How Pür Smile Eliminated 99% of Support Tickets And Turned Chat Into a Revenue Driver

Most brands adopt AI chat to reduce support volume.

But for Pür Smile, a fast-growing oral care brand, the opportunity was bigger than that.

The team wanted to remove operational bottlenecks, improve customer experience, and unlock new revenue without expanding the support team.

Working alongside their CX partner, Versus Consulting Group, Pür Smile implemented REP AI to transform how customers interact with the brand across the entire journey.

Where things started to break

When Lily Sokolyk, Co-founder of Versus Consulting Group, came in to support Pür Smile’s CX operations, they weren’t walking into chaos. The fundamentals were there:

• A functioning support team
• Established workflows
• A clear commitment to customer experience

But there was an underlying inefficiency that couldn’t be ignored. “We were getting a lot of the same questions over and over again… every single one became a new ticket,” Lily said.

Questions like:

• “Where’s my order?”
• “Can I use this product with my condition?”
• “Is this right for me?”

None of them were complex. But collectively, they were overwhelming. Even with FAQs in place, customers still couldn’t find what they needed because static content couldn’t adapt to how people actually ask questions.

“You and I could ask the same question in completely different ways. FAQs are standardized. Customers aren’t,” Lily explained.

And for a customer base that skewed older, many skipped written support altogether and picked up the phone, adding even more pressure on the team.

At a certain point, it became clear: This was a systems problem.

Why the agency looked beyond traditional support tools

Versus Consulting Group doesn’t just plug tools into a stack. Their goal is to rethink how support should function as brands grow.

For Pür Smile, that meant stepping back and asking a different question: What if most of these tickets didn’t need to exist in the first place?

That’s what led them to explore AI solutions. But not all were hitting the mark… 

Many were rigid. Scripted. Obvious.

“We looked at different options… but most of them felt basic. The conversations didn’t feel natural,” Lily said.

REP AI was different. More than just answer questions, REP understood intent, even when questions weren’t perfectly phrased. It could guide conversations, recommend products, and engage customers in a way that felt closer to a real interaction than a scripted exchange.

The experience had to be perfect because if customers didn’t trust the experience, they’d fall right back to email and phone.

What changed after implementing REP AI

At first, the implementation was focused on one thing: support.

The team trained REP AI on:

• Product knowledge
• Policies
• FAQs
• Real customer questions

The goal was to handle as many repetitive inquiries as possible without involving an agent. And almost immediately, the impact was obvious.

“Since we started using REP AI, it eliminated 99% of product-related questions completely,” Lily shared.

Removing that volume didn’t just make things quieter, it changed how the team worked.

“Now we can focus more on quality… helping customers who actually need extra support or guidance,” Lily continued.

That meant:

• Supporting customers who needed help using the product
• Providing more personalized guidance
• Managing reviews and social channels
• Improving the overall customer experience

Importantly, this wasn’t about replacing people. It was about giving them better work to do.

From support tool to revenue driver

Initially, the sales side of REP AI wasn’t a priority. According to Lily, the team wasn’t really focused on the sales part. “We just wanted to see how it works.”

But as they reviewed conversations and performance, a pattern emerged.

Customers were buying from the AI. A lot.

“We realized it was actually generating a lot of sales… it literally pays for itself.” That’s when the strategy evolved beyond just support and into a sales engine as well.

Turning conversations into conversions

Once the team leaned into REP AI’s sales capabilities, the role of chat expanded significantly.

Instead of reacting to questions, REP AI began to actively guide the shopping experience.

It would:

• Engage customers browsing key product pages
• Offer help before they ask
• Recommend complementary products
• Surface relevant offers

“We noticed customers weren’t just looking at one product, they were looking for what to pair it with. That gave us ideas for bundles and how to structure our offers,” Lily explained.

Results

Today, REP AI is influencing a meaningful portion of Pür Smile’s revenue. When customers take action inside the conversation, the intent is already high, and the conversion rates reflect that:

Also, 98.95% of questions asked are successfully answered by the AI, ensuring that customers get accurate, immediate responses without needing to escalate to a human agent.

Why the partnership mattered

For Versus Consulting Group, the impact of REP AI wasn’t just about one brand. It changed how they think about scaling support across their entire client portfolio.

“It’s not just the tool—it’s the team behind it. There’s always someone available, and they go the extra mile to help.”

That level of support made it easier to:

• Continuously optimize performance
• Stay on top of new features
• Expand use cases over time

It also opened the door to bring REP AI into other client accounts as part of their agency offering.

The bigger takeaway

Pür Smile didn’t just reduce support volume. They redefined what support looks like.

• Questions are answered instantly
• Customers are guided, not just responded to
• Support teams focus on quality, not quantity
• Conversations generate revenue, not just resolutions

And perhaps most importantly, the system scales without adding complexity.

“Working with REP AI was a very good decision. It gave us support, sales capabilities, and the opportunity to grow.”
-Lily Sokolyk, Co-founder of Versus Consulting Group