Retail
Chewy
Chewy is a holistic platform where pet parents find everything they need for life with pets. From food, to fun, to pharmacy, they are affordable, fast and have award-winning 24/7 customer care.
Summary
Chewy does something simple yet powerful: they treat customers like family. Every agent can create meaningful moments—hand-painted portraits, sympathy cards, flexible solutions. They've built relationships, not just transactions, turning great experiences into stories customers want to share.
Chewy built a customer care infrastructure where empathy is the operating system. By giving agents autonomy to solve problems, anticipate needs, and create moments of emotional connection, they transformed customer service from a cost center into a brand differentiator that drives loyalty across the entire pet lifecycle.
Support delivery
*Observational only
Insights
Empathy
01: Empathy as operating system, not script
Chewy doesn't call customers "customers," they're "pet parents." This isn't just language, it's a mandate that shapes how every agent operates. Chewy empowers agents with autonomy to provide context-specific gestures without approval chains - hand-painted pet portraits, sympathy cards, donations to shelters - turning transactions into relationships through emotional intelligence at scale.
Opportunities for our work
Opportunity Area
Champions of ambition
Transform care interactions from transactional problem-solving to aspirational enablement. Whether that's expediting a repair for a student's thesis deadline or providing personalized setup guidance for elderly users - agents become champions who accelerate customers' goals.
How might we move beyond the script and equip agents with authority for achieving creative care solutions?
Opportunity Area
RCC = Lifecycle partners
Position agents as lifecycle advisors who understand customers' evolving technology needs across personal and professional journeys.
Currently RCC operates reactively to customer requests rather than proactively guiding customers through transitions and growth moments.
How might we utilize AI and design anticipatory care around life milestones?
