Let's make support feel
like the rest of WOO.

Prepared for
Mackie Swan, WOO More Play
Scope
Dedicated customer experience
Live
September 1, 2026
Ecommerce brands we run support for
Vibes Only Fan of a Fan Sutro UTV Source Little Chonk MerchCamp Spout + 10 years of DTC

01 / Situation Where WOO is right now.

What's working · what we're taking on · Mackie in her own words

What's already working

1

The growth is extraordinary

Four months ago WOO had never done $500K in a month. This month it's $800K, you're adding around $100K a month, and November looks like a million. You planned to bring us back at $10M top line in Q1 2027 and you're simply there early. That is a very good problem.

2

A hero product with real gravity

The coconut oil is 70% of revenue, it's what people know you for, and it's what the subscriptions are built around. For a support team that focus is a gift. One product to master, one set of questions, one voice. An agent can become a genuine WOO expert in weeks.

3

The foundation is in good shape

The tracking and KPI layer we built last year is still standing. You and Ellen then rewrote the whole response library with current branded copy and the new products. We are not starting from scratch. We're bringing a team to a system that already works.

What we're taking on

1

Full daytime coverage, with depth behind it

Ellen has held this beautifully on 20 hours a week around another full-time job. You're now at the size where the queue deserves someone whose whole day is WOO, with a senior lead behind them and cover when they're out.

2

Peak season on the hero product

Cooler months change the texture of a coconut oil formula. Customers who don't know to warm it get an experience that isn't the one you designed. Last season that took contact rate to 3.5% against the under 2% WOO runs the rest of the year.

3

Proof that the fix worked

The second 3PL node and the heat packs are smart, and they cost real money. Right now nothing would tell you which one did the work. That's the piece we're most excited to build for you, and it's the reason to start in September rather than November.

Mackie on the standard
"I want it to feel like when you check in to a really nice luxury hotel. I want there to be immediacy. I want there to be personalization. I want there to be depth."
Mackie Swan · CEO July 29
Mackie on the opportunity
"We have a pretty solid plan for how we're going to fix it. We do not have a solid plan for how we're going to track the success of the plan."
Mackie Swan · CEO July 29
Mackie on the customer
"I want people to be able to buy sex products and go have sex and feel extremely confident, and have us anticipate every day that they have."
Mackie Swan · CEO July 29

02 / Approach Customer service isn't a person. It's an engine.

It has three parts. WOO already has a great version of the first one.

Every person who writes in is a customer who already chose WOO. That's the warmest audience the brand will ever have. With the right hands on it, those conversations protect subscriptions and create new orders.

01 / Systems

Built, and already yours

Built together last year, maintained since, and refreshed by you this spring. This is the part most brands never get right, and you already have it.

02 / Staffing

A named person, not a pool

A named person whose full day belongs to WOO, hired for your category rather than assigned from a pool.

03 / Management

In the tickets, or on the work

A senior lead whose hours go one of two ways: into the tickets themselves, or into the work around them, coaching, quality assurance, teaching. Never supervision from a distance. This is where a support desk turns into something that shows up in revenue.

03 / Peak season You have the fix. Let's build the proof.

Why September beats November
01

Set the baseline while things are calm

Starting September 1 gives us most of a quarter of clean data before volume climbs. Every ticket gets classified against a taxonomy built for your hero product: texture, storage, expectations, replacement, subscription pause. When the curve moves in November you'll know exactly which line moved and by how much, because you'll have something to compare it to.

→ Product-specific ticket taxonomy in Zendesk → Baseline contact rate, refunds, replacements, hero SKU subscription retention
02

Tag the cohorts so the two fixes can be told apart

You're running two improvements at once: a second 3PL node and heat packs into selected ZIPs. Measured together they blur. We tag every ticket with which node fulfilled it and whether a heat pack shipped, then read contact rate per cohort. You get a straight answer on whether the heat packs earn their unit cost, whether the second node is doing its job, and which ZIPs want something different.

→ Cohort: fulfillment node × heat pack × destination → Output: cost per avoided ticket, per intervention
03

One page, every Monday

Contact rate against baseline. Tickets by cohort. Refunds and replacements on the hero SKU. Subscription pause and cancel reasons. Plus the emergent list: anything the queue started saying this week that it wasn't saying last week. Short enough to actually read, with a recommendation on it. In January you'll know what to keep, what to change, and what to plan for next year.

→ Weekly readout through the season → January review: what worked, what to do differently

04 / The team Two roles. One of them is yours full-time.

Dedicated agent model

Tier 1 Dedicated Agent

1.0 FTE · yours

One named person who works only on WOO. Not a shared queue and not a rotating rep. They learn your products, your voice, your customers and your edge cases, and they're who answers when someone writes in.

We hire for your category, not just for the ticket. The brief we'd run: experience in sexual wellness or adjacent, female, genuinely comfortable with the subject matter, and phone capable for when you want to open that channel.

