Kompositlageret

The full story

What does your company do?

Mads works as e-commerce manager at Relax Nordic, a company that sells acoustic panels along with a wide range of accessories in many different colors. Alongside the main Relax Nordic brand, they operate a parallel company called Silent Wood, which is active across a significant part of Europe. The business is fundamentally a product-driven e-commerce operation, where Mads oversees the full commercial picture: budgets, customer service, and online presence. The company has grown rapidly and now ships to multiple countries, which adds considerable complexity to how they run the day-to-day.

What is the goal of your business?

The core goal is to deliver a high-quality customer journey from start to finish, at scale. Mads frames it as wanting to meet customers at every touchpoint, regardless of what country they are in or what time they reach out. With month-over-month traffic growth of 20-30%, the ambition is to keep scaling without letting customer service become the bottleneck. Importantly, the goal is not just to handle more volume, but to free up time so the team can focus on what actually drives the business forward: product development, better pricing, and stronger advertising. Customer service should run efficiently in the background, not consume the team’s capacity.

Why did you choose Herodesk?

The decision came out of a breaking point. As the business expanded into multiple European markets, the language barriers and sheer volume of incoming messages became unmanageable. On some Mondays, the team would face up to 1,000 emails, which made it nearly impossible to focus on anything else. Customers felt ignored, the team felt fake, and conversion rates suffered.

Mads received a recommendation to look at Herodesk specifically because of the AI agents. What stood out was not just automation in general, but the ability to train and shape the agents to reflect Relax Nordic’s own tone and standards. They could “raise” the agent to speak in their voice. On top of that, the multilingual capability was a direct answer to the language barrier problem they were running into as they scaled across Europe. The combination of those two things made Herodesk the clear choice.

What is your favorite feature in Herodesk?

Without hesitation, Mads points to the AI agents. Two specific use cases stand out as particularly high-value for them.

The first is order modifications and cancellations. Because Relax Nordic ships large acoustic panels with shipping costs around 300 DKK, a mistaken or cancelled order that has already left the warehouse costs serious money both ways: outbound and return. The AI agents can automatically pause an order in the system when a customer requests a change or cancellation, before it ships. They went from seeing 10-20 of these costly mistakes per month down to almost none. Mads calculated that preventing even fewer than 5 of those incidents per month would already cover the cost of the entire Herodesk subscription.

The second is the ability to teach the agents over time. Rather than writing static scripts, they can now tell the AI agent how to handle a new type of inquiry and it remembers that going forward. Custom rules can be set for things that change seasonally or operationally. That kind of flexibility and scalability is what makes the agents genuinely useful rather than just a novelty.

How does Herodesk make your daily life easier?

The most concrete change is the Monday morning experience. What used to be an inbox of 100 or even 1,000 emails is now down to roughly 10 for some markets, and those that remain are the complex cases that actually need a human. The team is no longer paralyzed by volume.

Beyond that, more than 60% of Relax Nordic’s website visitors come after business hours. Previously, the company simply was not present during the peak of the actual buying process. Now the AI agents are there at 8pm, 10pm, or whenever a customer is ready to make a decision, answering product questions and giving them the nudge they need to complete the purchase. Mads checks his Shopify app in the evening and can see directly how much revenue was generated in that window between 8 and 10pm, attributed in large part to the agents’ presence.

The team has also not had to hire more customer service headcount despite the growth. Instead, those same people have been repositioned to improve and refine the agents themselves, turning customer service into a product development function rather than a manual labor one. Mads puts it simply: Herodesk is like a buddy that runs the business with you, day and night.