Playbook Love Wellness

Want to provide Best-in-class CX to your Shoppers?

If you’ve ever wondered why customer experience (CX) improvements stall—despite having a “great support team”—this playbook is for you. In this guide, we’ll mirror the strategy used by Love Wellness (a wellness brand focused on gut, brain, and vaginal health) to make support knowledge a company-wide competency, not just a CX-team responsibility.

Love Wellness’s approach is simple in concept and unusual in execution: every employee creates a helpdesk account and spends 20+ hours answering support tickets. The result is measurable: better customer understanding, smarter internal collaboration, and fewer cross-functional handoffs that silently harm the customer journey.

At a practical level, this guide shows you how to implement the same program with AutoCallFlow as your ecommerce support workflow and agent framework layer—so training, routing, and handoffs are efficient instead of chaotic.

Why this works (and why it’s different from “just ask CX”)

Most organizations treat support as a department. That creates a predictable failure mode: CX cleans up issues that other teams could have prevented. Love Wellness flipped that model by distributing helpdesk exposure across the entire business.

Here’s the core idea:

• Support is not a silo. Tickets reveal the downstream impact of decisions made in product, marketing, operations, retail, and logistics.
• Training creates empathy. When employees answer real customer questions, they learn what “help” looks like—not what leadership thinks it looks like.
• Cross-functional feedback becomes actionable. Employees bring back insights and push process improvements in their own departments.

AutoCallFlow helps you operationalize this kind of initiative by making it easier to standardize workflows, keep trainees within guardrails, and reduce the burden on your CX team when tickets get tricky.

Why you should have non-support employees answer support tickets

In Love Wellness’s model, the program isn’t just “nice” for culture—it’s a CX strategy. It returns value to the entire company because it generates insights, improves processes, and strengthens ongoing collaboration long after the program ends.

Below are the benefits, translated into a framework you can run with AutoCallFlow and your ecommerce support workflows.

1) Establish respect for support

Love Wellness’s program didn’t begin from a place of disrespect—support wasn’t treated poorly. But the company realized something important: without direct exposure to tickets, employees don’t fully understand how responsible each role is for the customer’s experience.

What changes:

• Employees see how often customers contact support for issues caused upstream.
• CX becomes a “seat at the table,” because other departments learn what to anticipate and prevent.
• Cross-functional work starts factoring in downstream customer impact—before problems reach the helpdesk.

2) Find areas to improve support

When you bring different skill sets into the helpdesk, you unlock different types of improvements. Love Wellness reported process wins sparked by non-CX perspectives.

Real-life examples from the program:

• Reducing “DNR” tickets (orders never received): team members recommended turning on an “Order delivered” notification so shoppers can grab the order the minute it hits their doorstep—or reach out immediately if it doesn’t.
• Proactively handling delivery issues: another team suggested tracking delivery events (failed delivery attempts, returns to sender) so the company can proactively reach out to impacted customers rather than waiting for support to be the first signal.

Even if you don’t use the exact tools referenced in the original program, the mechanism matters: get more brains inside the ticket stream, then translate patterns into prevention.

3) Find opportunities outside of support

The most powerful part of the strategy is what happens when helpdesk exposure turns into upstream change.

Love Wellness examples across functions:

• Product development: customer complaints about packaging led to manufacturer updates so packaging is easier to open.
• Marketing: a broken link and incorrect promotion triggered a spike in tickets; marketing created a pre-launch testing process to prevent similar errors.
• Retail: a storage-related issue at retail partners caused a product issue; the retail team learned to detect and resolve these patterns faster.
• Finance: insights from replacement-order tracking helped improve operational budgeting decisions.

That’s the cross-functional flywheel: tickets → understanding → prevention → fewer tickets.

4) Improve cross-functional collaboration

There’s also a second-order benefit: once employees understand support workflows, they’re more likely to proactively collaborate later—during planning, vendor selection, and workload surges.

• 3PL partner evaluation: support experience helped ensure a logistics vendor could automate support tasks like canceling orders and editing addresses.
• Black Friday / Cyber Monday coverage: during peak volume, non-CX employees who had been trained stepped in to help manage the inbox.

This is exactly the kind of resilience you want in ecommerce support—without burning out your core CX team.

How I structure this kind of program (mirrored framework)

Getting non-support employees into the helpdesk requires training and guidance—especially because you’re temporarily pulling people away from their usual roles. The goal isn’t to “make everyone a full-time agent.” It’s to create structured participation that’s efficient and effective.

Here’s the mirrored structure Love Wellness used, converted into a helpdesk program playbook that you can implement with AutoCallFlow.

Step 1: Train a cohort every 4–6 weeks

Training new hires one at a time is slow and expensive for the CX team. Love Wellness trained groups of 6–8 every few months.

Training cadence blueprint:

• Frequency: every 4–6 weeks
• Cohort size: 6–8 (adjust based on your team)
• Onboarding session length: ~2 hours

Onboarding checklist (what trainees must learn)

During onboarding, Love Wellness covered fundamentals, tools, and processes. You can mirror that training with AutoCallFlow’s support workflow approach and your ecommerce help center content.

• Customer Experience fundamentals: CX philosophies, what “good” looks like, and how to handle different shopper intents.
• Where information lives:
  • Customer-facing content (Help Center / FAQs)
  • Employee-facing content (knowledge base, internal docs, macros/templates)
• Checkout and order fundamentals: a tour of Shopify 101-style concepts (order details, checkout flow, what “normal” looks like operationally).
• Helpdesk workflow: how tickets enter your queue, how to respond, how to escalate/handoff.
• Response library: a tour of response templates so they rarely need to draft from scratch.

Step 2: Set up a dedicated training inbox/view

Love Wellness set up a dedicated helpdesk view and added trainees to a Training Team so they could practice on simpler questions.

