Golftini saves 70+ hours every month by automating email triage

About the company

Golftini is a luxury golf apparel brand known for combining fashion with performance. Originally it started with a single women’s skort design, the brand has grown since. Globally the brand is recognised for its bold prints, tailored fits, and performance fabrics. Today, it sells a diverse product line online and through over 1,000 golf pro shops, resorts, and boutiques worldwide.

Moe Ajaj is the Operations Coordinator at Golftini. He manages day-to-day operations and ensures smooth coordination across departments. His role is central to helping the team deliver timely and consistent customer experiences as the company grows.

Golftini’s customer success team handles a wide range of queries, from order updates and shipping issues to product availability questions. Occasionally, more complex cases require input from other teams like marketing or operations.

The Challenge: A Shared Inbox with no structure

Before switching to Hiver, Golftini’s customer success team relied on Missive to manage their Shared Inbox. While it served its purpose for a small team early on, the setup introduced limitations as the company grew. 

Here’s what the company struggled with:

• No clear ownership or workflow structure: Missive didn’t offer a way to assign incoming messages or track ownership, leaving the team to rely on verbal coordination. Without structured workflows, emails were occasionally missed or responded to twice, contributing to an estimated 10–15% of customer queries being mishandled.
• Manual sorting led to a productivity drain: Every morning, the team spent 30 to 45 minutes reviewing 20 to 30 overnight emails, manually deciding who should respond, slowing productivity and increasing the risk of human error.
• Cost and value misalignment: Missive’s pricing was nearly three times higher than what the team ultimately paid with Hiver. Most features went unused, making it an inefficient investment for Golftini’s focused support operations.

As Golftini scaled, the shortcomings became more pronounced. What worked for five people no longer worked for ten, let alone more, as the business grew.

The turning point: Discovering Hiver

Golftini’s Chief of Marketing discovered Hiver while researching ticketing systems. After evaluating it, the team realized Hiver offered a more affordable solution that better fit their needs.

Why Hiver stood out:

• Affordability: Hiver delivered better value at an attractive cost.
• Ease of use: The Chrome extension and intuitive interface shortened the learning curve.
• Friendly onboarding: The Hiver team stayed responsive during demos and ensured a smooth transition.
• Better adoption: The team adopted Hiver easily because it sits right inside Gmail.

The Solution: Structure and a workflow that scales

After evaluating Hiver, Golftini implemented it across its customer success operations to solve pain points related to:

• Inbox management
• Ownership clarity, and 
• Scalability

This transition focused on removing manual bottlenecks, creating structure, and simplifying team collaboration. Here’s what that looked like in practice:

• Enabled seamless routing with round-robin assignment to evenly distribute incoming customer queries and eliminate the need for manual routing or verbal coordination.
  
• Reassigned conversations across departments, so teams like marketing could respond directly, without forwarding emails or losing context.
  
• Adopted Hiver’s built-in live chat to replace their previous chat tool, streamlining communication across email and real-time channels.
  
• Created workflows to filter out repetitive ERP alerts. This was done by setting up rule-based automation to filter out non-customer messages from the inventory system. This helped the team reduce distractions and focus on priority queries.
  

Results: Faster resolutions and clearer ownership

Golftini saw immediate results after switching to Hiver. The impact was clear, not just in customer success performance, but in how the team worked together. Automation, clear ownership, and reduced inbox noise made the support experience smoother for customers and internal teams.

Here’s what changed:

• 80% reduction in email triage time
  Hiver’s automated ticketing system eliminated manual sorting, saving the team over 70 hours each month across customer success.
  
• Up to 60% faster first response times
  With tickets pre-assigned and queued by the time the team logs in, agents respond faster and more consistently, directly improving customer satisfaction.
  
• 100% visibility and ownership of all support emails
  Every customer query has a clear owner, reducing duplicate responses and eliminating internal confusion.
  
• 65% fewer non-actionable emails
  The team used sender details and subject line patterns to set up rules that filtered out repetitive ERP alerts. This reduced inbox clutter by 65%, cutting down noise and allowing the team to focus on real customer conversations without distractions.
  
• Seamless onboarding and scaling
  As Golftini added new team members and Shared Inboxes, it scaled operations seamlessly without extra tools or training. Because Hiver works natively inside Gmail, the team adopted it quickly, with minimal setup and no learning curve. Intuitive workflows and clean visibility helped new users get up to speed quickly, keeping support consistent as the business grew.

Looking forward: Scalable support through streamlined workflows

Golftini views Hiver as a long-term solution that will support their continued growth. The platform’s scalability gives them confidence as they expand their team and customer base.

As its operations evolve, the company plans to explore additional Hiver features, including advanced reporting capabilities and workflow automation.