer, for example, I make sure they’re getting, you know, if they have an issue they get the attention they need it gets sort of quickly they get that care that’s needed so they can deal with more complex issues.

    16:41.410 –> 16:45.675

    [SPEAKER_02]: they can, you know, deal with escalations, they can deal with the high value customers.

    16:46.215 –> 16:55.085

    [SPEAKER_02]: And then, again, that’s just needs a better experience because if I’m a new customer engaging, I’m some pre-search questions, I get the answers quickly, accurately, in my native language.

    16:55.546 –> 17:07.519

    [SPEAKER_02]: And then, as a researcher of business, if I have some complex issues, I get to deal with a rare human who engages me, who has the time to respond and, you know, the time to treat me as, as, as it should be for you as a customer.

    17:07.499 –> 17:08.941

    [SPEAKER_02]: So I think that’s key.

    17:09.021 –> 17:14.811

    [SPEAKER_02]: So yeah, start with leadership in terms of going, yeah, this is kind of, this is an area for us to transform.

    17:14.991 –> 17:27.410

    [SPEAKER_02]: I’m quite often, it’s an on-top area because, you know, it’s, again, obviously for understandable reasons, it’s just often so much focus on how we’re going to acquire new customers, like what marketing campaigns are we running?

    17:28.432 –> 17:33.540

    [SPEAKER_02]: I’d spend, you know, it’s all, there’s a lot of focus on a business in that area and rightly so, but,

    17:33.520 –> 17:38.127

    [SPEAKER_02]: There’s a real untapped area here in terms of revenue, and we’ve seen it with our own customer race time and time again.

    17:38.488 –> 17:44.578

    [SPEAKER_02]: When they put focus on this area, they can increase conversion on the pre-sales, they get happier customers, they get more reviews.

    17:45.519 –> 17:52.550

    [SPEAKER_02]: It just creates that fly with effect, and they can see over time at, hey, a repeat business is going on, which is a really key metric, right?

    17:52.570 –> 17:57.418

    [SPEAKER_02]: In terms of that, we’re getting repeat customers, our RTV value of our customers is driving up.

    17:57.398 –> 18:04.650

    [SPEAKER_02]: So, you know, there’s always a lot of focus in e-commerce businesses on, you know, on the marketing side, growth, conversion.

    18:05.130 –> 18:07.594

    [SPEAKER_02]: This is a real long tap area and we see this time and time again.

    18:07.654 –> 18:12.222

    [SPEAKER_02]: So, when you start to put a bit of focus in this area, some ways easy wins, right?

    18:12.282 –> 18:15.347

    [SPEAKER_02]: That can really add to that growth flywheel.

    18:15.667 –> 18:17.550

    [SPEAKER_02]: And you can do it in

    18:17.530 –> 18:19.294

    [SPEAKER_02]: you know, an economical way as well, right?

    18:19.334 –> 18:24.265

    [SPEAKER_02]: It’s not a case that that you have to maybe somewhat of marking a range that’s put a lot of spin or budget.

    18:24.706 –> 18:30.700

    [SPEAKER_02]: There’s things you can do smartly, which will drive, drive up your growth and drive up your profitability as well, I was going to drive it up a few business.

    18:31.421 –> 18:36.653

    [SPEAKER_01]: It strikes me as one of the immediate things to do would be to set the AI.

    18:37.628 –> 18:37.928

    [SPEAKER_01]: up.

    18:38.129 –> 18:39.691

    [SPEAKER_01]: I was going to say, set the AI loose.

    18:39.711 –> 18:41.274

    [SPEAKER_01]: I’m not quite sure that’s the right phrase to use.

    18:41.594 –> 18:49.266

    [SPEAKER_01]: But you know, you set the AI up to deal with those, you know, what’s usually the bulk of the inquiries that are coming in, which is where is my parcel?

    18:49.326 –> 18:50.588

    [SPEAKER_01]: When’s my parcel going to arrive?

    18:50.668 –> 18:51.249

    [SPEAKER_01]: Can I return?

    18:51.269 –> 19:05.712

    [SPEAKER_01]: You know, all that kind of like simple stuff that’s fully data driven, take the pressure off your team, run it 247 if you don’t actually have team running 247 and maybe 50% of those 8 p.m. calls we were talking about earlier will get picked up nice and quickly.

