Matt Price

That's the next level of proactive reinvention.

We have a beauty company who is doing color matching using AI now.

And these all have a business foundation, but they also have a customer foundation.

The biggest reason that cosmetics get returned is the color didn't match somebody's skin.

Totally.

And so what we're starting to see now is this customer care as becoming an innovation in customer service being as important as product innovation.

So the beauty company,

Firstly, okay, they might start with, hey, I want less returns, but actually if I can get color matching, maybe I don't need it as much as a retail presence as I did before.

And we believe that innovation in customer care is going to become as important as innovation in product.

The challenge for companies to do that is...

Customer care until now has been incredibly complex.

There's five or six different tools.

You need to hire the people and you need to do everything else.

At Crescendo, we think that's not necessary because we'll do all that for you.

So you tell us how you want to innovate and we'll implement it.

We believe in five years time, people will look back and say, why did we ever try and do that ourselves?

Why are we spending so much time and time?

It's a bit like in anybody that's a mid-market manufacturer now.

Why would we ever set up a production line and tool it ourselves and staff it ourselves when we can design a product and work with a contract manufacturer to deliver it for us?

There are always edge cases, but for the 80%, 90%, customer service is not a complicated concept.