When Growth Outpaces Support

Overview 

Angela Caglia is a stem-cell skincare brand with a strong product reputation and fast growing customer demand. 

As the brand scaled, CX volume outgrew the founder’s ability to manage support directly. The company needed a CX function built from scratch, with the right systems, procedures, and team structure in place to protect the customer experience during growth. 

The Challenge 

Angela Caglia was dealing with three CX issues that were starting to affect the brand experience: 

• CX volume outgrew founder-led support:The product was performing well, but the founder could no longer manage the growing support volume alone. 

• CSAT was decreasing while response times were increasing:The support function needed more structure, speed, and consistency. 

• Customer support complaints were outweighing strong product reviews:The brand had a stellar product, but the support experience was creating friction in the customer journey. 

The Game Plan

We built the CX operation from scratch while maintaining full ownership of the CX function on our side. 

The approach included: 

• CX procedure mapping:We mapped the core support workflows, escalation paths, and customer handling procedures. 

• Gorgias CRM setup:We set up Gorgias as the operational base for the support team, giving the brand a structured system for managing customer conversations. 

• Team buildout:We put together a strong CX team capable of handling volume, maintaining quality, and supporting the brand through continued growth. 

• Full CX ownership:We managed the day-to-day CX function so the founder could step away from direct support handling and focus on growth. 

The Results 

The results tied directly back to Angela Caglia’s original pain points: 

• The CX operation was built from scratchand now matches the quality of the product:The brand’s CX metrics and customer support reviews now reflect the same high standard as its product reputation. 

• CSAT reached 98% and response times dropped below 10 minutes:The new team structure, Gorgias setup, and CX procedures reversed the trend of declining CSAT and increasing response times. 

• Online reviews are now positive across the board: Angela Caglia’s public customer feedback now presents a brand with both a great product and a great customer experience. 

• The CX bottleneck was removed during a period of rapid growth:With support no longer limiting the business, Angela Caglia continued scaling and grew more than 100% in sales year over year. 

Why It Worked 

The improvement came from turning founder-led support into a structured CX operation. 

We did not only add agents to manage ticket volume.We built the operating foundation around the team: procedures, CRM structure, ownership, and a service standard that matched the quality of the product.That gave Angela Caglia the support infrastructure needed to protect the customer experience while the brand continued to grow. 

Final Takeaway

For Angela Caglia, we helped remove CX as a growth bottleneck by building the support function from scratch. CSAT reached 98%, response times dropped below 10 minutes, online reviews became positive across the board, and the brand continued growing more than 100% year over year.