    19:05.692 –> 19:22.570

    [SPEAKER_01]: But then presumably the next thing is to start training and supporting your customer service team at that point is that the next thing to do, if we want to and we’ve got the leadership buy and we’ve got this decision, we’re going to be improving this area of the business, would that be your next step after implementing the AI?

    19:22.803 –> 19:52.540

    [SPEAKER_02]: absolutely uninvesting and then because you kind of take off pressure off right in terms of so so then then it’s okay now we’re going to get our customer facing team focusing on the things we want to focus on on so that’s you know we can upskill them we can invest in training they can also you know invest in terms of making sure that the automation is working as a should be so that that is running as well and then again in terms of where they can add value to the distance right so where can they come in an help in terms of with the growth narrative also you

    19:52.520 –> 19:57.747

    [SPEAKER_02]: It’s a really untapped area in terms of listens to the feedback that’s coming from your customers, right?

    19:57.847 –> 20:00.170

    [SPEAKER_02]: Like true to customer service team, right?

    20:00.250 –> 20:01.572

    [SPEAKER_02]: I mean, again, all these things, right?

    20:01.612 –> 20:13.046

    [SPEAKER_02]: But like quite often we found, and again, you know, you can use products like E-rested to unpick some of this information, but you might have a high selling product, but actually that’s driving a lot of negative reviews in a high level of returns.

    20:13.307 –> 20:16.671

    [SPEAKER_02]: You know, you use supplies sometimes like this and don’t aren’t aware of this, actually.

    20:16.938 –> 20:20.428

    [SPEAKER_02]: So it was on your top line that you’re coming on.

    20:20.448 –> 20:22.273

    [SPEAKER_02]: Yeah, this is a great setting ski or product item.

    20:22.293 –> 20:23.155

    [SPEAKER_02]: It’s going really well.

    20:23.577 –> 20:27.828

    [SPEAKER_02]: When you kind of look on your liver, you’re like, oh, actually, this is not performing as it was.

    20:27.849 –> 20:29.433

    [SPEAKER_02]: And it’s actually hurting, this is a business, right?

    20:29.834 –> 20:31.960

    [SPEAKER_02]: So it’s, you know, by

    20:31.940 –> 20:51.417

    [SPEAKER_02]: given your time to your customer service team to be able to give that feedback back to the business or identify those issues and you know that’s the feedback group within the business as well that’s not always there that’s not always coming back so you discover these these things or these national problems in the business and that allows you to improve things all the time so rather than

    20:51.397 –> 20:57.984

    [SPEAKER_02]: the support team just, you know, frankly trying to deal with the crews are coming in, go automate that piece, you automate the 24-7 piece.

    20:58.424 –> 21:01.167

    [SPEAKER_02]: Again, that raises your buyer customer service immediately, right?

    21:01.287 –> 21:06.813

    [SPEAKER_02]: All of a sudden, you’re offering 24-7 support, multi-lingual as well, right by using AI, right, can answer now.

    21:07.093 –> 21:12.559

    [SPEAKER_02]: And then, again, then all of a sudden, you’re starting to tap into that knowledge that the customer service team has, right?

    21:12.579 –> 21:15.362

    [SPEAKER_02]: That they know about your customers, that your products,

    21:15.342 –> 21:26.010

    [SPEAKER_02]: You know, different things that happen in the business, that’s a really, you know, on tap area that you can delve into and you can stare at a kind of learn more about your business and then yeah, feed that back in and see what improvements you can make, you know.

    21:26.598 –> 21:30.464

    [SPEAKER_01]: It’s quite the mindset shift almost across the whole business.

    21:30.564 –> 21:44.005

    [SPEAKER_01]: I think I mentioned to you before that back when I worked brand-side, we were on the same floor of the building with not actually a door between us buying merchandise and I was in marketing and the customer service team.

    21:44.646 –> 21:48.452

    [SPEAKER_01]: But they were kind of through a tiny bit of corridor around the corner.

    21:48.472 –> 21:50.175

    [SPEAKER_01]: And we never went down there.

