SUCCESS STORY
Summary
When Boca Rosa went through a post-live crisis peak (high volume, integration and quality issues), customer service became a bottleneck and reputation suffered: NPS 32, Reclame Aqui 3.3, and TMA of 25 hours. With Cloud Humans' AI (Rosa, the brand persona), the team regained performance and customer trust: in 6 months it reached NPS 78, earned RA 1000, cut the TMA to 3.3 hours, raised AI CSAT to 84.3, and automated 54% of tickets — even with 80% of contacts being logistics.
“Boca Rosa has a huge name. The end-to-end operation was less than a year old. Expectations were absurd.”
Victor Xavier
Head of CX
The challenge: when the buzz is huge and the experience can’t keep up, the queue explodes
Boca Rosa Company began to operate 100% "in-house" from October of the previous year (and B2B in January). In June 2024, a live event generated a lot of revenue and expectations — and then came the combo that no one wants:
Integration issues and order updates
Cases of defective product/packaging
Digitally native consumers demanding answers "yesterday"
Demand spikes on a lean team
Impact before AI (at the height of the crisis):
NPS 32
Reclame Aqui 3.3 (not recommended / red)
TMA 25 hours
FCR 7/10 (3 out of 10 came back)
At one point, the company made a rare decision:
pause the operation to fix what needed to be fixed and reconnect with the community
“Post-sale crisis equals high volume of contacts + misaligned experience.”
— Xavier
Why AI has become inevitable
In a digital-native brand, “a clunky chatbot” destroys identity.
The team needed to scale without becoming a generic support operation.
What was at stake:
Keeping the “Boca Rosa way” of speaking
Bringing agility and empathy during seasonal peaks (launch = spike)
Getting the team out of conveyor-belt mode (copy and paste)
Freeing up space for CX to influence the business (social, e-commerce, supply)
“I could scale with a clunky chatbot, but I would lose Boca Rosa’s personality.”
Victor Xavier
Head of CX
What made the difference in building Rosa
1) Start small and map frictions (real Pareto)
They already had a very clear picture of where it hurt the most: peaks post-live, logistics becoming 80% of the demand, anxiety for status, and a native digital customer without patience for long SLAs. So AI first entered where it truly made a difference:
tracking
order status
repetitive questions that congested the queue
sorting and pre-collecting data
2) Minimum viable content, with curation
Boca Rosa didn't need a "perfect center" to start. They needed a useful V1, aligned with the brand's voice and the themes that appeared the most in crises.
What was included at the start:
logistics and deadline responses
support policies and flows (exchange, return, damage)
common exceptions at launch
messages of empathy and transparency (without becoming a robot)
3) Continuous auditing with a clear owner (this speeds things up immensely)
Another point that almost everyone ignores: having someone from CX as the owner of the audit changes the game. It’s not an “IT project.” It’s customer experience.
And when the owner is close to the operation:
feedback becomes a short cycle
the corrections are quick
AI starts “ramping up” like a real person
4) Personality and tone of voice (without destroying the branding)
Here there was an obvious requirement: it wasn't possible to scale with a clunky chatbot.
AI needed to speak as Boca Rosa speaks.
So the persona was designed to:
maintain dynamics and connection
use emojis in moderation (and with context)
vary responses (not become a script)
mirror the client's tone when it makes sense
Xavier said something that sums it up well: there are clients who end the conversation without realizing it was AI — and this only happens when the language is human and consistent with the brand.
5) Integration to move from "FAQ" to becoming an agent
For me, this is the dividing line: chatbot answers. agent resolves.
And in Boca Rosa's case, since 80% of the tickets are logistics, simply having content isn't enough.
The leap comes when AI can:
consult updated status
pull tracking automatically
pre-collect data (photo, evidence, purchase info)
deliver to the human a "chewed-up" case when it needs to scale
And this is exactly where AI becomes even stronger: connecting backoffice and taking the repetitive “copy and paste of tracking” work off the human's hands.
Example of a real conversation
If you prefer, I can also transfer you to the human team to finalize any adjustments now.
What is happening behind the scenes:
status inquiry via integration (logistics)
tone of voice mirroring the customer (without overdoing emojis)
clear overflow option
reduction of public friction (fewer complaints on Reclame Aqui)
Key metrics
NPS: 32 → 78 (in ~6 months)
Reclame Aqui: 3.3 → RA 1000
TMA: 25h → 3.3h
FCR: 7/10 → 9/10 (only 1 back-and-forth)
AI CSAT (Rosa): 84.3
Retention/automation: 54% (previous slide 44%)
Demand mix: 80% logistics
“Having 50% retention with 80% of tickets being logistics is very positive.”
Victor Xavier
Head of CX
How implementation went (step by step, concise)
1️⃣ Setup and connection with previous channel (without an in-house dev team)
Boca Rosa didn’t have developers
Cloud Humans came in strong as the implementation partner
Onboarding with close support
2️⃣ Persona and brand voice (Rosa)
native digital language
consistency with social/content
emoji used in moderation
variable responses (not a “robot script”)
3️⃣ Continuous auditing (with ownership in CX)
dedicated person to train and fine-tune
analysis of what improves CSAT vs retention
easy feedback (like/dislike + correction)
4️⃣ Rules for sensitive cases
product quality
return
adverse reaction
the AI recognizes and transfers transparently
5️⃣ Eddie in the back office (logistics and editing)
integration with logistics operator and purchase data
tracking automation
next step: account update (email/address) without a human
“Rosa already asks for a photo, data, and context. When it reaches a human, it arrives pre-digested.”
Victor Xavier
Head of CX
WHAT CHANGED THE GAME: From AI in Zendesk to the complete Cloud Humans solution (AI + Cloud Chat)
A key point in Boca Rosa’s journey: in the beginning, Rosa ran integrated with Zendesk.
It worked.
But it wasn’t ideal.
Over time, it became clear that it made more sense to use Cloud Humans’ complete solution — AI + Cloud Chat in the same ecosystem.
“The best decision I made was using Cloud Humans’ complete solution. AI + helpdesk in the same place changed the game for us.”
Victor Xavier
Head of CX
What changed in practice
1️⃣ Real WhatsApp (no brokers)
In Zendesk: we had to work with brokers because the tool was not native for WhatsApp.
In Cloud Chat: official WhatsApp integrated directly, no workarounds.
2️⃣ Simpler tool
Zendesk was complex and expensive for what they used.
Cloud Chat is more intuitive, easier for the team and faster to operate.
3️⃣ More aligned pricing model
Zendesk charged per modules and add-ons, with long contracts.
Cloud Humans has a more predictable model and no “gotchas”.
4️⃣ Much closer support
In Zendesk, support was distant and often pushed us to expensive third-party consultancies.
At Cloud Humans, implementation and follow-up were done in real partnership.
5️⃣ Easier AI to train
The AI inside Zendesk was more complex to maintain.
Rosa is simple to audit, adjust and evolve — directly through the interface.
The result was not just technical.
It was operational.
The side effect I like most: the human team becomes strategic
When repetitive work disappears, the team stops surviving and starts building.
What now fits into the schedule:
group delight actions
customer voice committee
rituals with social, supply and e-commerce
