Multilingual customer support for a global connected fitness brand

The challenge 

Supporting customers across a connected fitness ecosystem creates a level of complexity that goes far beyond standard customer service.

The key challenges included:

High complexity of customer inquiries

Customer issues could involve the virtual platform, connected indoor cycling products, accounts and subscriptions, e-commerce, or community features. Many cases required specialized technical knowledge and deeper investigation rather than standard ticket handling.

Consistent quality across languages and service areas

With customers supported in four languages and across different types of inquiries, maintaining the same level of quality and customer experience across the entire operation was critical.

Reducing customer effort

Resolving an issue was only part of the goal. The experience also needed to be as easy as possible for customers, particularly when dealing with complex technical or account-related problems.

Understanding why customers contact support

Individual tickets provided valuable information, but the challenge was to identify recurring patterns across customer interactions and understand the underlying causes behind them.

Turning customer feedback into actionable insights

Customer comments needed to become more than post-interaction feedback. The client needed a structured way to categorize feedback, identify root causes, and translate insights into concrete operational and customer experience improvements.

The challenge was therefore not simply to handle a diverse range of customer inquiries efficiently, but to build an operation capable of learning from every interaction and continuously improving the customer experience.

Scope of the support

The customer support operations cover several highly specialized service areas:

Technical support

Assisting users experiencing application crashes, bugs, synchronization issues, and activity recording problems.

Accounts & subscriptions

Resolving login issues, password resets, account updates, subscription management, and payment-related inquiries.

E-commerce support

Assisting customers in purchasing physical products, including trainers and accessories, handling order issues, delivery inquiries, and warranty claims.

Community & events

Supporting social features, correcting event results, and updating inaccurate activity data. The operations also require multilingual support across four languages, while maintaining consistent service quality and delivering a seamless customer experience regardless of language or issue complexity.

Beyond resolving tickets efficiently, the client expects to reduce customer effort and better understand the underlying reasons why customers contacted support.

The solution

Axendi built the support operations combining specialist knowledge, quality management, and advanced customer feedback analytics. 

Specialized multilingual teams

Dedicated agents support customers across four languages while developing expertise in specific support areas—from technical troubleshooting and Tier 2 investigations to subscription management and e-commerce processes. 

This specialization enabled faster issue resolution and more accurate support for increasingly complex customer needs. 

Quality as a continuous process

Quality assurance is treated as an ongoing improvement initiative rather than a compliance exercise. 

Regular evaluations, coaching, and performance monitoring ensured consistently high service quality while maintaining operational efficiency across all support streams. 

Turning customer feedback into operational insight

Customer feedback became one of the most valuable sources of operational intelligence. 

Using Rosetta, Axendi’s proprietary text analytics platform, the team analyzes customer comments to: 

• categorize feedback with greater accuracy, 

• identify recurring customer issues, 

• distinguish controllable from uncontrollable causes, 

• uncover operational and product-related root causes, 

• continuously improve issue categorization and analytical models. 

Rather than treating customer comments as post-contact feedback, they became actionable insights supporting continuous service improvement. 

This approach shifts the focus from simply responding to customer issues to understanding why those issues occurred and where improvements could have the greatest impact. 

Results

Over the course of several months of 2026:

• Customer Effort Score (CES) exceeded the target of 75%, demonstrating a measurable reduction in customer effort during support interactions. 
• Quality assurance remained consistently above the 90% target throughout the January–June period. 
• 100% compliance in analyzing BPO feedback and delivering timely recommendations.
• Customer feedback analysis has evolved into a structured process supporting root cause identification and operational improvements through AI-powered text analytics. 
• Continuous testing and refinement of categorization methods have improved the quality of insights used to optimize customer experience. 

Conclusions

Organizations that consistently improve customer experience use every interaction as an opportunity to learn. 

By combining multilingual expertise, specialist support teams, robust quality management, and AI-powered customer feedback analytics, Axendi helps transform customer service from a reactive support function into a source of continuous operational improvement. 

Instead of simply resolving tickets, every customer interaction contributes to a better understanding of customer needs—and to building a more seamless experience for future users.