Broad River Retail, an Ashley licensee with a clear focus on customer experience, needed to modernize how they managed delivery: reducing friction, eliminating blind spots, and empowering both teams and customers. They brought on Package.ai, and the results were fast, measurable, and deeply human.
And sometimes, that shows up in a text message:
Impact in numbers
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About Broad River Retail
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“Everything changed for the better once we brought on Package.ai… It’s faster, easier, and feels much more human.”
— Samantha Blum, Customer Experience Leader
A Disconnected Experience for Customers and Teams
Broad River’s delivery experience wasn’t keeping up with their CX promise. Customers couldn’t see where things stood or easily reschedule. If they replied to a message, it led to voicemails and missed connections. Internally, CX agents juggled too many tools while delivery teams operated in silos, all leading to slow handoffs, high effort, and avoidable confusion.
For customers, the pain showed up as:
- A lack of real-time delivery visibility — they didn’t know what to expect or when
- No self-service tools — any change meant calling in and navigating IVR menus
- One-way SMS — if they replied, it triggered a clunky cycle of missed calls and voicemails
It created unnecessary stress, and too often, the burden was on the customer to follow up first.
For employees, the issues compounded:
- CX agents were juggling multiple systems to retrieve simple updates
- Delivery and service teams operated in silos, with limited shared visibility
- Manual processes ate up time and focus that could’ve gone to higher-value work
The result? A reactive, disjointed experience for everyone involved. Communication wasn’t timely, coordination wasn’t tight, and the service model wasn’t scalable.
“The communication just wasn’t as connected or proactive as we wanted it to be. We knew there had to be a better way to make everyone feel informed, empowered, and taken care of.”
— Samantha Blum
Broad River didn’t just want a fix. They wanted a partner that could remove effort from the journey, connect their teams, and restore clarity from promise to delivery.
From Manual Friction to Automated Flow
Broad River partnered with Package.ai to simplify delivery communication and coordination, empowering customers, freeing up teams, and connecting the entire operation in real time.
Two-Way Messaging and Confirmation Flow
Customers could now reply to automated messages and get real answers,all in the same thread. No dropped replies, no missed callbacks. If they didn’t confirm, Package.ai followed up automatically via text, email, and phone, without involving an agent.
Confirmation rates soared past 90%.
“The 2-way messaging is hands down our favorite feature… The customer doesn’t feel the need to contact us via phone anymore… Our confirmation rate is constantly above 90%, and that’s way better than where we were before.”
— Samantha Blum
Self-Rescheduling
Instead of calling support, customers received a link to reschedule on their own, instantly and effortlessly. The system respected capacity rules, delivery constraints, and Broad River’s real-time availability.
“We don’t have to touch the order… The customer can see our calendar… and just choose the best date that works for them… hands down, game changer.”
— Samantha Blum
Custom Tags for Personalization and Coaching
Tags helped the team flag important delivery details like elevator access, second attempts, or gate codes, and enabled real-time coaching when something went wrong..
- Tags flagged orders requiring extra care (e.g., “second attempt,” “elevator,” “gate code”)
- Triggered personalized instructions for customers (e.g., “Make sure your outdoor space is ready”)
- Alerted drivers and routing teams to key delivery conditions
- Highlighted missed driver reports for real-time coaching and accountability
- Powered reporting and feedback loops with one-click exports for partner coaching
“We tag orders where a customer made a complaint… and it’s all available in reporting with one easy click download where we can just send it to our delivery partners and coach them in real time.”
— Samantha Blum
Jenny, the AI Assistant
Jenny became the team’s invisible powerhouse, delivering customized instructions, handling routine updates, and switching to a human when needed.
- Sends automated reminders and collects confirmations
- Delivers custom scripts based on tags like “elevator,” “patio,” or “second attempt”
- Handles reschedule flows and status updates in one seamless thread
- Triggers escalation to a live agent the moment a customer goes off-script
- Keeps every interaction visible, centralized, and on-brand
“We worship Jenny… but if a customer goes off-script, it switches to a human instantly. The customer sees that and feels that and it just again keeps it super seamless and easy for the customer and our team.”
— Samantha Blum
Auto-Routing That Actually Works
Package.ai didn’t just automate the routing process, it made it smarter. By factoring in the real duration of each stop, Broad River could finally schedule based on reality, not rough guesses. That meant better-prepared teams, fuller schedules, and more efficient use of each delivery window.
- More appointments per day, without overloading staff
- Smarter routing based on real-world constraints and durations
- Consistent load leveling across delivery teams
“We were just hoping to get 8 service appointments before… now we schedule more based on how long each stop actually takes. It’s allowed a lot of load leveling to happen.”
— Samantha Blum
A Smoother Experience, Front to Back
With Package.ai, Broad River turned delivery from a friction point into one of their most praised experiences — for customers and teams alike.
For customers:
- Clear, real-time updates replaced uncertainty
- Two-way texting and self-rescheduling gave them full control
- Conversations felt simple, fast, and human
“We’ve even had customers say, ‘Wow, that was easy!’ — and that’s exactly the kind of experience we’re aiming to create.”
— Samantha Blum
For CX and operations teams:
- Routine tasks like confirmations and rescheduling became fully automated
- Coaching became data-driven and immediate
- Coordination across departments — CX, routing, delivery — was finally seamless
- Agent morale soared, with full adoption and enthusiastic engagement
“Our agents, our team, loves it… All we ever hear are raving reviews.”
— Samantha Blum
And in the numbers:
- Customer feedback response rate jumped from 14% to 48% — a 3.5x increase
- NPS climbed from 88 to 98 — a 10-point lift to a near perfect score
- Call volume dropped by 20% year over year
- Confirmation rates stayed consistently above 90%
“We went from a 14 response rate to a 48% response rate just from using Package.ai… We saved software expense, resource expense — and gained 10 points.”
— Samantha Blum
What used to be a patchwork of tools and workarounds became one connected system. What used to be high effort became low-touch. And what used to be another delivery day… became a moment of real customer connection.
Where Delivery Meets Delight
For Broad River Retail, delivery was never just about getting furniture from A to B. It was about delivering peace of mind. With Package.ai, they’ve transformed what used to be a point of friction into one of the most praised parts of the journey.
The impact wasn’t just operational, it was human. Teams now work in sync. Customers feel in control. And the simple act of texting became the unsung hero of it all.
In the end, it’s not just about efficiency. It’s about creating the kind of experience that lives up to their mission of furnishing life’s best memories.
Want delivery day to feel like this?
Let’s talk about how Package.ai can turn your service into a conversation.
