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When I first spoke with Max Riis Christensen, CEO of MakesYouLocal, it was clear that their BPO was growing fast. They were handling customer service for brands like Sephora, Skechers, and Crocs across 15 countries, but Max wasn’t satisfied with how they were managing the data.
Most BPOs in this position would stick to manual processes—hundreds of hours spent tagging conversations, and guessing their way through customer problems. Not Max. He saw the future in AI and automation, knowing that there was a better way to work and to serve clients at scale. That's when MakesYouLocal decided to partner with Sentisum, and their choice to lead the way has paid off.
The Challenge
Moving Beyond Manual Processes
Max was upfront with me about the challenges. His team was feeling the pressure of scaling a BPO operation while relying on manual processes. They had to handle tens of thousands of conversations, all while ensuring top-notch customer service. But, as Max put it, they were reacting to problems, not getting ahead of them.
When you’re working with high-profile clients like Sephora, Skechers, and Crocs, you need more than guesses.
Max told me, “Sharad, we need a system that not only scales with us but gives us the answers before problems escalate.” That’s where SentiSum came in.
The Transformation
Automation and Real-Time Customer Insights
We started by automating the tagging of customer conversations. In any BPO , data overload is common, but actionable insights are rare. SentiSum took those 110 hours of manual work off the table in an instant. This was especially powerful for MakesYouLocal’s customer service agents, who needed to focus on delivering proactive, high-quality service instead of sorting through endless data points.
But automation was just the first step. The real value came when we gave Max’s team granular, real-time insights into their customer interactions. For a BPO handling hundreds of thousands of inquiries across 15 countries, the ability to see exactly where issues were occurring was a game changer.
Tobias Riis Christensen, Business Developer, AI & Automation, was instrumental in leading the integration of SentiSum. He worked closely with our team to ensure that SentiSum aligned with MakesYouLocal’s current processes. As Tobias shared:
One of the key moments came when Tobias and his team uncovered a major warehouse issue using SentiSum’s insights. Before SentiSum, they’d been guessing why so many complaints were coming in about incorrect shipments. With SentiSum, they discovered the root cause: two nearly identical products being stored side by side, causing mix-ups in shipping. They made a small change in the warehouse, and complaints dropped significantly. Tobias messaged me and said, “This is the kind of insight that transforms our BPO into a strategic asset, not just a reactive service team.”
The Impact
More Than Just Automation for the BPO
SentiSum played a key role in helping MakesYouLocal evolve its operations, saving time and offering insights that support their proactive approach:
1. 110+ Hours Saved weekly using automated tagging
Automating the tagging process saved over 110 hours each week—time that agents could now use to focus on more valuable activities, like delivering high-touch support and building better client relationships.
2. Reducing Contacts through Granular Insights
Tobias shared that SentiSum helped one of their clients reduce the number of "Where is my order?" questions and post-order issues (like damages and returns) by 50%. This improvement came from better handling of post-order customer care, thanks to the actionable insights provided by SentiSum.
3. CSAT Improvements due to faster response times
One of the most notable improvements was in customer satisfaction (CSAT). Using SentiSum’s instant tagging, MakesYouLocal could identify urgent issues (like order cancellations) and send follow-up emails within minutes. The result? CSAT scores for these specific issues jumped from 3 to over 4, thanks to the speed and relevance of their responses
4. AI for Scaling across 28 regions
The scalability of MakesYouLocal’s BPO was one of the most critical outcomes. With SentiSum, the team could manage conversations in 28 different regions, handling multi-language data without missing a beat. Whether it was in Czech, Italian, or Polish, SentiSum was decoding conversations and delivering actionable insights across all languages.
5. Sell-Serve Insights and Transparency
SentiSum allowed Max’s BPO to offer clients unprecedented real-time access to data. No more waiting for reports or second-guessing issues. Clients could log in, see exactly what their customers were saying, and take action immediately. This level of transparency was a huge win, not just for the BPO but for MakesYouLocal’s relationships with their clients.
Max’s Vision:
Turning Data Into a Strategic Asset
What makes MakesYouLocal stand out is Max’s vision. He didn’t just want to save time or money—he wanted to turn his BPOr into a strategic asset for his clients. And he’s done that.
One of the best conversations I had with Max was when he told me how SentiSum has been an critical part of improving their processes, enabling them to be more proactive..
That, right there, is what SentiSum is all about. In a BPO data can either drown you or drive you forward. We helped MakesYouLocal make the shift to a data-driven, proactive operation that doesn’t just fix problems—it prevents them.
What’s Next? Scaling with Confidence
The results we’ve seen with MakesYouLocal are just the beginning. Max’s BPO is now a well-oiled machine, equipped with the right tools and insights to keep growing. With a focus on choosing the right technologies, like SentiSum, and continuously evolving their processes, they’re able to serve more clients, in more languages, and across more regions.
As we look to the future, both Max and I are excited about how we can push this even further. The BPO is no longer just a cost centre—it’s a competitive advantage. With real-time insights and an ongoing commitment to improvement, MakesYouLocal is ready to lead the way.