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Clear thinking for human-first CX teams.

Essays, benchmarks, and operator notes on where AI belongs in premium customer service.

Featured essay

Title card on a warm parchment background reading: What 55 DTC brands actually run for CX.
Research14 min read

What 55 DTC brands actually run for CX

We checked what 55 mid-market DTC brands actually run across helpdesk, email, returns, subscription, reviews, and the AI layer. Here's what we found.

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Latest articles

Title card on a warm parchment background reading: How to think about adopting AI in customer service.
Human-first CX7 min read

How to think about adopting AI in customer service

Vendors, boards, and LinkedIn are pushing AI adoption. Your customers tell every survey they prefer a human. This is a framework for deciding what to ship based on your priorities.

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