How PURELEI surpassed a deflection rate of 50%


PURELEI automated half of their queries after integrating Ultimate's solution into their CRM with just one click.

CRM Integration
Deflection rate 50%
Round-the-clock support 24/7


  • PURELEI's support team was spending too much time on simple, repetitive requests despite their comprehensive FAQ page
  • They were looking to automate their personalized omnichannel support
  • Thanks to a seamless integration with Zendesk, customers are served round the clock, and can type in free text and upload images to the chat
  • After automating, PURELEI easily surpassed a 50% deflection rate

The Customer: Based in Germany, inspired by Hawaii

PURELEI is an ecommerce company based in Germany but inspired by the beauty of Hawaii. PURELEI brings aloha vibes to its customers, reflected both in the brand's name (A mix of “pure” and the Hawaiian “lei” flower) and their products. These include waterproof jewelry as well as monthly jewelry subscriptions curated by the Purelei team.

Their support team includes 15 internal agents, as well as 2 experts for automation processes and reporting.

Because of their personalized approach, PURELEI wanted to level up their service by providing fast, accurate, and personalized automated support to their customers across all channels. What they didn’t want was to have to reset their customer relationships. That’s why the team knew they needed an automation platform that would easily integrate with their OMS - Shopify, and their CRM provider - Zendesk.

The Situation: Repetitive requests driving resolution times up

Sofie Werner’s support team at PURELEI was spending too much time on simple, repetitive requests despite their comprehensive FAQ page.

“Simple requests like, ‘How can I return my product’ were taking up so much of our time,” remembers Sofie, who started out as a Support Agent at PURELEI, and is now their Customer Service Automation Manager.

The Solution: Chat automation thanks to a seamless CRM integration

While in a call with their CRM provider, Zendesk, PURELEI were referred to Ultimate because of its simple one-click integration into Zendesk.

Impressed with the speedy onboarding process of under 3 weeks, Sofie's team felt reassured that they had made the right choice with Ultimate.

Onboarding was easy, the AI was impressive, and they loved that Ultimate also integrated into other tools, like Shopify.

“It’s great that Ultimate is not tied to one ticketing system but is flexible by design,” says Sofie. “With its native Zendesk integration, it was so easy to get started with automation and see results.”

This improved PURELEI's user experience immensely: Because it was integrated with Zendesk, Ultimate's virtual agent recognized free text fields, rather than relying just on predefined buttons, and customers could even upload images.

The capability to customize and adapt to other tools like Shopify additionally helped significantly upgrade PURELEI's customer experience.

And, as promised, repetitive requests were immediately deflected by PURELEI’s new virtual agent, especially because pre-filtering worked so well. This proved to be an immense relief for certain requests, like warranty claims.

The Success: Flexibility by design

PURELEI’s automation team soon reaped the benefits of Ultimate's flexibility.

After integrating the AI into their existing OMS and CRM, Sofie could quickly build conversations between her virtual agent and its future customers, drawing on template replies and swiftly duplicating successful dialogue flows for future use - all without writing a single line of code.

Human agents were immediately freed from repetitive requests as planned, resulting in faster resolution times and a deflection rate of over 50%.

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