    21:50.155 –> 22:09.919

    [SPEAKER_01]: You know, it was kind of ridiculous who never went down to see to get any feedback from them to this and into calls or anything, but at the same time, they were prided themselves on finding work around for the problems we caused them rather than going Chloe, there’s a problem with this code that you’ve set up.

    22:10.519 –> 22:11.340

    [SPEAKER_01]: Can you fix it?

    22:11.400 –> 22:12.762

    [SPEAKER_01]: No, we’ll find a work around.

    22:12.782 –> 22:19.470

    [SPEAKER_01]: You know, it’s like this, this problem solving pride was actually, you know,

    22:19.450 –> 22:26.440

    [SPEAKER_01]: You know, they just get very good at dealing with the customers who’ve got this problem item, but not feeding it back to the buying and merchandising team who are probably buying more of it.

    22:27.101 –> 22:31.648

    [SPEAKER_01]: And it all who might be able to fix the fact that the buttons fall off or whatever it might be.

    22:31.708 –> 22:35.473

    [SPEAKER_01]: So I think it’s a whole kind of culture thing in some ways.

    22:35.553 –> 22:40.260

    [SPEAKER_01]: I mean, you know, you make these steps and it’s all going to improve, but you’ve also got to tackle the people in the culture.

    22:40.409 –> 23:05.623

    [SPEAKER_02]: Yeah, absolutely, like, a big believer in this ourselves, but like even around business, but like, you know, one week a year, you actually assist no matter what kind of position you’re in, sit and eat work in customer service because you just be surprised about what you hear, what your customer’s feedback to you, you just push it in there in terms of what, what that team is actually dealing with day to day, you know, because, you know, if you’re working on support, you’re an excellent problem solver, you’re, that’s in your DNA, right?

    23:05.603 –> 23:11.994

    [SPEAKER_02]: So that’s what, you know, you can default to, but yeah, so in terms of even just having that piece connected to your business.

    23:12.074 –> 23:15.821

    [SPEAKER_02]: I mean, they’re interacting with your customers every single day, right?

    23:15.881 –> 23:19.246

    [SPEAKER_02]: And again, come and back to what Core belief if the customers are at the heart of your business, right?

    23:19.587 –> 23:21.029

    [SPEAKER_02]: They’re hearing that every single day.

    23:21.110 –> 23:22.532

    [SPEAKER_02]: So they’re, you know,

    23:22.512 –> 23:27.658

    [SPEAKER_02]: Especially in the area where you can get such grey feedback, it back into the business of what’s working and what’s not working.

    23:28.138 –> 23:33.304

    [SPEAKER_02]: And then again, just sometimes there is really simple things that can be fixed in the business, right?

    23:33.344 –> 23:36.508

    [SPEAKER_02]: It’s just that the rest of the business is not aware that they’re going on, right?

    23:36.548 –> 23:40.453

    [SPEAKER_02]: So as you say, it could be a very simple thing that’s, hey, yeah, we can get, you know, that’s it.

    23:40.513 –> 23:41.834

    [SPEAKER_02]: Does the defect in that predictor product?

    23:41.854 –> 23:43.616

    [SPEAKER_02]: That’s actually we can get that solved, right?

    23:43.816 –> 23:47.581

    [SPEAKER_02]: Or maybe we’re having a problem with a particular carrier who’s doing very recently.

    23:47.601 –> 23:51.405

    [SPEAKER_02]: You know, sort of things that are actually operation can be fixed quite easily.

    23:51.385 –> 23:53.468

    [SPEAKER_02]: But it’s just making sure that they’re connected to the business.

    23:53.488 –> 24:17.764

    [SPEAKER_00]: So I think that’s, you know, if you want to put your customer at the heart of business, then you should be put in, yeah, your customer’s port at the heart of the business as well.

    24:20.005 –> 24:25.753

    [SPEAKER_01]: Okay, I love this section because it gives me and I’ll list us some really quick ideas for taking up businesses to the next level.

    24:25.813 –> 24:27.495

    [SPEAKER_01]: Garth are you ready for the top tips?

    24:28.036 –> 24:28.516

    [SPEAKER_02]: I’m ready.

    24:28.576 –> 24:28.837

    [SPEAKER_02]: Yes.

    24:29.317 –> 24:29.758

    [SPEAKER_01]: Excellent.

    24:29.938 –> 24:31.360

    [SPEAKER_01]: Okay, the book top tip.

