Brayn Wills

Customers are not impressed by AI simply because it is AI. What wins them over is getting the right answer quickly, without repeating themselves or chasing an agent for resolution. If you want an AI customer support agent to improve CSAT, focus on resolution quality, context, and consistency rather than automation alone.  According to the...

I have spoken with enough customer support leaders, operators, and founders to see the same problem surface at different stages of growth.  Support does not usually break overnight. It starts with scattered conversations, slower handoffs, lost context, and agents spending more time managing tools than helping customers. That pressure is only getting harder to absorb....

If you have ever been handed the job of “just add an AI chatbot to our website,” you know the panic that follows. Where do you even start? What do you feed it? What happens if it says something wrong to a customer?  I have sat across from business owners and support leads asking these...

I’ve spent a good chunk of the last year talking to customer support leaders across SaaS, eCommerce, and healthcare, and one thing keeps coming up in every single conversation. Everyone already knows AI agents exist.  Almost nobody has a clean, practical list of where they actually move the needle versus where they’re just noise. That’s...

An AI agent vs human agent debate shows up in almost every support team meeting once ticket volume starts climbing. You’re short on hiring budget, your response times are slipping, and someone on the team just asked if a chatbot could take some of the load.  I’ve had this exact conversation with dozens of business...