How Cricut slashed abandonment rates by 90% with Zoom

Cricut helps customers bring their ideas to life, whether through personalized crafts, gifts, or home decor. As a global leader in cutting-edge design tools, Cricut has a loyal following of hobbyists, small business owners, and DIY enthusiasts around the globe. Their products have a loyal following, catering to hobbyists, small business owners, and DIY enthusiasts around the globe.

Member Care, Cricut’s customer support team, is at the heart of the company, supporting customers in more than 30 countries worldwide. However, as Member Care grew, its support systems struggled to meet increasing demands. A lack of unified tools and actionable insights left agents grappling with inefficiencies. This resulted in a fractured experience that fell short of Cricut’s mission to help its customer community “lead creative lives”.

The Zoom CX suite of products came to the rescue, offering a comprehensive, omnichannel cloud contact center solution, complete with seamless integrations, advanced AI, and real-time video.

Cricut’s Member Care team faced several issues with their previous contact center solution. The most disruptive was a collection of fragmented systems and limited AI capabilities. Agents had to use multiple tools and follow manual processes, making it hard to work effectively and resolve calls quickly.

Zoom CX gave Cricut a way to unify voice, chat, and video in a single platform, with AI functionality embedded throughout. With Zoom Virtual Agent, our AI-first self-service solution, customers can resolve issues on their own. If escalation is needed, the conversation seamlessly transitions to a live agent with full context, so they never have to repeat themselves. As a result, more customers can resolve their issues without having to speak to an agent. As Kaushik Tilve, manager of systems and technology at Cricut shared:

“By integrating AI functionalities across Zoom CX, we’ve achieved a 50% self-service containment rate, freeing agents to handle complex inquiries.”

When a call needs to be escalated, the agent can see the AI-generated historical context and take it from there — no frustrating repetition necessary. During the call, AI Expert Assist, within Zoom CX, acts as an assistant to the agent. By pulling up articles and resources specific to the inquiry in real time, AI Expert Assist helps agents resolve issues faster, leaving customers satisfied and ready to move on with their day.

Closing out one interaction and moving on to the next is also easier. Call summaries, generated by Zoom AI Companion for Zoom Contact Center, significantly speed up after-call work and provide context for future interactions. Isaac Hales, manager over workforce management, is enjoying the boost in efficiency:

These capabilities don’t just help with efficiencies; they also allow agents to enjoy their jobs and reduce the risk of burnout and attrition. Isaac noted, “Agents now get breathing room between calls, making their day less stressful and their work more impactful.”

Plus, integration with Cricut’s CRM platform puts customer history at the fingertips of those who need it. Agents no longer need to juggle multiple systems; instead, they can efficiently and quickly manage customer interactions from one seamless interface. Taylor Nelson, Member Care QA specialist at Cricut, works on the front line and is feeling the positive impact first hand.

A huge differentiator for Cricut has been the ability to switch easily from a voice call to a live video. This functionality has played a huge part in speeding up resolution and increasing customer satisfaction and trust in Cricut as a brand. Let’s take a closer look.

Zoom Contact Center’s renowned video capability was invaluable to Cricut’s Member Care team. They’ve found that visual demonstrations are key to helping customers resolve issues that may arise with their machines. The ability to instantly switch from a voice call to a video session significantly reduces handle times, which just wasn’t possible before.

The team has improved first-contact resolution, addressing complex issues in one interaction. Customers benefit from faster, more personalized service. Plus, they’ve drastically cut down customer wait times by nearly 90%.

The team has also seen some impressive results in workforce and quality management.

With the help of Zoom Workforce Management, Cricut has turned around scheduling and forecasting, reducing its call abandonment rate by 90%. They did this by pinpointing trends and specifically examining patterns in agent availability, task completion times, and customer wait durations. With this data, they’ve optimized scheduling and resource allocation.

The Cricut team is going a step further, using sentiment analysis in valuable ways. Before Zoom, evaluating calls was a manual, tedious process that led to quality inconsistencies. By leveraging AI Companion for Zoom Contact Center, Cricut’s Member Care team can see real-time sentiment analysis, helping agents adjust tone and approach mid-call for better outcomes.

Zoom Auto Quality Management helps with call monitoring agent coaching, summarizing key issues as they arise and making it easy to identify trends. These insights help the team improve training and ensure consistent performance across global teams. As Isaac commented:

“The sentiment analysis is also really beneficial after the call. We can quickly filter any calls where the customer may have been really frustrated, and we can listen to what happened, and we can go back to the agent. We can coach them, offer training, or provide different ways to approach the situation.”

Cricut also uses this AI-captured Voice of the Customer data to inform product development. Customer suggestions and concerns are translated into actionable insights, helping optimize existing products and introduce new features. The team is pulling rich insights like never before, while saving the time and cost of adding additional team members.

The Zoom CX suite has helped dramatically reduce the stress on Cricut’s Member Care team, giving them the tools they need to deliver faster, smarter, and more personalized support. All while agents get the support they need to develop in their roles.

Today, Cricut delivers meaningful customer interactions with an empowered, more engaged team. The team can now solve member issues more efficiently while staying true to their mission.

Cricut is excited about what’s to come with its growing partnership with Zoom.

“Zoom’s innovation is unmatched. Whether it’s testing new features like auto-quality management or integrating seamlessly with our ticketing system, they’ve proven to be a partner in growth. We don’t just solve problems with Zoom — we stay ahead of them. Their tools empower us to adapt, refine, and reimagine what customer care can be.”

Book a demo today and learn how Zoom can help your team deliver unforgettable customer experiences.