Table of Contents
Decrease in support volume within the first quarter after issue identification.
Increase in contact deflections to chatbot using insights found in Unwrap.
Rise in spare parts revenue, an opportunity flagged by a single Unwrap insight.
There's something that happens every time someone tries a Rad Power Bikes ebike for the first time. Even if they're nervous, skeptical, or flat-out convinced that an electric bike just isn't for them, they can't help but break into a smile the moment they start their test ride.
Rad sees this so often that they gave it its own name: The RadGrin. It’s the clear sign of the delight, surprise, and joy lighting up the face of first-time riders.
The team naturally wanted to mirror these sentiments in every facet of the customer experience. It motivated Rad Power Bikes to make sure customer feedback was valued and listened to across the entire organization.
But doing so at scale proved harder than planned. Until Unwrap came onto the scene.
Lack of visibility into issues leads to inefficient resolutions
Prior to partnering with Unwrap, Rad Power Bikes’ customer support and product quality teams struggled with issue visibility. Without a clear picture of where problems were affecting customers in their user journey and the true volume of those problems, inefficiencies resolving them and prioritizing improvements spilled over.
Problems in the post-purchase experience
Luke Staver, senior PM for customer operations, mentioned that by far the biggest gap they were facing pertained to customer contacts inquiring about the delivery of their order.
“For the Customer Support team, our biggest concern was around ‘Where is my order?’ We knew we were getting contacts about it, but we weren’t sure at which stage of the order process they were coming in. Or if everything was working on the side of our post-purchase platform.”
The problem, he shared, stemmed from fragmented data. The team was relying on homegrown tools in CX1 or Shopify data to try and pinpoint the location of the problem.
Quantifying tickets was murky
The product quality team, as Jacob Kearns, US quality assurance lead shares, was also feeling the headache of data living in disparate systems and manual processes.
“We needed to quantify troubleshooting tickets around particular issues, without overcomplicating the process our team members needed to go through in order to report that issue to us.”
Prior to Unwrap, the quality team was relying on custom forms in Zendesk (and then eventually CX1) that prompted agents to supply details about the issue.
“That piecemealed system lengthened the time they were working on categorizing the problem, rather than having a genuine conversation with a customer,” shares Kearns.
Plus, things became even more complicated when trying to determine patterns across phone, email support agents, and in-store representatives.
“Quantifying issues in general was problematic, but we were also struggling with aligning what we saw in CX and what’s represented in-store. And our process for determining the symptoms of these issues was incredibly manual—we were just doing a lot of text searches in CX1 or Zendesk for what we thought the symptoms were. It was a best-guess.”
A better understanding of the problem means smarter solutions
What happens when a lack of visibility turns into unparalleled access? Tangible improvements, that’s what.
Reduced customer contacts
“With Unwrap, we could pinpoint that after order confirmation, there was no communication going to customers. They would receive that email and then reply or forward it to us, saying, ‘I have no tracking. I don’t know when my order is going to arrive.’ So it was an issue with our third-party system,” explained Staver.
The team worked closely with their post-purchase platform to improve messaging around shipping timelines, much to the benefit of their customers.
“Because we identified the root cause in Unwrap, we were able to reduce the number of contacts pertaining to this issue by 27.3% over 3 months.”
Accurate AI that reduces the manual load on teams
Unwrap allowed the product quality team to automatically categorize and quantify troubleshooting tickets, eliminating the need for agents to tediously log every issue.
“That was a big pro of Unwrap—drawing in what we need to know from an interaction, through AI. Plus, Unwrap automatically tells us how a customer talks about a problem. It will look at different conversations and say, ‘Here are the top problems.’ Meaning we don’t have to search for them anymore,” explains Kearns.
And that extended across online, phone, and in-store interactions.
“For our new bike releases, Unwrap was able to identify any issues both in-store and digitally. As a result, we could verify whether we were seeing issues occur at the same rate and line those numbers up more consistently across the board.”
With access to the entire customer picture, surprising opportunities for growth await
Putting a data-backed number to known issues, without a doubt, allows teams to prioritize improvements and ship the right solutions, faster.
But gaining an understanding of what your customers say they need exposes more than just negative experiences—it also shows you where you can expand your offerings or make improvements for added delight.
“Customers were reaching out about spare parts for certain bike models. But it wasn’t a negative or angry customer: they’d reach out, ask for the part, and we’d ship it to them. Because of that, this opportunity to simply provide spare parts for customers to buy online was previously hidden.
In Unwrap, we could easily see mentions based on contact rate—correlating the bike model to how many customers reached out about spare parts. Since our goal is to reduce our contact rate, we preemptively made those space parts available to purchase. And what happened? Our contact rate for spare parts went down by 6%, and sales for spare parts increased 21% MoM” shares Staver.
Revealing what matters to…earn a RadGrin
An exceptional customer experience is the culmination of finetuning every brand touchpoint, from the product itself, the ordering process, the support tactics, and everything in between.
When the right processes are automated—and it doesn’t sacrifice quality—teams can focus on building the best products and customer experiences.
“Our chatbot is a great tool for deflecting customer contacts and reducing redundant support cases. Unwrap helped us determine what flows and conversations we needed to build out that would help support our customers 24/7. After implementation, we saw a 37% increase of deflections within 2 months—meaning more customers didn’t have to reach out to an agent,” says Straver.
Greater understanding, data-backed prioritization, and smarter solutions. That’s what the Rad Power Bike x Unwrap partnership is all about.
