Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 284 51 mins

Delivering Customer Happiness with Segmentation, Automation and Empathy

About the guests

Louis Lavedan

Kunle Campbell

Louis manages strategic partnerships for Gorgias in EMEA. Prior to joining Gorgias, he worked at Nosto, a personalisation and recommendation solution for ecommerce, as Partner Manager France. Louis has a particular love for tech, building strategic partnerships with international distributors and theatrical improvisation.

On today’s episode, Kunle is joined by Louis Lavedan, Strategic Partner Manager EMEA at Gorgias – a Paris-based eCommerce customer experience platform. The platform allows you to create a unified stream to offer effective customer service on all platforms. Gorgias is trusted by over 5500 merchants.


What do you think of when you hear “Customer Experience”? The common answer would be sending shipping info, handling returns and answering post-purchase questions. If you are of this opinion too, then you’re leaving money on the table!


Customer experience (CX) has really come into the spotlight with the explosive growth of eCommerce. For successful brands, CX is a pillar for driving sales and retention. Being wherever the customer is and responding promptly is the difference being gaining, retaining or losing a customer. However, keeping tabs of all communication channels and offering prompt customer service can be daunting. This is where a platform like Gorgias comes in.


In today’s episode, Kunle and Louis talk using technology to build a CX that’ll set you apart. You will get to hear about how segmentation and automation can instantly boost productivity and drive revenue. This is a great episode for eCommerce brands of all sizes!


Here is a summary of some of the most important points made,

    • Customers are more comfortable asking questions now
    • Customer service reps should empathetic
    • Segmenting requests makes automation possible
    • Automating repetitive requests frees up reps to serve more customers
    • Brands must be reactive and proactive with negative comments
    • Customer service needs to be everywhere the customer is
    • Brands must have a specific strategy for dealing with comments

Covered Topics:

On today’s interview Kunle and Louis discuss,

  • How Gorgias grew in 2020
  • Being Omnipresent
  • Segmentation and Automation
  • Sentiment Analysis
  • Driving Profits with CX


  • 11:30 – Meet Louis
    • Joined Gorgias 10 months ago
    • Employees and Clients have grown almost 4x in this time
    • “Now that customers are more comfortable with eCommerce, they are likely to ask more questions”
  • 16:00 – Meeting the growth in demand in 2020:
    • Louis was doubling up in customer success
    • Now the customer success team is one of the biggest in the company
    • Building the staff with flexible individuals
  • 22:17 – Strategies for Scaling along with demand
    • Boost integrations
    • Connect with all popular social media
    • “The customer service team needs to be everywhere”
    • Improving efficiency by having all streams on one platform
  • 23:15 – Key communication channels post-pandemic:
    • Live chat
    • Social
    • Email is still king
  • 24:48 – Segmentation & Personalisation
    • 5-member machine learning team builds tags
    • Create rules for clients as per behaviour
    • Makes the customers feel special
  • 32:35 – Optimal Shifts structure
    • Starts with segmenting audience/queries/queries
    • Then automate repetitive questions
    • Reps start tiring after 6 hours, but depends on your company and product
  • 39:20 – How can CX drive profit:
    • Segmenting requests can help drive revenue
    • Be available on all platforms
  • 42:00 – Analysing the sentiment of social messages
    • “You must show you can be reactive and proactive with negative comments”
    • Brands must have a strategy to deal with comments on social media
    • Gorgias allows to filter and match comments to customer and order data


  • CX is the difference between gaining and losing customers
  • Segmentation and Personalisation are game changers in CX
  • Automating repetitive requests frees up reps to handle more pressing requests
  • Brands must be reactive and proactive with negative comments

Links & Resources

Tweetable Quotes:

“The customer service team needs to be everywhere.”

Facebook Group • Continue the Conversation

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group



This episode is brought to you by:

This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses.
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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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