7,000 Messages and Just Six Handoffs: How Taylor Wheels Reduced Customer Service Workload

At Taylor Wheels, purchasing decisions often come down to whether individual bicycle components are compatible. Felix answers these questions directly in the online store and takes recurring inquiries off the team’s plate.

The wrong rim, an incompatible chain, or an incorrect sizing standard can be enough to cause a problem: even small technical details determine whether a component will fit the customer’s bike.

Product advice is therefore part of everyday business at Taylor Wheels. But as conversation volume grew, recurring product and service questions began taking up more and more of the team’s time.

Since May 2026, the AI advisor from homie AI has handled a large share of these conversations directly in the online store. Only cases that Felix cannot resolve reliably are handed off to the team.

When product advice becomes essential to the purchase

Taylor Wheels offers wheels, rims, bicycle parts, and accessories for a wide range of bike types and technical standards. Many components cannot be selected in isolation: dimensions, drivetrain, cassette, hub, and the customer’s existing bike all have to work together.

Even detailed product descriptions cannot cover every individual setup. An unanswered question is therefore more than a customer service issue—it can interrupt the purchase journey. If customers cannot find a clear answer in the store, they email, call, or restart their research on Google, ChatGPT, or another retailer’s website.

That means they leave the store at the exact moment when they need help making a purchase decision.

Felix advises customers on products, compatibility, and orders

The primary focus is helping customers select products and determine whether individual bicycle components are compatible. Felix also handles recurring service inquiries, particularly questions about order status.

“First and foremost, it’s about product advice. The compatibility of individual components with the customer’s existing bike plays a major role. Another common question is, ‘When will my order arrive?’ Customers are actively updated on their order status and can also check the tracking information themselves—but apparently, asking Felix is simply easier.”

Andreas Schmalenberg, Taylor Wheels

Questions about shipment tracking illustrate why conversational service is used so frequently: the information was already available, but many customers still prefer asking a direct question instead of searching for it themselves.

If Felix cannot answer a question reliably, the chat is handed off to the customer service team.

Eleven messages per chat point to genuine advisory needs

Customers do not simply ask one quick question and leave. They describe their existing bike, clarify technical requirements, and work with Felix to identify the right solution.

The length of these conversations shows how much guidance the product range requires. In many cases, only a dialogue can determine which component will fit and which additional accessories may be needed.

Felix therefore does more than answer isolated standard questions. Many of these conversations would otherwise have reached the team by email or phone.

Only six of roughly 636 chats were handed off

What stands out is not only the low number of handoffs. Felix also resolves most longer conversations—with an average of eleven messages—without involving an employee.

Customers make extensive use of the convenient chat experience, while far fewer standard inquiries reach the team. This allows Taylor Wheels to handle more customer conversations without increasing staffing at the same rate.

Six to eight staff hours saved per day

Taylor Wheels already answered most emails within two to four hours before introducing Felix. However, that tied up capacity, which meant callers could not always reach someone immediately.

Routine phone inquiries have also decreased since the assistant was introduced.

Taylor Wheels estimates that six to eight staff hours are saved per day. Because other processes were improved at the same time, the full amount cannot be attributed to Felix alone.

“Since Felix took over a large share of recurring questions, our email volume has fallen by more than half. At the same time, we have more time for customers who need individual guidance.”

Andreas Schmalenberg, Taylor Wheels

Personal service has not disappeared. Instead, the team can use it more strategically: Felix answers standard questions, while employees have more time for complex cases and in-depth phone consultations.

From support assistant to conversion driver

Felix was introduced primarily to reduce the customer service team’s workload. Conversion tracking shows that conversions also occur following chat interactions.

For the sample month of September 2026, the conversion rate for chats was 2.1%. This metric applies only to conversations handled through homie AI—not to the Taylor Wheels website overall.

“During the July peak season, the conversion rate for chats reached 3.2%. I think that is a strong result, considering that we originally introduced Felix primarily to reduce the workload of our customer service team.”

Andreas Schmalenberg, Taylor Wheels

This figure shows that chats are not used only for service questions. Felix also supports customers during the purchase decision.

For a product range that requires this much guidance, even a strong product page is not always enough. Purchase decisions become easier when the customer’s final open question is answered immediately.

Up to a 3.2% conversion rate in chat

At Taylor Wheels, AI supports both customer service and sales.

Felix answers recurring service questions, helps customers navigate complex compatibility requirements, and supports purchase decisions directly within the online store. At the same time, only a small number of conversations need to be handed off to the team.

What began as a project to reduce the customer service team’s workload has become a digital product advisor. Felix keeps potential customers engaged in the store and gives the team more time for complex cases.

Frequently asked questions

Why do chats average eleven messages?

The Taylor Wheels product range requires a high level of guidance. Customers often need to clarify several technical details and compatibility requirements before the right component can be recommended.

How much does homie AI reduce the customer service workload?

According to Taylor Wheels, average email volume has fallen by more than half. Routine phone inquiries have also decreased. The company estimates that six to eight staff hours are saved per day.

What does the conversion rate mean?

The conversion rate shown here applies exclusively to conversion tracking for chats handled through homie AI. It is not the overall conversion rate for the Taylor Wheels website.