How EHPLabs handles 42% more tickets with smarter efficiency and an empowered team

When Cherie Jones joined EHPLabs as Head of Customer Happiness in July 2023, she saw an opportunity. A fast-growing supplement brand with customers ranging from elite athletes to fitness newcomers — each needing different levels of expertise. The challenge: scaling support to match growth while maintaining exceptional, personalized service.

Two years later, with Siena AI, they’re handling 42% more tickets, with peak season response times dropping from 20 hours to 5 minutes and resolution times from 60 hours to 4–6 hours.

Here’s how they did it.

The challenge: volume meets complexity

EHPLabs sells performance supplements across multiple regions. Their customers range from elite athletes on strict routines, to OxyShred fans enjoying a clean caffeine boost, to beginners needing clear guidance.

That diversity means support tickets are equally varied — from simple WISMO questions to detailed queries about ingredients, product interactions, and training routines. EHPLabs’ Customer Happiness team includes nutritionists and personal trainers, bringing deep expertise to every response.

“Our customer base is incredibly diverse,” Cherie explains. “We needed a solution that could help us scale without ever compromising the quality of advice and care our team provides.”

Why Siena

EHP explored multiple AI solutions, but most felt robotic and transactional.

“The others were just triggering macros. Siena stood out because it’s empathetic and dynamic. It handles scale while communicating with care, which is exactly what a community-focused brand like ours needs.”

Implementation: start small, layer up

The biggest challenge was ensuring accuracy, compliance, and empathy at scale. Supplements have intricacies, and customers rely on precise guidance.

Cherie’s approach: test one SKU first, get it right, then expand.

“Don’t try to do everything at once,” she advises. “Start simple, lock in your tone of voice, start with a hero product. Once you nail that, you understand how to feed Siena the right information for a broader rollout.”

This layered rollout ensured every response was accurate, compliant, and aligned with EHPLabs’ voice.

Bringing the team along

Introducing AI can create apprehension, but Cherie framed Siena as a tool to empower, not replace, her team.

“It was important for the team to see that AI helps with repetitive or general queries, freeing them to focus on the work that lights them up. We kept everyone involved — testing, giving feedback, learning — that’s what creates advocates instead of skeptics.”

The process also upskilled the team in AI, preparing them for future roles as the industry evolves.

The results

• Response times: 20 hours → 5 minutes

• Resolution times: 60 hours → 4–6 hours

• Ticket volume: up 42%

More importantly, Siena allowed the team to focus on higher-impact work:

• Order management and fulfillment

• AI and tech optimisation

• Proactive customer experience initiatives

“It’s not firefighting anymore,” Cherie says. “We’re building the experiences that really make a difference for our customers.”

Game-changing workflows

Sale launches
Before: ticket spikes could overwhelm the team.
Now: all sale details, FAQs, and troubleshooting info are preloaded into Siena. When the sale goes live, Siena handles the bulk instantly, freeing the team to address complex or sensitive issues.

Proactive updates
From strikes to shipping delays, Siena now automatically informs impacted customers — without manual effort — keeping them informed and reducing ticket spikes.

Voice of customer insights
Siena’s analysis of tens of thousands of tickets per month provides insights into trends and customer needs, enabling proactive improvements across the business.

Onboarding and training
Siena also powers internal learning. New hires use the Playground to ask questions and learn about products, tone, and policies, speeding up ramp-up while maintaining consistency.

Advice for other brands

• Start simple, build with intention: lock in tone, start with a hero product, and expand from simple WISMO tickets to more complex queries.

• Be intentional with your data: it’s not about volume, it’s about precision.

• Use empathy as your differentiator: your AI should reflect your brand values and care for customers.

What's next

Siena isn’t just supporting current operations — it’s enabling EHPLabs’ growth strategy. From expanding into new regions to exploring proactive reporting, voice-of-customer insights, and potentially serving as an internal knowledge hub, Siena is becoming a core part of the business.

“I really think Siena could serve as an internal staff tool across the business,” Cherie says. “If we could use it like we do for customers — housing policies, processes, and knowledge — it would be a game changer. Beyond that, I’d love a way to make Siena my personal EA. I honestly love it.”

The bottom line

EHPLabs is scaling smarter, not just faster. Tickets are up, response times are down, and the team is focused on work that truly moves the needle. That’s the real power of empathetic AI.

Ready to move your team from firefighting to building? See how Siena works for brands like yours. Book a time with our team.