How Hang Eleven Hit 80% Automation at Peak Without Losing Control
Hang Eleven is a fast-growing Amsterdam lifestyle brand built around adventure, freedom and style. After two AI tools that cost them control and quality, an AI Agent from Minimal now handles the majority of their customer service, autonomously taking real actions in Monta and Shopify to resolve complex cases end-to-end.
Peak Automation
80%
fully autonomous during their biggest sale
Actions Executed
Thousands
real changes made in Monta & Shopify, end-to-end
Control
Regained
consistent quality, back on their terms
Scalability
Unlimited
a sales explosion handled without extra headcount
The Challenge
Hang Eleven had already tried two other AI solutions before Minimal: first the AI built into their helpdesk, then a dedicated e-commerce CX tool. Both fell short in the same way. Instead of helping, they generated responses that missed the mark, quality was inconsistent, and the team lost visibility into what was actually being said to customers.
The result was painful: bad reviews and a growing sense that they no longer controlled their own customer experience. For a brand that lives on its relationship with customers, handing over the wheel to a tool they couldn't trust was not an option.
“The best thing about Minimal AI compared to the others we tried is that we've regained control, and that the quality is consistent.”
Bas Korendijk, Head of Customer Experience at Hang Eleven
The Solution: Complex Actions, Handled End-to-End
What sets the Minimal deployment apart isn't just consistent, high-quality replies. It's that the AI Agent takes real, complex actions across Hang Eleven's systems, resolving cases that normally require a person jumping between the warehouse and the store.
A great example is how the AI Agent handles backorders, along with order cancellations and refunds, completely end-to-end:
Backorder detection & alternatives
When an order contained an item on backorder, the AI Agent spotted it and reached out to the customer proactively. Instead of a silent delay, customers were offered in-stock alternatives that could ship right away, turning a frustrating wait into a choice.
Editing order lines in Monta & Shopify
For customers who wanted their order sooner, the AI Agent edited the order lines directly in both Monta and Shopify, swapping the backordered item for the chosen alternative and keeping the warehouse and store perfectly in sync, without anyone on the team touching a system.
Refunding the difference
When the alternative was cheaper, the AI Agent refunded the difference automatically. The customer got their money back and a clear confirmation, all handled end-to-end.
Invoicing for upgrades
When a customer preferred a different or more expensive item over waiting, the AI Agent generated and sent an invoice for the difference, completing the swap cleanly instead of leaving it as an open task for the team.
Order cancellations & refunds
When a customer wants to cancel, the AI Agent checks the order status, cancels it in Monta and Shopify, and issues the refund automatically, closing the loop with a clear confirmation instead of a back-and-forth with the team.
When Hang Eleven's sales exploded, the AI Agent ran hundreds of these workflows end-to-end, editing orders, proposing alternatives, refunding, and invoicing, without adding a single person to the team. Crucially, Hang Eleven kept full oversight of every action the whole time.
The Results
Control back in-house, consistent quality, and a support operation that scaled straight through a sales peak.
Automation Rate
- 80% automation at peak. During their biggest sale, the AI Agent handled the vast majority of incoming contacts fully autonomously, with no human in the loop.
- Thousands of actions executed in their systems. Real changes in Monta and Shopify, order edits, alternatives, cancellations, refunds and invoices, all carried out end-to-end to actually help customers.
- Full control regained. After two tools that eroded oversight and quality, Hang Eleven is back in control of its customer experience, with consistent, on-brand responses.
- Scalability through a sales explosion. When volume spiked, the operation scaled with it automatically, no scramble to hire, no drop in quality, no backlog.
What This Means
Hang Eleven's story shows the difference between an AI that just replies and an AI Agent that resolves. Instead of trading control for automation, they got both: consistent quality on every conversation, and the ability to handle complex, multi-system workflows at a scale that would have been impossible by hand, especially when their sales took off.
Published on July 13, 2026 by Juan Alba Praska