    24:31.460 –> 24:38.790

    [SPEAKER_01]: If everyone listening to this podcast agreed to take Friday off and read a book to make their business better, which book would you recommend?

    24:39.226 –> 24:44.816

    [SPEAKER_02]: Yeah, this one’s a bit of a classic, but I still read from time to time, so it’s held when friends and influence people by their Carnegie.

    24:44.976 –> 24:48.622

    [SPEAKER_02]: I read it many, many years ago for the first time, but I’ve read it multiple times.

    24:48.702 –> 24:49.564

    [SPEAKER_02]: I think it holds true.

    24:49.624 –> 24:52.729

    [SPEAKER_02]: Anani type of business, right in terms of how you, you know, holds me.

    24:53.410 –> 24:54.552

    [SPEAKER_02]: Businesses are still the people, right?

    24:54.572 –> 24:56.736

    [SPEAKER_02]: So it’s how you deal with people and how you react certain things.

    24:56.836 –> 25:00.863

    [SPEAKER_02]: So yeah, that would be, that would be my book recommendation if you’re going to take a Friday off.

    25:01.214 –> 25:08.665

    [SPEAKER_01]: You know, I reckon if you were going to do a family tree of business books, they would all eventually leave back to Delco need you.

    25:08.685 –> 25:12.271

    [SPEAKER_01]: It’s like, you know, you can kind of read it and go, oh yeah, that’s a bit of that one.

    25:12.471 –> 25:13.232

    [SPEAKER_01]: That’s a bit of that one.

    25:13.252 –> 25:14.094

    [SPEAKER_02]: Yeah, yes.

    25:14.434 –> 25:15.997

    [SPEAKER_02]: It’s kind of the original, yes.

    25:16.477 –> 25:18.861

    [SPEAKER_01]: Yeah, the original and possibly the best.

    25:19.442 –> 25:26.833

    [SPEAKER_01]: So, great, great, terrific top tip, which marketing method do you either prize above all others or think doesn’t get the press it deserves.

    25:27.337 –> 25:49.227

    [SPEAKER_02]: Yeah, I think just clarity in terms of we are, like, say the same thing consistently, you know, to clear audience, just be consistent, like we all can get up and get caught up in tactics and, you know, different things we can we can try and do and they have a place, right, don’t don’t can be wrong.

    25:49.358 –> 25:52.544

    [SPEAKER_02]: you know, just how they reach out to their audience, so like that.

    25:52.624 –> 25:58.795

    [SPEAKER_02]: And it’s just ensuring that you have carry in that, you know, what you’re trying to say, that’s important as well, sometimes that can be very make.

    25:58.815 –> 25:59.015

    [SPEAKER_02]: Right.

    26:00.117 –> 26:00.438

    [SPEAKER_01]: Yeah.

    26:00.458 –> 26:04.585

    [SPEAKER_02]: That’s easier said in some months, but like trying to sit down and understand, actually, what do we want to say?

    26:04.685 –> 26:05.667

    [SPEAKER_02]: What do we want to represent?

    26:05.947 –> 26:07.690

    [SPEAKER_02]: Alright, take some time to really nail that.

    26:08.051 –> 26:10.375

    [SPEAKER_02]: And then make sure you’re consistently saying that across.

    26:10.535 –> 26:12.058

    [SPEAKER_02]: I think that’s, that’s important.

    26:12.443 –> 26:31.515

    [SPEAKER_01]: I mean, so important for the customer and for the success of your business, but also so important for getting AI to talk about you correctly and be found, I mean, because the the LLMs and the AI they are taking the sum of all the parts they can find about you and if they find stuff that doesn’t matter what you want it to say.

    26:31.698 –> 26:32.499

    [SPEAKER_01]: It’s not going to go well.

    26:32.920 –> 26:33.641

    [SPEAKER_02]: Oh, and they don’t care.

    26:33.681 –> 26:35.183

    [SPEAKER_02]: They’re just going to serve for subtle, right?

    26:35.403 –> 26:39.749

    [SPEAKER_02]: So someone’s searching and chatting to be or whatever, they’ll tune in and then they’re going, so yeah.

