From Viral Growth to CX That Actually Sounds Like Simone

THE PROBLEM

Yetch Studio is built around a singular personality. Simone Giertz — inventor, creator, and thevoice behind every product — has built a following that doesn't just buy from her, they feel like they know her. That's a powerful foundation. It's also a very specific kind of pressure when your CX operation starts to crack under growth.

When Yetch came to us, the ticket queue was out of control. Volume had outpaced the team,products were shipping from multiple fulfillment centers, and there was no real CRMinfrastructure in place. But the deeper problem was tonal. Every customer who writes in has a picture in their head of who Yetch is and how it sounds. A generic support response doesn't just fall flat — it actively breaks something. The risk was growing fast enough to lose the thing that made people care in the first place.

THE GAME PLAN

Before we touched a single ticket, we did our homework. We spent real time watching Simone's videos, studying her tone, her humor, her way of explaining things. The goal was to understand her voice well enough to articulate it — not just "be friendly," but the specific warmth, directness, and wit her audience expects and recognizes.

Once we could describe the voice clearly, we built the training framework around it.

Agent Training & Backlog Reduction

We trained agents on Yetch's tone before putting them on the queue — and early on, every response was reviewed before it went out. Getting the voice right is iterative, and the stakes were too high to skip the calibration phase. Once agents had dialled in, supervision pulled back and pace picked up. The full backlog was cleared within three weeks.

CRM Revamp

While agents worked the queue, we rebuilt the CRM from the ground up — rethinking triage, creating macros and flows in language that matched Yetch's voice, and establishing a structure built to scale. The goal was consistency: any agent, on any shift, should respond in a way that feels like Yetch.

Tagging, Fields & Reporting

With products shipping from multiple fulfillment centers, issues are hard to trace without solid data hygiene. We built out a full tagging and ticket field system so the leadership team gets granular, reliable reporting. When a pattern starts emerging, the data surfaces it fast — with enough detail to act on it.

Knowledge Base

All product knowledge, SOPs, roadmaps, and brand guidelines now live in a single Notion knowledge base. One source of truth for the team, built to stay current as Yetch grows. Onboarding a new agent means pointing them somewhere where the answers actually are.

THE RESULTS

The ticket queue was fully cleared within three weeks. Average response time has held at 30 minutes since.

CSAT jumped from 81% to 95% within two months — and has stayed there.

The number that matters most, though, isn't on a dashboard. Yetch's customers can't tell the difference between Simone and her support team — and that's exactly the point. CX stopped being a liability and became something the brand can actually build on.

For a company built on one person's personality, that's not a support upgrade. It's infrastructure.