The challenge
PalletOnline's customers ship pallets across the UK and Europe and want to know where they are, often outside office hours. Tracking enquiries dominated inbound contacts and every one required a support agent to look up the consignment.
The team also wanted the support experience to reflect the brand's friendly, plain-English tone rather than the clipped style of a traditional courier.
What they built
SupportAi was trained on the PalletOnline website, FAQs and service pages so pricing, packaging and service-level questions are answered from the source.
Regex webhooks recognise consignment references in any message and call PalletOnline's tracking system, returning the live status verbatim as a card with a tracking link. No language model rewrites the data.
The marketing team owns the agent's name, avatar, colours and welcome messages from the dashboard and adjusts tone through the prompt without engineering involvement.
Results
- Tracking questions are resolved instantly at any hour with no support agent involved.
- Support staff focus on exceptions such as damage, redelivery and quotes rather than lookups.
- Brand tone is consistent across the widget and human replies, managed by the people responsible for brand.
“Customers can now get help any time without it hitting our pockets. The dashboard let our marketing team dial in the tone for our brand within support too. The webhooks are golden for us: they let customers get live tracking without taking up support resources.”