PlantBaby is a modern family-nutrition company founded in Kauai, Hawaii, by husband-and-wife duo Alex and Lauren Abelin. Their flagship brand, Kiki Milk, was created after their infant son experienced dairy sensitivities and they discovered there were no clean, dairy- and soy-free formula alternatives in the U.S.

Determined to make a difference, they built Kiki Milk, a nutrient-dense, organic plant-based milk designed for children one year of age or older and wholesome enough for the entire family. Each flavor blends more than seven whole-food ingredients, with no gums, oils, or natural flavors.

Today, Kiki Milk is sold nationwide at Sprouts, select Targets, and other major retailers, both online and in-store. With only six full-time employees, the team has expanded its distribution and loyal community while staying true to its mission: to nourish and empower future generations through clean, sustainable nutrition.

Kiki Milk Support Evolution

What started as a one-person Gmail inbox evolved into an intelligent, AI-powered customer experience that now resolves routine inquiries automatically with accuracy, empathy, and the personal touch families expect. For customers, that means quick answers and genuine reassurance. For the small team, it means freedom to focus on growth, partnerships, and purpose.

Results at a Glance

• AI handled about 50% of all email inquiries, allowing human agents to stay focused on more nuanced or complex questions.
• Thousands of customer emails resolved since June 2025, showing strong adoption and consistent Assistant performance.
• Response times improved to near-instant replies, giving families quick reassurance and reducing pressure on the internal team.
• No added headcount required, even as support volume more than doubled with new retail distribution.‍
• Prepared for future expansion, scaling support channels to accommodate Kiki Milk’s continued growth.

Maintaining personal, family-oriented support with a small team

In the early days, every Kiki Milk customer email landed in a shared Gmail inbox, managed by a single team member who balanced multiple responsibilities across marketing, social media, and support operations. As awareness grew and retail partnerships expanded, the inbox filled quickly.

The challenge wasn't just volume. About 60% of incoming requests were logistical: order tracking, shipping errors, subscription management. The remaining 40% required careful, thoughtful responses about nutrition, product use, taste, texture, and age-appropriate guidance. Each question came from a parent seeking the best for their child.

As distribution expanded to Target, Sprouts, and Thrive Market, monthly support volume increased 100%. Adding more staff wasn’t practical at the time for such a lean, fast-growing team. They needed a way to improve responsiveness and accuracy while still delivering the family-focused warmth that made Kiki Milk special.

Why Crescendo

A trusted partner for scaling authentic customer experiences

PlantBaby didn’t want an AI bot. They wanted an extension of their team that could handle repetitive questions while preserving the warmth of a real conversation. Crescendo’s AI- and human-support approach met those needs and strengthened their team. The AI handled routine inquiries quickly and accurately, while Crescendo’s superhuman agents stayed focused on conversations that required empathy and deeper context.

With the company already managing growing ticket volume across Gorgias and Shopify, Crescendo’s ability to quickly integrate with existing systems and learn from brand documentation made the transition smooth. What ultimately sealed the partnership was a shared belief that the strongest customer experiences come from humans and AI working together, each contributing their strengths.

“We needed a support solution that could keep up with our growth while still sounding like us. Crescendo made that possible.” _{— Rebecca Zimmermann, Director of Partnerships and Customer Success}

Why Crescendo stood out:

• Quick implementation with Gorgias and Shopify integrations
• Human-in-the-loop oversight for brand-safe automation
• Smart escalation rules that protect customer satisfaction
• Continuous optimization through regular calibration reviews
• Outcome-based partnership focused on long-term scalability

Kiki Milk partnered with Crescendo to bring structure and scalability to its support operations. The collaboration demonstrated how AI could step into a brand-ready role, communicating with context, empathy, and attention to detail.

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From one-person inbox to full-scale automation

Kiki Milk launched Crescendo’s Email Assistant in June 2025. During the initial deployment, the Assistant auto-drafted responses that were reviewed and sent manually. This phase allowed the system to learn from real conversations and understand the brand’s tone first-hand. Once the team was satisfied with the Assistant’s accuracy, style, and alignment with their communication preferences, the Email Assistant configuration was adjusted to automatically engage customers directly. By September, the Email Assistant was independently resolving nearly half of all incoming inquiries.

To maintain alignment with the brand voice, Crescendo’s team held biweekly calibration sessions. AI and human engagements were reviewed for tone, accuracy, and empathy, helping the Assistant refine its phrasing and approach. The team found that a simple, direct communication style resonated best with their customers.

Crescendo also introduced a structured escalation rule informed by sentiment and intent detection. If the Email Assistant recognized that a customer needed additional help or clarification, the conversation was routed to a superhuman associate for follow-up. This ensured customers received the right level of support and kept interactions smooth and helpful from start to finish.

The system recognized and escalated sensitive cases such as damaged shipments, promo code issues, or product-quality concerns. Each interaction became an opportunity for Crescendo to learn and improve, reinforcing a balanced rhythm between automation and human connection that aligned with Kiki Milk’s brand ethos.

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Speed, consistency, and confidence for a growing brand

Crescendo’s Email Assistant quickly became a natural extension of Kiki Milk’s support team. Routine inquiries such as order tracking, subscription updates, and ingredient questions were resolved instantly, while more complex or personal cases reached the right person faster and with full context.

The improvement was immediate. Families received thoughtful, accurate responses within seconds, rather than hours, creating a smoother, more reassuring experience for every customer. Behind the scenes, the small, close-knit team finally had breathing room to focus on long-term goals like brand storytelling, partnerships, and creative growth initiatives.

The shift was both operational and cultural. With Crescendo managing repetitive requests, the team could take time away when needed and still feel confident that every customer was receiving reliable, compassionate support. The technology became more than a tool for efficiency. It evolved into a foundation for balance, trust, and consistency as the company continued to scale.

“Having Crescendo has given us the freedom to step back, take a breath, and trust that every customer is getting the same level of care.” _{— Rebecca Zimmermann, Director of Partnerships and Customer Success}

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A shared belief in care at scale

Crescendo’s partnership with Kiki Milk reflects a core belief that the best customer experiences happen when humans and AI work together. The Email Assistant manages routine, repeatable questions with accuracy and speed. Human agents focus on nuanced, emotionally driven interactions that require empathy, understanding, and sound judgment.

This balance allows Kiki Milk’s small team to maintain its personal, family-focused approach without being overwhelmed by volume. Every interaction benefits from the combined strengths of both. The AI delivers speed and consistency while human agents bring context, creativity, and care.

The collaboration has created a support model that feels more human, not less. Automation manages repetitive tasks so people can focus on building relationships, resolving complex situations, and continuing to deliver the warmth that defines the Kiki Milk brand.

“AI is here whether we like it or not, so we decided to embrace it in a way that still feels true to our brand.” _{— Rebecca Zimmermann, Director of Partnerships and Customer Success}

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