RECENT STORIES:

Addressing digital sovereignty in a data-driven world
China Resources Group Participates in 3rd CISCE to Develop World-Class...
Sungrow Unveils Next-Generation Residential ESS
TECO Wins Major Hyperscale Data Center MEP Projects in Malaysia
UnionPay Launches Global Summer Campaign with Exclusive Travel Offers
UnionPay Launches Global Summer Campaign with Exclusive Travel Offers
LOGIN REGISTER
DigiconAsia
  • Features
    • Featured

      Asia the true testbed for AI agents

      Asia the true testbed for AI agents

      Wednesday, July 16, 2025, 2:42 PM Asia/Singapore | Customer Experience, Features
    • Featured

      Appreciating AI means honoring accountability and integrity, beyond commercial hype

      Appreciating AI means honoring accountability and integrity, beyond commercial hype

      Tuesday, July 15, 2025, 2:23 PM Asia/Singapore | Features, Newsletter
    • Featured

      AI and the Great Work Reallocation in Asia Pacific

      AI and the Great Work Reallocation in Asia Pacific

      Thursday, July 10, 2025, 9:10 AM Asia/Singapore | Features, Future of Work
  • News
    • Featured

      Chatbot’s NAZI controversy prompts overhaul and new hallucinations features

      Chatbot’s NAZI controversy prompts overhaul and new hallucinations features

      Tuesday, July 15, 2025, 3:42 PM Asia/Singapore | News, Newsletter
    • Featured

      AI chatbot taken offline after generating controversial trope, sparking international backlash

      AI chatbot taken offline after generating controversial trope, sparking international backlash

      Friday, July 11, 2025, 4:35 PM Asia/Singapore | News, Newsletter
    • Featured

      Can inefficient meetings affect workplace productivity in the region?

      Can inefficient meetings affect workplace productivity in the region?

      Tuesday, July 8, 2025, 3:59 PM Asia/Singapore | News, Newsletter
  • Perspectives
  • Tips & Strategies
  • Whitepapers
  • Awards 2023
  • Directory
  • E-Learning

Select Page

Case Studies

Lush innovates with AI and automation for CX

By Victor Ng | Thursday, April 10, 2025, 8:42 AM Asia/Singapore

Lush innovates with AI and automation for CX

In an increasingly unpredictable and uncertain world, ethical cosmetics brand Lush understands the power of sharing positivity for the better, and how all feedback can be constructive to pave a way to a stronger future for the business.

Providing good customer experience (CX) is tough enough, but combining that with a focus on fair-trade practices, sustainability credentials and cruelty-free cosmetics makes it even tougher.

Founded in Dorset (UK) in 1995, the Lush brand is known for its ethical and socially responsible business practices. So it is unsurprising that these values are reflected within its customer care department.

“It goes hand-in-hand,” said Naomi Rankin, Customer Care Manager, Lush. “Customers are attracted to us by our ethics and values, and we really do care about people, the environment and animals, so we won’t compromise on how we treat our customers, staff or suppliers, just to make things cheaper, easier, or quicker.”

Lush chose Zendesk to achieve a laser-focused approach to customer feedback, putting the customer – and sustainability – front of mind.

The result? A 369% ROI upon its implementation of Zendesk, recovering its initial investment in the software in less than one year. Additionally, Lush was able to improve CX productivity, accounting for US$434,000 in annual cost savings from avoided headcount.

Upgrading CX with AI agent

“We’ve always resisted too much automation because we never wanted to replace personal interactions,” said Rankin. But the team was swimming in repeat requests. Once they saw the substantial effort an AI agent for email would save them — giving agents more time to engage in meaningful conversations with customers — the support team soon became AI enthusiasts.

Lush went ‘live’ in just days with a custom AI agent, affectionately named Marvin, that was able to resolve their most repetitive queries: sales and discounts, donations, order dissatisfaction, and discontinued products.

With Marvin taking care of common customer questions, the team reached a 60% first contact resolution (FCR) rate — giving human agents more time to work on complex cases that require their skills. What’s more, Marvin can request customer information upfront and add tags and labels to incoming tickets, giving agents the context they need to solve issues faster.

These efficiency gains save Lush roughly 5 minutes per ticket and 360 agent hours each month — savings that free up their support team to dedicate more energy to meaningful customer interactions.

Understanding customer sentiment around the globe is a 24/7 endeavor. Rankin said: “Our founders are still very involved in the business and they make these amazing products and want everyone in the world to have them. But what might work in Dorset might not have the same cultural relevance in Japan or Eastern Europe. Zendesk enables us to quickly spot when a product, or perhaps a joke on our website, didn’t quite land right outside of the UK.”