  • Owns the Zendesk queue end to end
  • Covers the 5% bucket alongside it
  • Flags emerging product issues as they surface
  • Coached every week on the conversations that could have gone further

Team Lead

Senior · on your account

The management layer, with its hands in the work. Your Team Lead's day goes one of two ways: into the tickets themselves, or into the coaching, quality assurance and teaching around them. Never supervision from a distance. That's how they know what is actually happening in the queue, and it's why the coaching is worth something.

This is the role that reviews a macro before it goes anywhere near a customer, spots the ticket that should have been a save, takes the escalation themselves, and tells you three weeks early that a second agent is coming.

  • Works the queue alongside your agent, every week
  • Grades tickets against your approved QA rubric
  • Runs the coaching sessions on what the grading finds
  • Owns tier 2 escalations and any phone calls
  • Builds the weekly readout and the seasonal cohort analysis
  • Absorbs the queue when your agent is out
No extra line items Everything around the seat is included
Recruiting + vetting Onboarding Training + LMS build QA rubric + weekly grading Coaching cadence Macro governance Absence coverage Replacement if a hire doesn't stick Workforce management Weekly reporting Capacity forecasting

05 / Scope What the agent owns.

Customer experience, not only customer service
Share Channel What it covers Owner
Zendesk for Shopify
The core queue. Order status, product questions, texture and storage, returns and replacements, subscription changes, saves and cancels.
T1 Agent
Everything else
The bucket Ellen currently absorbs outside Zendesk, picked up as one block so nothing scatters.
T1 Agent
Amazon messages
A couple a week, folded into the same daily rhythm.
T1 Agent
Crowdfunding investor inbox
A handful a month. Its own voice and its own approval path, because investor mail isn't support mail.
T1 + your sign-off
Community and social
Reddit, Facebook and Meta channels, monitored and surfaced. This is where sentiment shows up before it becomes a ticket.
T1 Agent
Phone, as a tier 2 option
Not an open line on day one. Held for the customer who wants a person, including the one who'd rather say it out loud than type it. Onshore, unrecorded, and told so on the call. If it lands, we widen it.
Team Lead

06 / Systems What we build while we run it.

Built in your stack, and yours to keep

Automated quality assurance

Every ticket scored against a rubric you've approved: accuracy, brand voice, resolution quality, and whether there was a natural moment to do more for the customer. Hand sampling reaches a fraction of the queue. Scoring all of it means coaching is based on what actually happened.

A training library, built with you

Product walkthroughs, the seasonal texture question, the objections, the tone. We'd build this together, with your input on what matters and ours on how to structure it, and we'll keep working at it until it's genuinely good. It lives in an LMS and it belongs to WOO.

The daily signal report

The one you said you'd been dreaming about. A daily digest of what the queue is telling you: topics ranked, with emergent issues flagged when something appears three times this week and never last week. An early read on a batch issue, a 3PL issue, or a listing issue.

Revenue tracking per SKU

Support is a revenue channel that almost nobody measures. We instrument it: saves on cancels, moments where a recommendation fit, conversion when one was made, and retention lift, sliced per SKU and per grouping you care about. Coaching then has something concrete to point at.

Macro governance

Every macro and outbound template carries your written approval and a link to the source it came from. Part of the wider infrastructure review in the next section.

Capacity forecasting

Volume trend against headcount, read weekly, so the second agent conversation happens well before you need one.

⬡ You asked for this

A full infrastructure review.

When you rebuilt the library you found macros from our last engagement that read as machine written, carried product details that weren't right, and had no traceable source. You shouldn't have been the one to catch that.

So we're not going to tinker at the edges of it. Now that we're back in your Zendesk, we're doing a full review of the setup: macros, templates, tags, triggers, views, automations. Anything that isn't right gets rebuilt. The macro library comes out of it accurate, sourced and sounding like WOO, and we'll keep working on it until you think it's excellent rather than until we think it's finished.

And nothing publishes without your sign-off. No macro, template or outbound message goes live in your Zendesk until you've approved it, peak season included, exactly as you asked.

07 / AI Something we build together, over months.

Start internal, scale as you get comfortable

"Down to use it, but I don't want our customers to ever know it." That's the constraint we'll build to.

You said customer experience is where you have the most reservations, and that you'd want runway and several checkpoints before anything runs without a person. We're not going to talk you out of that, and we're not going to hand you a finished AI plan you didn't help write.

It starts entirely internal: AI touches nothing customer facing. It scores tickets for QA and clusters topics for the daily report, where the only person reading the output is us.

From there we scale it with you over the coming months. Each step gets shown to you with real examples from your own queue before it goes anywhere, and you decide whether it moves. Nothing reaches a customer on autopilot, and nothing moves faster than you want it to.

08 / Timeline Four weeks to September 1.

1

Numbers and infrastructure review

Our Zendesk seats are already back on, so this starts immediately. We pull real volume, contact rate, resolution time and backlog, review the whole setup and library, and send you the sizing built on actuals.

