How Function of Beauty Streamlined Order Management and Boosted Customer Experience with Cleverific
Function of Beauty, founded in 2015, pioneered the customized beauty product movement with their innovative approach to haircare. With a Michigan-based customer service team led by Allysa Kruithoff, the brand allows customers to create formulations tailored to their specific hair needs and preferences. Each product is completely customizable—from formula to fragrance, and even the customer's name on the bottle.
Available both through their personalized online shopping experience and at multiple retailers nationwide, Function of Beauty has established itself as a major player in the beauty industry. This omnichannel approach has helped the company grow into a beauty industry innovator with a devoted customer base built on delivering truly personalized experiences.
When Function of Beauty migrated to Shopify, they faced an unexpected challenge: their highly customizable product offerings required frequent post-purchase order modifications, but they had no efficient way to make these changes. For a brand built on personalization—down to customers' names on bottles—this posed a significant issue for the customer’s experience.
"Before we found Cleverific, we had no way to adjust orders after switching to Shopify," explains Allysa Kruithoff, Customer Service Director at Function of Beauty. "We had to cancel orders, refund customers, and ask them to place new ones—which was a very poor experience."
“Finding Cleverific was honestly life-changing for us and for the customer experience. It’s pretty seamless for our reps to make changes for customers now.”
Tackling complex order modifications
Function of Beauty's unique customization options—from personalized formulations to bottle designs—meant that customers often needed to modify their orders shortly after purchase. Whether updating subscription details, changing product colors, or adjusting names on bottles, these modifications involved multiple line item properties that required precise handling.
The implementation of Cleverific's Order Editor transformed their process. The Cleverific team worked closely with Function of Beauty to create preset line item properties, dramatically reducing the time needed to process order modifications and eliminating error-prone manual entry.
"That was like life-changing for my team," Kruithoff explains. "Before, we had to adjust and edit every line item property manually. What used to take 4-5 minutes per order now takes just seconds. When you're handling 200-300 modification requests monthly, that time savings is significant. Plus, we've eliminated user errors completely."
From backlog to soaring satisfaction
The impact was immediately measurable through a dramatic 14 percentage point increase in customer satisfaction scores. After fully implementing and customizing Cleverific, Function of Beauty now consistently maintains CSAT scores around 80% — a significant achievement in the competitive beauty industry.
This improvement was particularly evident during a recent holiday season. While the previous year had seen a 15-day backlog in customer service requests, Function of Beauty maintained zero backlog after implementing Cleverific. The customer service team, which had previously struggled with limited modification capabilities, now processes changes efficiently, resulting in glowing customer feedback:
"We never had a backlog over the holidays this year," Kruithoff shares. "My team is equipped with the tools they need, and it's seamless—they don't even ask questions about the app anymore because everyone knows how to use it."
Measurable results that speak volumes
The customer satisfaction improvements tell a compelling story about Cleverific's impact on Function of Beauty's business:
CSAT increased by 14 percentage points after implementing Cleverific, delivering a competitive advantage in the beauty industry
Order edit time reduced by approximately 5 minutes per order—more than halving the previous processing time
Zero backlog during peak holiday seasons compared to a 15-day backlog before implementation
These CSAT improvements directly correlate with customer comments that frequently mention speed and efficiency:
The customer service team's feedback has been overwhelmingly positive:
CS Lead: "Cleverific makes it quick and convenient to make adjustments to orders."
Sr. CS Lead: "Cleverific has made it easier to adjust formula components for customers after their order has been processed."
“When I think about last year’s 15-day backlog compared to zero this year, it’s night and day. Cleverific has given us back control over our customer experience.”
Customers have noticed the improvement too, with recent feedback highlighting the efficiency of the service:
"Dealt with my issue very efficiently and in a friendly manner. All sorted now."
"I have absolutely no complaints! The quick response and explanations were great and helped me understand what was going on. I am thoroughly impressed and satisfied with everything!"
"Fast response and solved issue immediately."
A responsive partnership that keeps improving
Beyond the product functionality, Function of Beauty values Cleverific's responsive support. When the team needed custom functionality for their complex line item properties, Cleverific delivered the solution within 48 hours.
"Their support team was incredibly responsive and efficient in helping us customize our backend to fit our needs," shares a CS Manager at Function of Beauty. "They took the time to understand our requirements and delivered the necessary adjustments in a timely manner, ensuring a smooth and seamless experience."
What's more, Cleverific continues to evolve with new features that benefit Function of Beauty. The recent addition of Customer Portal self-serve capabilities for shipping address changes offers even more flexibility for customers to manage their own orders without contacting support. This new feature, included in Function of Beauty's plan, represents the next step in their customer service evolution.
"Cleverific keeps getting better," notes Kruithoff. "The addition of shipping address changes to Customer Portal gives our customers even more control over their orders, which perfectly aligns with our brand's focus on personalization."
Today, Function of Beauty continues to leverage Cleverific's capabilities to maintain their commitment to personalization while ensuring efficient order management. The partnership has enabled them to focus on growth and customer satisfaction rather than operational challenges.
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