    26:39.769 –> 26:45.837

    [SPEAKER_02]: So that kind of, like, kind of, as we call it, customer engagement or, you know, across different shops, you need to be consistent, right?

    26:45.877 –> 26:50.604

    [SPEAKER_02]: Because if you’re saying different things in different places, these days it’s going to, it’s going to serve for, and it’s yeah.

    26:50.944 –> 26:52.746

    [SPEAKER_02]: Yeah, it’s a thing, absolutely.

    26:53.327 –> 26:56.111

    [SPEAKER_01]: Yeah, all this would be typing in, what, what does AI know?

    26:56.231 –> 26:57.092

    [SPEAKER_01]: Oh, what?

    26:57.112 –> 27:00.557

    [SPEAKER_01]: I didn’t, we haven’t done that for 20 years.

    27:00.689 –> 27:01.892

    [SPEAKER_02]: Rack, yes.

    27:01.912 –> 27:03.877

    [SPEAKER_01]: It’s yeah, consistency is good.

    27:04.739 –> 27:14.665

    [SPEAKER_01]: The talk tip, maybe a collaboration tool, a social media plug in a phone up or just a way of working, is there a call little tool you use that makes you and your team more efficient from day to day?

    27:15.016 –> 27:18.740

    [SPEAKER_02]: I’m going to talk the way you’re working, actually, because you adopt a system called EOS.

    27:18.861 –> 27:28.372

    [SPEAKER_02]: Does a book called Traction, which kind of people interest and get the book, but essentially, EOS is an operating system for businesses, which are 250 people or less.

    27:28.392 –> 27:38.204

    [SPEAKER_02]: So entrepreneur or type businesses, we’re looking for clear ownership, better execution, fewer meetings, EOS is essentially is an operating system that you can adopt.

    27:38.244 –> 27:39.285

    [SPEAKER_02]: And it’s very structured.

    27:39.305 –> 27:40.146

    [SPEAKER_02]: And it’s

    27:40.126 –> 27:50.485

    [SPEAKER_02]: has a riddle in the cadence, but we’ve adopted it here for a successfully, but I also think it works for, you know, it will work across, you know, smarter business that are running at pace in one execute.

    27:51.005 –> 27:53.530

    [SPEAKER_02]: It kind of gives it a good framework and a good methodology.

    27:53.550 –> 28:01.965

    [SPEAKER_02]: So yeah, it does a book called Traction, if anybody’s interested or you put a new tube, you get a two minute overview, but yeah, it’s well, well, we’re to look if you’re interesting, that clip was thing.

    28:02.452 –> 28:13.052

    [SPEAKER_01]: nice, always like a way of working, instead of necessarily a tactile and this tip, the carbon top tip, what’s your favourite way to reduce the carbon footprint of an e-commerce store?

    28:13.842 –> 28:14.423

    [SPEAKER_02]: Yeah, absolutely.

    28:14.443 –> 28:19.008

    [SPEAKER_02]: I think returns are the main of most brands or e-commerce sellers online.

    28:19.108 –> 28:27.058

    [SPEAKER_02]: So a big area to kind of focus on is you can reduce on necessary returns, because that obviously has an octane pack from a carbon point of view, but also to your business.

    28:27.459 –> 28:30.462

    [SPEAKER_02]: And I come back to what we spoke with the start in terms of presales.

    28:30.543 –> 28:37.932

    [SPEAKER_02]: If you can ask those queries upfront before someone purchases, again, we see for our data that we actually reduces the number of returns you would get.

    28:38.292 –> 28:42.297

    [SPEAKER_02]: So again, if you can focus enough as, you know, to fold the impact for your business in terms of

    28:42.277 –> 28:47.563

    [SPEAKER_02]: can have a good carbon impact, but also helps your business in terms of what everything that goes with that.

    28:47.603 –> 28:50.346

    [SPEAKER_02]: So yeah, two for one there in terms of that here, I guess.

    28:51.007 –> 28:55.892

    [SPEAKER_01]: Yeah, the remarkable idea of selling the customer the right product in the first place.

    28:57.895 –> 29:09.027

    [SPEAKER_02]: You mentioned, I know, but I think, you know, if you can if you can help and folk, and again, you know, by engaging little better there and on help, that has a good positive knock and impact the app as a big impact from a carbon point of view as well.