Why this matters: it keeps the training safe and time-efficient. Trainees learn routing, tone, and resolution steps without being overwhelmed by edge cases.

Implementation idea for AutoCallFlow:

• Create a training view (or queue) for common shopper intents (e.g., subscription renewals, basic order edits).
• Use automation rules to place straightforward inquiries into that training space (optional), while complex issues follow a handoff process.

Step 3: Require 20 hours of support work over 4 weeks

This is the heart of the playbook: trainees complete 20 hours of support activity within a 1-month window.

Choose-your-own-adventure participation models:

• Answer 1–2 emails per day, 3–4 days per week to meet the target.
• Use lighter periods to study past tickets, read FAQs, or review resolution patterns.

Key principle: trainees aren’t expected to “save” the CX team daily—they’re expected to build fluency and contribute consistently.

Step 4: Appoint a CX’er to be available for support

Love Wellness didn’t leave trainees alone in the helpdesk. A CX team member was available for questions and provided structured support during the month.

• Availability: answer questions, jump in when needed.
• Shadowing: schedule a 30-minute 1-on-1 with each trainee.
• Support channel: monitor a Slack-style channel where trainees ask for help.
• Feedback loop: weekly updates on stats and a survey to gather program feedback.

Those 1-on-1 sessions are where collaboration ideas often emerge—because the trainee understands the ticket, and the CXer understands the system.

How to get buy-in (the business case you need)

This program requires real time: 20 hours from every employee. That’s not a small ask. If you want it to stick, you need a business case that frames the effort as a measurable CX investment—not a culture initiative that quietly dies.

Tip 1: Find an executive champion

Love Wellness succeeded because a leader understood how CX connects to operations across the business.

What to look for in an executive champion:

• Operational background or strong cross-functional influence
• Ability to remove blockers and secure time allocation
• Comfort with CX as a business system, not a department

If you can find someone with status who can champion the plan, you increase the odds of approval and adoption.

Tip 2: Emphasize cross-functional benefits (not “extra work”)

When presenting this internally, emphasize outcomes that benefit multiple departments:

• More CX insights: employees learn what customers actually experience.
• Process improvements: repeated ticket patterns translate into changes in marketing, product, operations, and retail.
• Better collaboration: trained employees know how to engage CX early instead of waiting for escalations.
• Resilience during peaks: a trained bench of agents supports inbox surges during high-volume events.

Keep the narrative tight: this program trains a company-wide customer-centric mindset and reduces friction downstream.

Tip 3: Underscore how it improves customer experience (and ticket volume)

Love Wellness also framed the program as a way to prevent silos that create customer issues. Your business case should highlight how upstream fixes reduce downstream ticket creation.

Examples you can use:

• Marketing: reduce avoidable ticket spikes from broken links or incorrect promotions.
• Product: improve usability after seeing recurring confusion in tickets.
• Logistics / Ops: prevent repeated delivery-related issues with better notifications and proactive outreach.

Tip 4: Choose the right helpdesk model (to keep cost sane)

One reason Love Wellness emphasized helpdesk capability: many helpdesks charge per user seat, which makes company-wide training expensive.

Love Wellness chose a model that allows unlimited users, enabling every employee to create an account and participate.

Mirror this requirement: when you plan your program, ensure your ecommerce support tool supports broad internal participation without punishing you for scaling seats.

Choose a helpdesk + automation layer that supports unlimited participation

For a playbook like “Playbook Love Wellness,” the operational success hinges on one thing: your support tooling must be built for company-wide exposure, not just for a small CX team.

Here’s what to look for when evaluating an ecommerce support platform / helpdesk model:

• Easy onboarding for non-support employees (templates, guardrails, training views/queues)
• Workflow automation for routing, handoffs, and escalation
• Collaboration and visibility so CX can supervise trainees and capture feedback
• Scalable user access so the program can expand beyond a single department
• Clear reporting to measure participation and quality of responses

With AutoCallFlow, you can implement the same program structure while keeping the support workflow consistent—so trainees contribute without turning the CX inbox into a bottleneck.

Recommended program outputs you should plan to measure

To keep the initiative credible, set expectations on outputs—things you can review weekly and after each cohort.

• Participation: hours contributed per trainee and completion rate
• Coverage: how quickly simpler requests get handled
• Handoff effectiveness: how often complex tickets are escalated appropriately
• Knowledge base growth: new or improved FAQs and response templates
• Cross-functional change requests: number of upstream improvements triggered by ticket patterns

Playbook in action: a practical weekly operating rhythm

Love Wellness’s playbook implies a cadence even when it doesn’t spell it out line-by-line. To help you operationalize the same strategy, here’s a practical weekly rhythm you can use with your AutoCallFlow-powered helpdesk workflows.

Week 0 (prep)

• Finalize the cohort size and select trainees across departments.
• Build/refresh response templates and escalation macros for complex issues.
• Set up a dedicated training view/queue with clear boundaries.

Week 1 (onboarding + start participating)

• Run the ~2-hour onboarding session.
• Assign trainees into training workflows.
• CX owner monitors questions in the collaboration channel.

Weeks 2–3 (support + shadowing)

• CX owner offers weekly check-ins and answers workflow questions.
• Run 30-minute 1-on-1 shadowing sessions so trainees can deepen understanding.
• Track where trainees get stuck and update training materials.

Week 4 (closeout + capture cross-functional wins)

• Collect trainee feedback via a short survey.
• Identify top ticket themes and categorize them by functional cause (marketing, product, ops, retail).
• Convert insights into actionable improvements (process changes, QA checks, or knowledge updates).

Why this matters: without a closeout, the program can feel like “training for training’s sake.” With a closeout, it becomes a recurring CX improvement engine.