Identifying these cultural nuances is also necessary through customer care channels and Zendesk enables Lush to customize its service accordingly. “Our founders want us to report back and tell them how our customers are feeling. With Zendesk we can do that,” she added.

Zendesk’s analytics tools allow the company to gather detailed data from various regions, aiding in identifying global trends and issues.

Customer service agents are used to dealing with issues, complaints and negativity – it’s part of the job description – but Lush’s customer care team goes the extra mile to make sure the positive comments they receive are shared around the business.

Every time a customer praises a member of staff, a store or a particular experience, the customer care team feeds that back to the relevant manager, sometimes gifting random acts of kindness as a reward. Because CX can be a tough environment, it was also important that they let the customer know this praise has been passed on, to express appreciation when customers take the time to share positive experiences.

Pages: 1 2

Share:

PreviousLeveraging agentic AI, knowledge graph and no-code for the future of CX
NextSurvey indicates levels of banking security and customer trust in Indonesia

Related Posts

Making LLMs more inclusive, diverse with external collaborations: AI Singapore

Making LLMs more inclusive, diverse with external collaborations: AI Singapore

September 23, 2024

How GenAI is boosting video streaming experiences at the consumer and business level

How GenAI is boosting video streaming experiences at the consumer and business level

April 11, 2024

Luxury resort operator digitalizes finance ops to ride disruption wave

Luxury resort operator digitalizes finance ops to ride disruption wave

March 23, 2022

Catholic Development Fund overhauls manual corporate card reconciliation for 293 schools

Catholic Development Fund overhauls manual corporate card reconciliation for 293 schools

July 12, 2024

Leave a reply Cancel reply

You must be logged in to post a comment.

Awards Nomination Banner

gamification list

PARTICIPATE NOW

top placement

Whitepapers

  • Achieve Modernization Without the Complexity

    Achieve Modernization Without the Complexity

    Transforming IT infrastructure is crucial …Download Whitepaper
  • 5 Steps to Boost IT Infrastructure Reliability

    5 Steps to Boost IT Infrastructure Reliability

    In today's fast-evolving tech landscape, …Download Whitepaper
  • Simplify Payroll Setup for Your Small Business

    Simplify Payroll Setup for Your Small Business

    In our free guide, "How …Download Whitepaper
  • Overcoming the Challenges of Cost & Complexity in the Cloud-first Era.

    Overcoming the Challenges of Cost & Complexity in the Cloud-first Era.

    Download Whitepaper

Middle Placement

Case Studies

  • Roojai Insurance (Thailand) doubles agent productivity through digital transformation

    Roojai Insurance (Thailand) doubles agent productivity through digital transformation

    Roojai Insurance (Thailand) doubles agent …Read More
  • Malayan Insurance achieves IFRS 17 readiness with SAS

    Malayan Insurance achieves IFRS 17 readiness with SAS

    A leading Philippines non-life insurer …Read More
  • How Iress is moving to EveryOps

    How Iress is moving to EveryOps

    Scaling compliance, security & efficiency …Read More
  • How Nissin Foods turned tangled, siloed data into smooth-as-noodles actionable assets

    How Nissin Foods turned tangled, siloed data into smooth-as-noodles actionable assets

    The trick is to unify …Read More

Bottom Sidebar

Other News

  • China Resources Group Participates in 3rd CISCE to Develop World-Class Supply Chain for Listed Companies

    July 19, 2025
    BEIJING, July 19, 2025 /PRNewswire/ …Read More »
  • Sungrow Unveils Next-Generation Residential ESS

    July 18, 2025
    Designed for Reliable Backup Power …Read More »
  • TECO Wins Major Hyperscale Data Center MEP Projects in Malaysia

    July 18, 2025
    TAIPEI, July 18, 2025 /PRNewswire/ …Read More »
  • UnionPay Launches Global Summer Campaign with Exclusive Travel Offers

    July 18, 2025
    Exclusive discounts, cashback, and exchange …Read More »
  • UnionPay Launches Global Summer Campaign with Exclusive Travel Offers

    July 18, 2025
    Exclusive discounts, cashback, and exchange …Read More »
  • Our Brands
  • CybersecAsia
  • MartechAsia
  • Home
  • About Us
  • Contact Us
  • Sitemap
  • Privacy & Cookies
  • Terms of Use
  • Advertising & Reprint Policy
  • Media Kit
  • Subscribe
  • Manage Subscriptions
  • Newsletter

Copyright © 2025 DigiconAsia All Rights Reserved.