2

Hire and build

The search runs on the agreed brief. In parallel we build the QA rubric, the ticket taxonomy and the training curriculum from your library. You approve the rubric.

3

Train and shadow

Your agent onboards against the LMS and shadows the live queue alongside Ellen where her notice allows, so her context stays with WOO.

4

Live and measuring

September 1. Your agent owns the queue, and the baseline instrumentation is already recording, so the seasonal comparison starts on day one.

09 / Proof We've done this in your category.

Vibes Only

Sexual wellness · DTC
Why we lead with this one

You asked on our call whether we still work with a brand in the sex space. We do. Vibes Only is an active ecommerce support account, which means the things that make WOO different are already normal for us.

Few thousand
tickets a month, cleared
What it means for WOO

Our recruiters know how to screen for genuine comfort with the subject matter rather than the polite version of it, which you pointed out is easy to spot in an interview and hard to fake on a ticket. Our QA rubrics already handle intimate product questions. Nobody on our side needs a warm-up period to talk about your catalogue, and no agent is going to hedge their way through an honest question from a customer.

Sutro

Connected water monitoring · subscription hardware
The situation

A physical product with a genuine learning curve, a subscription attached, and a queue where the quality of an answer decides whether the renewal happens.

What we did

Built the tier 1 and tier 2 split, the training and QA architecture behind it, and ran the operation at scale through seasonal peaks.

100,000
tickets a year, run
Why it's relevant

Education heavy support on a subscription product with a hard seasonal peak. Different category, same shape as protecting the coconut oil through Q4, and the volume profile WOO is growing into.

UTV Source

Powersports parts and accessories
The situation

A support operation carrying heavy cost on a helpdesk that had grown by accident rather than design, with a catalogue complex enough that agents were guessing.

What we did

Restructured their Gorgias instance, rebuilt the tiering, staffed dedicated agents with QA and coaching around them, then added a back office role handling the product data upkeep that had been eating the CS team's day.

25%
labor cost reduction
Why it's relevant

This is the closest match to the second role you mentioned, the operations and fulfilment support sitting under your one very stretched person. We've built that seat before, and it started life as a CS engagement that grew.

10 / Investment Two seats, everything included.

Monthly · no setup fee · recruiting carried over
Your dedicated seat

Tier 1 Dedicated Agent

$2,750/mo
  • 1.0 FTE named to WOO, full time
  • Recruiting and vetting for your category
  • Onboarding and product training
  • LMS and training library build
  • Zendesk queue plus the 5% bucket
  • Community and social monitoring
  • Coverage when they're sick or on leave
  • Free replacement if a hire doesn't work out
Start September 1
Recommended from day one

Team Lead

$3,500/mo
  • Senior lead across your account
  • Weekly ticket grading on your approved rubric
  • Weekly coaching with your agent
  • Macro governance and approval workflow
  • Tier 2 escalations and phone calls
  • The seasonal cohort analysis
  • Weekly readout and daily signal report
  • Capacity forecasting and workforce management
Add the layer
Full engagement
$6,250/mo

One dedicated agent and the Team Lead together. That's the full engine: both of them in the queue, the systems in section 06 built during the engagement, and no separate charge for QA, training, coverage or reporting.

Our recruiting initiation fee is normally $500 to start a search. You already paid it last year, so we're carrying it over. Nothing to pay to begin.

Billed monthly. A second agent, when the volume calls for it, is the same $2,750.

11 / What happens next Three things this week.

01

Confirm the shape of the team

Our recommendation is the dedicated agent and the Team Lead together from day one. The agent alone works, but the lead is what makes the work keep getting better rather than just getting done.

02

Approve the hiring brief

Confirm the profile and the search starts immediately. Two to three weeks to a placed agent, so the sooner this starts the more shadowing time we get.

03

Give Ellen her runway

You wanted her to have proper notice. Countersigning this week gives her four weeks and gives us a shadowing window so her context stays in the business.

Phase two · before year end

The operations and fulfilment seat.

You raised a second need: junior day to day support for operations and fulfilment, so the person currently holding all of it can get back to demand planning, forecasting and supplier management. Customer facing, liaising between your B2B accounts and the 3PL, and holding retail SOP adherence, with Target's 80 page fulfilment guidelines being the obvious example.

We've staffed exactly this at UTV Source. One thing worth saying out loud: sometimes that job is a tool rather than a person. We sat down with another partner ready to take a staffed seat, looked at what they actually needed, and built them an automated forecasting system instead. Better outcome, lower cost. Before quoting you a seat we'd rather put your ops person and our lead developer in a room for half an hour and find out which one this is. Not priced here, just flagged so it doesn't get lost.

12 / Next step

Let's get your best season on the books.

Countersign this week and the search starts Monday, Zendesk is instrumented before the end of August, and your agent is live and measuring on September 1 with most of a quarter of clean baseline ahead of peak.

Book the kickoff →