From AI Skeptic To Advocate: How Earth Breeze Scaled Customer Support Without Losing The Human Touch

The Challenge: Scaling Without Losing The Human Touch

Earth Breeze is a company that believes clean laundry should be free from harsh chemical residue, which is why they avoid the harsh chemicals found in many traditional detergents—like parabens, phthalates, preservatives, dyes, and optical brighteners. Their Laundry Detergent Sheets are an alternative to traditional detergents. They were quickly outgrowing their existing customer support approach.

Meet Ginger Lamb, VP of Customer Delight at Earth Breeze, who went from AI skeptic to advocate after seeing how Siena transformed their customer experience.

"What I was doing at the time was working incredibly well, but it wasn't sustainable. I can't have a team of 200 people with QA and team leaders and managers. The complexity was going to be too much."

— Ginger Lamb, VP of Customer Delight at Earth Breeze

But Ginger had a problem. She was firmly against AI.

"For me, it was a flat no. I didn't even want to consider it. I felt like a human experience is always better no matter what, and our customers are going to know if it's not a human experience."

The Turning Point: Finding AI That Felt Human

As Earth Breeze expanded into retail, Amazon marketplaces, and planned international growth, Ginger knew something had to change. She agreed to evaluate AI solutions alongside Ben, but her requirements were strict.

"If we're going to support customers with AI, they need to be able to go A, B, C, and resolved. They need to do the actions - changing addresses, swapping products, cancelling subscriptions. I didn't want to make more work for our customers or our team."

More importantly, the AI had to maintain Earth Breeze's caring approach. "I wanted an AI where customers would feel cared for, still, where the language is human, appreciative, empathetic and friendly. We have a large cohort of older customers who may not be as familiar with technology, and we don't want them to feel they can't reach out."

What convinced Ginger was seeing Siena in action.

"The thing that really drew me to Siena was when we saw the demo and we understood how human the conversation was and how the conversation flowed - the empathy and the understanding." - Ginger

Native AI Vs Help Desk Add-Ons: Why Partnership Matters

For Ginger, choosing a dedicated AI solution over help desk add-ons was crucial.

"I want to work with strong partners who feel as invested in our success as we are. If you don't have that partnership ability, I'm not interested. It really doesn't matter how good your platform is."

She saw clear advantages in working with a native AI company

"If your business prioritizes customer experience, I would recommend getting on board with a company that is just 100% AI focused. They're not your help desk. They have no other vested interest. They're simply there for AI." - Ginger

The difference in development and support was stark: "If you're on board with a company where AI is their business, you get more information, you get more support, you get more development and you get more options. If I was doing this with my help desk, it's just too complex. You don't get the same level of development because they're a help desk with a broader focus - it's just a little thing they're bringing in instead of 'this is what we do.'"

The partnership delivered immediate results. Siena's work on subscription cancellation workflows with Recharge integration was particularly impactful. "You've already made some really great changes for us, especially on the sub-cancellation side with the notes in Recharge. That was such a game-changer and it really kept the integrity of our reporting."

When asked about her recommendation, Ginger was direct: "Well honestly, I wouldn't recommend any other platform than Siena - otherwise I would be with them. You can't go wrong choosing you guys."

The Results: Customers Can't Tell The Difference

Earth Breeze set an ambitious goal: 80% automation rate. They are about to achieve it in under a year.

But the real surprise was customer satisfaction.

"I was expecting to see CSAT impacted at least in the beginning. It really surprised me - it wasn't going to be impacted. Customers are raving: 'You responded to me so quickly on a Sunday. You got my package reshipped. Incredible customer service. I've never had better support.'" - Ginger

The automation handles complex subscription transactions seamlessly. "Every single conversation that Siena handles with high CSAT is a conversation our team doesn't have to handle - and it's still a satisfied customer."

Beyond Automation: AI As Business Intelligence

Ginger discovered Siena's memory feature became an early warning system for business issues.

"If something comes up - maybe there's something wrong with checkout - I can jump into Siena and create a memory immediately. She'll start gathering information and I can look the next day and see if it's actually impacting our revenue."

When Earth Breeze launched on Target's marketplace and got negative initial feedback, Ginger used memory to track the real impact.

"I was able to analyze how big of an impact it was going to be on the overall launch." - Ginger

The insights flow into weekly reports shared across the Earth Breeze team. "Siena is completely objective. We get insights that help us focus our retail expansion and understand what customers really want."

The managed service approach sealed the deal. "Having somebody dedicated who's watching QA, monitoring Siena's responses, notifying me when something's not right - David's been amazing. He's clearly committed to our success in the same ways we are for our customers."

Advice For Other Subscription Brands

Ginger's advice for brands hesitant about letting AI handle transactions is practical:

"Definitely do your due diligence. But having the ability to test in a playground environment and shut it off at any time creates confidence and trust in the process."

She emphasizes that quality control remains essential. "There's always a certain amount of error, whether you have an all in-person team or AI. QA is essential. Honestly, the percentage of errors from Siena is so small compared to what she does incredibly well."

Looking Ahead

Earth Breeze is planning expansion into chat support and exploring Siena's Shopping Agent feature. For Ginger, the future is about giving customers what they want: instant resolution.

"For customers who want really quick support and don't want to be passed back and forth from agent to agent, AI is great. You get quick resolution, and if you don't get resolution, you get escalation. The flow is really great." - Ginger

From AI skeptic to advocate, Ginger's journey shows how the right technology partner can scale customer support without sacrificing the human experience that builds lasting relationships.

Earth Breeze offers a cleaner-for-you laundry solution by removing harsh chemicals found in many traditional detergents—like parabens, phthalates, preservatives, dyes, and optical brighteners. Earth Breeze is available through subscription, marketplace and retail channels.