    29:09.243 –> 29:19.796

    [SPEAKER_01]: huge impact in delivery, complexity, team time, and of course what happens to the product at the end because that’s probably one of the biggest carbon issues at all.

    29:19.816 –> 29:22.520

    [SPEAKER_01]: So a top recommendation there, guys.

    29:22.860 –> 29:33.934

    [SPEAKER_01]: Now before we say goodbye, please please please let the audience know where they can find you and E-desk if they want to get in touch and find out how you could help them turn their customer

    29:34.032 –> 29:36.335

    [SPEAKER_02]: Absolutely, if you just head on over to edes.com.

    29:36.776 –> 29:38.339

    [SPEAKER_02]: It’s a nice, easy URL to remember.

    29:38.379 –> 29:39.200

    [SPEAKER_02]: So you get everything there.

    29:39.260 –> 29:40.482

    [SPEAKER_02]: You can get in touch with her.

    29:41.203 –> 29:45.229

    [SPEAKER_02]: Say as folk or book a demo or have a look at our site and see what we do and kind of browse around.

    29:45.269 –> 29:46.351

    [SPEAKER_02]: We’ve been interactive to demo there.

    29:46.371 –> 29:47.352

    [SPEAKER_02]: So you can have a look at the product.

    29:47.372 –> 29:55.905

    [SPEAKER_02]: So yeah, edes.com for more information and yeah, happy to help anybody out in terms of who wants to kind of draw even more profitably true to her customer operations.

    29:56.341 –> 30:15.549

    [SPEAKER_01]: Thank you very much, Gareth, and thank you so much for coming on the show and talking about such a, what I think should be a topic high on every e-commerce business is to do list at the moment is improve that customer service experience, take advantage of the AI, and then essentially generate greater customer lifetime value and more profits.

    30:15.870 –> 30:17.813

    [SPEAKER_01]: I mean, why wouldn’t that be at the top of people’s list?

    30:17.833 –> 30:24.863

    [SPEAKER_01]: Exactly, what exactly is it though, yeah.

    30:30.547 –> 30:35.676

    [SPEAKER_01]: fascinating to chat to gareth there about all things customer service and what the potential is.

    30:36.157 –> 30:53.348

    [SPEAKER_01]: What I love is that there’s really clear steps to improving things in order to improve sales, both acquisition and retention, to build that trust with the customer, but there’s also a huge opportunity from changing the culture in the business and bringing everybody together to work towards this and get that information of flowing that.

    30:53.328 –> 30:58.756

    [SPEAKER_01]: hugely valuable information flowing around around the place and thoroughly enjoyed that chat with Gotham.

    30:58.776 –> 31:00.839

    [SPEAKER_01]: I’m sure you’ve got lots of ideas out of it too.

    31:01.239 –> 31:08.410

    [SPEAKER_01]: You can get your hands on our notes from the episode including those top tips and links to what we’ve mentioned by heading over to ecommercemasterplan.com.

    31:08.430 –> 31:23.031

    [SPEAKER_01]: You can also use our direct episode short links just put ECMP.info forward slash the number of this episode into the URL bar and you’ll be redirected straight to the

    31:23.011 –> 31:35.851

    [SPEAKER_01]: Now, if you like this episode, then why not check out Episode 551, where I’m chatting with Paul Hancock’s from Mega B to B business parts town about how they’re using AI in customer service.

    31:35.931 –> 31:39.176

    [SPEAKER_01]: It’s kind of an interesting one that will build Paul, what we’ve covered in this one.

    31:39.676 –> 31:44.544

    [SPEAKER_01]: And thank you for tuning into this and every episode of the Ecommerce Master Plan podcast.

    31:44.944 –> 31:51.955

    [SPEAKER_01]: I bring you a new interview every week because I want to inspire and help Ecommerce business owners

    31:51.935 –> 31:54.679

    [SPEAKER_01]: including progressing along the path to net zero.

    31:54.800 –> 32:01.250

    [SPEAKER_01]: So, if you know someone this show can help, please tell them to listen to the e-commerce master plan podcast.

    32:01.430 –> 32:17.115

    [SPEAKER_00]: I hope you have a great week and don’t forget to keep up to rising.

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    eCommerce Master PlanBy Chloe Thomas