Marley Spoon brings market-fresh, easy cooking back to the people. Their chefs create inspiring and delicious recipes, and the company delivers the recipes – with all the ingredients you need to cook them – directly to your door.
With customers across Europe, America, and Australia, they work with some of the world’s top chefs to create tasty recipes each week.
If there are three things that set them apart from other meal-kit services, it’s their commitment to quality, to the environment, and to delivering customer service excellence.
Challenges
Marley Spoon has always done things a bit differently. While many companies were excited to embrace the efficiency of IVR systems and VoiceBots, they were initially concerned about relying too much on automation in customer communication.
This meant their call centre had to operate differently too. Instead of having a large team of agents in a tiered support system, they trained a small team of highly skilled agents to an expert level. Each of these agents is capable of handling any query from any customer at any time.
It’s an approach which allows their customers to dial a number and speak directly to a customer support agent, giving a personal, human touch to each call. Much like an F1 pitstop, every customer gets swift, direct service without any detours.
The challenge, as their business growth rapidly accelerated, was preserving this human touch at scale. This was vitally important because, for Marley Spoon, premium-quality agent-customer interactions directly increase customer retention. And for a subscription-based business, that has a major impact on business outcomes.
The question was, how could they pull this off without training an expansive team of agents to expert level?
Solutions
With their customers at the heart of all their decisions, they decided that the way forward was to focus on supporting their customer service team with a tech solution that would give their agents the time and resources to supercharge their outbound support. babelforce was the perfect partner for Marley Spoon’s vision.
They first partnered with babelforce in 2015. According to Ben Chapple, the Global Head of CCI Outbound & Planning at Marley Spoon, the ways in which they utilized babelforce shifted over time.
Initially, they had segregated teams – a U.S. support team, a European team, an Australian team, and even a reactivations team.
These teams were the first to start using the outbound dialler through their CRM, marking their initial foray into using the telephony system in a more technical way.
Ben recalls the first time he started getting to grips with babelforce. “For me, it was pretty straightforward. There’s nothing too complicated to use there.”
When it came to setting up workflows, his team found the platform to be intuitive. If they needed extra help, babelforce was there to support them through the process.
Since they now had the tech available, Marley Spoon decided to experiment by constructing an IVR system but held back from deploying it as they championed a human-first customer service approach.
Instead of navigating through a maze of automated responses, Marley Spoon wanted customers to reach a human agent promptly. Ben underscores this sentiment, stating, “I feel like there’s this missing sort of link to an actual human nowadays.”
“I think the outbound dialer really was a game changer for my team. Without it we couldn’t be nearly as profitable as we are,” said Ben Chapple, Global Head of CCI Outbound & Planning
Results
Outbound calling was extremely important to them – their subscription-based business model meant that retaining every customer was critical.
As Ben puts it, “It costs a lot of money to acquire customers and not all customers are the right fit or you’re not the right fit for the customer.” They wanted to identify pain points in the customer journey and then address them via strategic outbound dialling.
Enter babelforce’s automated dialler. Beyond the obvious time saved from manual dialling, the dialler had a range of features that made it indispensable to Marley Spoon’s outbound team.
It automatically processed customer lists so that the right customers were contacted at exactly the right times. And whenever there was a failed contact attempt, the system auto-recycled the contact for a retry, ensuring that no customer was missed.
“The outbound dialer for me, that really was a game changer for my team,” Ben says. “Manually dialing those numbers, waiting for it to go through, you add so much time to your day.”
The time-saving aspect was one of the biggest advantages that babelforce’s outbound dialler brought, but it also enabled Marley Spoon to start proactive calling.
This blog post has been re-published by kind permission of babelforce – View the Original Article
For more information about babelforce - visit the babelforce Website
About babelforce
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Author: babelforce
Reviewed by: Rachael Trickey
Published On: 3rd Jul 2025 - Last modified: 9th Jul 2025
Read more about - Industry News, babelforce, Case Studies
