How Cricut Cut Support Wait Times by Nearly 90% With AI and Video
Cricut's global support team was juggling voice, chat and scattered data across siloed systems. That slowed responses and frustrated both agents and customers.
By consolidating on Zoom CX and adding the AI-first Zoom Virtual Agent, Cricut streamlined the entire flow. The result: faster answers, fewer abandoned calls and far less time spent repeating information.
Proof that it works
- 50% self-service containment (no human needed)
- 90% reduction in call abandonment
- 89% reduction in wait time - from 15-20 minutes to under two minutes
What changed in the agent workflow
When a call escalates from self-service, the agent sees the full intent and history captured by AI. No more "start from the top" for the customer.
Zoom's AI Expert Assist surfaces relevant articles, policies and steps in real time. Cricut also piped CRM data into the console, so agents can instantly recognize high-value customers and respond accordingly.
Why adding video matters
One click moves a voice call to video. That simple shift removes the pain of trying to describe a device or material over the phone.
As Michelle Couture, Global Product Marketing Lead for CX at Zoom, explained, letting agents "see and troubleshoot in real time" shortened average handle time and boosted first-call resolution.
Faster wrap-ups and better live calls
Zoom AI Companion auto-generates call summaries, trimming post-call work so agents can get back to helping customers. Real-time sentiment analysis gives live guidance on tone and approach, helping agents steer conversations toward better outcomes.
Why retail support benefits most
Retail brings high volumes, lots of SKUs and intense surges around the holidays. That's a recipe for long queues and impatient customers if your system can't scale.
Zoom's "connection-first" approach uses AI to support empathy and accuracy, not replace it. Automate what's repeatable; keep humans focused on judgment calls and nuanced issues.
A practical playbook for support leaders
- Unify voice, chat and video on one platform so context follows the customer.
- Stand up a virtual agent for your top 10 intents (shipping, returns, order status, setup).
- Turn on agent assist to surface policies, warranty terms and troubleshooting steps.
- Integrate CRM so agents see history, value segments and recent orders.
- Enable video escalation for hardware or visual issues.
- Use live sentiment to coach tone and de-escalation in the moment.
- Auto-summarize every interaction to reduce after-call work and improve QA.
Metrics to track weekly
- Containment rate and top unresolved intents
- Average speed of answer and abandonment rate
- First-contact resolution and average handle time
- CSAT and sentiment by contact reason
- Agent effort (after-call minutes per interaction)
Start small, move fast
- Week 1: Map the most common intents; write short, clear flows.
- Week 2: Pilot virtual agent + agent assist for those intents.
- Week 3: Add CRM context and video escalation for two high-friction cases.
- Week 4: Review data; expand what's working, fix what's not.
If you want to explore the tools Cricut used, see Zoom's customer experience stack and virtual agent overview: Zoom CX Solutions and Zoom Virtual Agent.
Building skills for your support team? Browse practical training paths by role here: Complete AI Training - Courses by Job.
The takeaway
Unify channels, let AI handle the repetitive work and give agents context plus video when it matters. Cricut's results show what happens when you make it easier to get the right help, right away.
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