The 3:12 AM email that changed everything

How a supplement brand turned their support nightmare into a €45,739/month revenue engine, and why most founders wait too long to fix what's really broken

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It started with an angry customer

Kevin Larsen was supposed to be sleeping. Instead, he was staring at his phone at 3:12 AM, reading another furious email from a customer who'd been waiting 21 hours for a response.

"This is unacceptable. I'm canceling my subscription and telling everyone I know to avoid your company."

His supplement business, New Earth, was crushing it - €280K/month in Shopify sales and growing fast. But there was a problem eating away at everything they'd built.

Their support system was killing them.

21+ hour response times. 150 tickets piling up daily. A 4.45 CSAT score that made Michael cringe every time he saw it. Multiple 1-star reviews appearing faster than he could damage-control them.

Sound familiar?

The question every founder asks (but gets wrong)

"Should I just hire another agent?"

That's what Kevin thought too. On paper, it made sense. More people = faster responses = happy customers. Simple math.

Except it's not a math problem.

When we audited New Earth's system, we discovered something that shocked even us:

• 27% of tickets were customers who couldn't find basic product info (that was right on their website)
• 19% were subscribers about to churn - not because of the product, but because of slow support