Folk Clothing resolves 53% of support conversations with Klaviyo’s AI-powered Customer Agent

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Folk Clothing is a London-born fashion brand celebrated for its premium fabrics, refined detailing, and commitment to sustainable design.

Founded in 2000, Folk has evolved from its menswear beginnings into a full lifestyle label spanning womenswear and accessories. With multiple London stores, a network of wholesale partners, and a strong digital presence, the brand now connects with a global audience using Klaviyo.

Learn how Folk Clothing uses Klaviyo’s full Service suite to streamline customer service and scale support with AI

Challenge

For years, the Folk Clothing team grappled with a customer service operation that relied on a basic email inbox and a phone line that was easily overwhelmed. 

Customer enquiries were tricky to track. The team was juggling a shared inbox and often lost sight of who was handling which cases. Important customer emails got caught in their inbox’s spam filter, which left both staff and customers frustrated.

I’d spend my day going through our email inbox and if another colleague had jumped on enquiries, it was almost impossible to keep track. It was messy and was distracting us from our roles

With enquiries piling up around simple topics like order confirmation and tracking, the team needed a way to streamline high-volume, low-complexity interactions and deliver a better customer experience.

Solution

To address these challenges, Folk Clothing first turned to Klaviyo’s Customer Hub, an on-site flyout that customers can use to manage their relationship with the brand, from tracking orders to initiating returns.

By adding this personalized, self-serve layer to their ecommerce store, Folk has streamlined all post-purchase experiences.

It’s the first time ever that we’ve had everything in one place for our customers.I’m no longer getting four emails a day asking for tracking information or to resend an order confirmation. Instead, customers are going straight to our website and all of that information is readily available for them in Klaviyo Customer Hub.

The team has also enabled Klaviyo’s Customer Agent inside of Customer Hub to provide instant answers to common customer questions, without any input from the team. This AI agent—which they’re affectionately calling their “robot colleague”—works by ingesting the brand’s entire storefront to inform responses, 24/7. The Folk team can even train the agent further by feeding it additional resources, should they wish.

“Klaviyo Customer Agent has been a seamless addition to our customer service team, responding quickly and efficiently while maintaining the personal touch our customers expect. I was relieved to see that even our most loyal clients, who are used to high-touch service, haven’t noticed a drop in quality,” says Scott.

For any customer enquiries the Agent is unable to answer, Folk relies on Klaviyo Helpdesk. Not only does this route necessary queries to the team, but acts as a single environment to which messages can be pooled from all of Folk’s channels, such as web chat and email. Crucially, Helpdesk also provides the functionality for all enquiries to be tracked, assigned, and reassigned when team members are away, making the process far more reliable.

Strategy

With Customer Hub, Customer Agent, and Helpdesk now live, Folk Clothing has been able to reshape how they support customers and scale their service operations. For example, they can now:

• Deflect high-volume enquiries through self-service: Customers who once emailed about order confirmations or tracking now find that information instantly inside Customer Hub, easing pressure on the support team and giving customers faster answers.

• Automate routine interactions with Customer Agent: The AI agent is available 24/7 and provides immediate responses to common questions, saving the team time and ensuring customers aren’t left waiting for support on simple issues. “The Customer Agent has been working really well so far. It’s deflecting loads from my inbox, and everything I’ve seen has been positive. It’s already made a noticeable difference to my workload,” says Scott.

• Centralize and manage all enquiries with Helpdesk: With Klaviyo’s Helpdesk, Folk can bring messages from every channel into one organized workspace. This ensures no enquiry slips through the cracks, while ticket assignment and routing keep the team aligned even when colleagues are out. The result is a more reliable, transparent process for both staff and customers.

• Ensure information accuracy across the website: Customer Agent is also acting as a diagnostic tool, illuminating outdated website information for the team to immediately update to keep communications accurate and consistent. “It might highlight that our meta description on our returns page has an old carrier we’re no longer using, and I can fix that straight away,” Scott says. “I love it. It’s helping me a lot.” 

Together, these strategies have allowed Folk to scale their service function, reduce manual workload, and build a more resilient and customer-friendly support system.

Looking ahead, the team is keen to explore Customer Hub’s personalization capabilities, such as surfacing specific content blocks to loyalty segments to make high-value customers feel valued.

“Segmentation’s next. We have some really loyal customers that are overdue a reward system and we just haven’t had any way of doing that until now. Setting something like that up within Customer Hub would be amazing,” says Scott.