How JustFoodForDogs scaled personal support with AI without losing the human touch
"We originally focused on deflection, but what we found was even better. Now, our AI is helping customers discover products, understand ingredients, and even convert. That's real ROI."
Cristina Fucchi, Chief Customer Officer, JustFoodForDogs
Inquiries resolved by AI
62%
Message average
11
Positive sentiment
66%
About the Company
JustFoodForDogs is redefining pet nutrition with fresh, human-grade meals made in open kitchens.
Since 2010, they have helped pet parents make better choices through science-backed recipes and veterinary support.
Outcomes
62% of inquiries resolved by AI
11-message average, showing depth of AI-customer conversations
Positive sentiment (66%) on dietary and product-related topics
Clear roadmap toward 70% containment and CSAT
Challenge
With rising order volumes and a reputation for trust, JustFoodForDogs needed a way to keep support personal while scaling fast.
As the company scaled, so did support complexity. Customers had questions about meal plans, subscriptions, thawed deliveries, and ingredient breakdowns—many of which required personalized responses.
As demand grew, three key challenges emerged:
- High-effort manual flows
Feeding calculations, subscription edits, thawed food complaints, and product questions required agents to manually retrieve or verify information, consuming valuable time and slowing response. - Limited retention workflows
Subscription cancellations lacked nuance. The team wanted to replicate live-agent flows that uncover reasons for cancellation and offer save-the-sale options such as skips, discounts, or substitutions. - No conversion visibility
Pre-sale chats were driving interest, but the team couldn’t yet tie AI conversations to actual purchases—they needed analytics to quantify the tool’s revenue impact.
JustFoodForDogs set out with a clear goal: reduce routine contact volume without sacrificing service quality.
But, they needed more than just a deflection engine—a conversion-aware AI teammate that could scale with empathy, insight, and precision.
Solution
JustFoodForDogs partnered with KODIF to deploy an AI-powered support stack that automates intelligently, drives better experiences, and supports cross-functional goals.
What we implemented:
- AI Chat Agent trained on feeding guidelines, product FAQs, subscription logic, and thawed food policies
- System integrations with Salesforce and order management tools
- Live-agent mimic flows for subscription cancellations with retention steps, skip the next order, and thawed food complaints
- Email recap functionality built into the chat experience, enabling the AI to send summaries of feeding and dietary guidance to customers
- Insights & reporting across CSAT, message effort, and sentiment
- Custom alerts & analytics to spot trends and prevent churn
Even nuanced requests like feeding plan recommendations or thawed delivery handling are now resolved end-to-end by AI.
It’s also worth mentioning that at JustFoodForDogs, AI isn’t used to replace human support, it’s designed to enhance it.
From day one, the goal was to create automation that felt personal, helpful, and aligned with the brand’s high-touch approach to customer care.
The team made sure that while AI could handle repetitive tasks and common questions, a human was always available when needed.
AI now plays a supportive role that lets agents focus on the complex, high-value interactions that matter most.
The results
- 62% containment – without relying on endpoint handoffs
- Feeding guidelines: 89% containment
- Thawed orders: 79% containment
- Dietary questions: 72% containment
- Chat volume grew from 10% to 20%, reflecting a significant uptick in usage
- 11-message average, showing depth of AI-customer conversations
- Positive sentiment (66%) on dietary and product-related topics
- Clear roadmap toward 70% containment and CSAT
- New visibility into pre-sale product interest and potential conversion tracking
Future development with KODIF
Cristina and her team are doubling down on automation—not just to deflect, but to drive outcomes across the journey. Next up:
In progress
- Subscription Retention flows with “Why are you cancelling?” prompts
- Email automation to support outsourced teams
Coming soon
- AI Concierge to help shoppers build carts, discover bundles, and order directly from chat
- Conversion attribution for pre-sale AI chat sessions
JustFoodForDogs proves that with the right AI partner, ecommerce support can be a driver of conversion, retention, and loyalty, not just cost savings.
