The interview
Before Elmtrail, how did you feel about bringing AI into your team’s work?
Honestly, I couldn’t wait. I have always been fascinated by what AI could do for operations, because anyone who has worked in support knows the feeling: the same checks, the same follow-ups, the same questions, hundreds of times a week, and the constant thought that a person shouldn’t have to do all of this by hand. What I really wanted was a way to turn all that experience into something that works on real cases, safely. Elmtrail gave us exactly that.
What was the moment you realised it was actually working?
When a colleague from my team and I set up an automatic reminder flow for missing payments, and the very first customer wrote back to thank us. I remember reading that reply three times: it was our knowledge, our tone and our way of working, running on its own, and a customer was happy. That was the moment everything changed for me, and I told the whole team straight away.
How does a typical day look different now?
Calmer, and much more focused on the customers who really need us. Policies, FAQs and all the routine questions are now answered automatically, always checked against our knowledge base, and I step in only when a case calls for it. My time finally goes where it makes a real difference, and to building the next flow, of course.
What has Elmtrail made possible that wasn’t possible before?
It puts us at the centre. We can bring everything we know about our customers and our processes into it, experiment, and shape it around the way we actually work, rather than the other way round. And every time the Elmtrail team shows us something new, it opens up ideas I didn’t even know we could have.
What would you say to a team on the fence?
Just try it. Pick the task that eats up your day, describe how you do it, give Elmtrail your SOPs and operational knowledge and see what comes back. You stay in control of every step, so there is nothing to lose, and nothing prepares you for the energy you get the first time a customer says thank you to a flow you set up yourself.
