Fresh Clean Threads Automates Tier 1, Hits 91% CSAT

Fresh Clean Threads is a modern D2C brand known for premium men’s basics that feel as personal as they are polished. From the way a shirt fits to how it’s delivered, FCT believes every detail shapes the customer’s experience. That belief doesn’t stop at product—it runs through their entire customer journey.

When Sydney Chestler, Director of Customer Experience, looked at how her team was supporting customers, she noticed a problem almost every scaling brand runs into. Their trusted BPO partner, Horatio, had agents deeply familiar with FCT’s systems and tone. But too much of their time was spent copy-pasting macros—handling the same Tier 1 tickets repeatedly.

"It’s not a good use of our agents’ time to click macros when they have so much more to offer."

— Sydney Chestler, Director of CX, Fresh Clean Threads

They didn’t want to sacrifice quality for speed. They wanted a way to stay personal at scale.

That’s where Siena came in.

Bringing in Siena

The FCT team wasn’t just looking for a quick-fix automation tool. They were looking for a true partner—an AI that could learn their tone, reflect their voice, and build trust with their customers.

Sydney explored other AI options, but the difference with Siena was immediate.

"Other tools made me choose from five personality types. Siena just got it—from our website alone." — Sydney

From day one, Siena was able to speak in a tone that felt right. It wasn’t robotic. It wasn’t generic. It was empathetic, thoughtful, and sounded like someone who truly worked at Fresh Clean Threads.

Their Siena agent—named Taylor—started small, automating their highest-volume, lowest-complexity queries. Order tracking. Return statuses. Quick product checks.

But the impact was big.

What Changed

In just weeks, Taylor was handling 18% of all incoming tickets—specifically the repetitive Tier 1 ones. These were resolved in an average of 7.3 minutes. Not only did this free up the human agents to focus on more complex and high-touch interactions, but it also made space for the team to be more proactive and strategic.

Customers didn’t feel the difference. And that was the point.

"Our CSAT stayed at 91%—and that includes both Siena and our human team. This isn’t about 80% automation. It’s about 100% quality, even in the most basic of inquiries." — Sydney

The implementation didn’t require massive process overhauls or rethinking their stack. Taylor learned from past tickets, website content, and a few core knowledge base articles. Sydney quickly realized she didn’t need to micromanage phrasing or tone. Siena already understood it.

"Kat, our CSM, had to tell me to stop overthinking. I was writing out full scripts, and she reminded me—Siena already knows how to speak like us." — Sydney

Team Alignment and Agent Morale

Instead of resistance, the FCT team embraced Siena. Horatio agents were part of the onboarding process. They tagged Siena conversations, flagged gaps, and helped refine flows.

Internally, the team developed SOPs to track how Siena handled escalations and where improvements were needed. Sydney made it a collaborative effort—and it paid off.

"Now our agents are freed up to handle the higher-level work they’re really great at. And Siena’s taking care of the repetitive tasks. It’s a win on both sides." — Sydney

A Foundation for the Future

Siena is just getting started. With Taylor managing Tier 1 tickets smoothly, the FCT team is now exploring Memory and Insights. Sydney is especially excited about building customer intelligence across the journey—not just at the moment of support.

"Being able to say, ‘Hey, you usually wear a medium’—that level of context makes customers feel seen. That builds trust."

As Sydney puts it, automation wasn’t the goal. Relationships were. Siena just made it easier to scale those relationships with care.

Want to deliver quality support at scale without sacrificing voice?

Reach out to Siena to learn how brands like Fresh Clean Threads are transforming their CX without compromising what matters.