How XXL Nutrition Reached 83% Ticket Automation and Saves 70+ Hours per Week
XXL Nutrition is one of the largest online sports nutrition retailers in Europe, with more than 3,500 products. Today, an AI Agent from Minimal handles the majority of their customer service on email and WhatsApp, autonomously taking real actions in their systems, around the clock.
Ticket Automation
83%
fully autonomous, no human in the loop
Review Score
4.5
+0.3up from 4.2 in just two months
Hours Saved / Week
70
on routine work and recurring issues
Response Time
< 5 min
on WhatsApp / < 10 min on email, 24/7
The Challenge
XXL Nutrition carries one of the most extensive product ranges in the European sports nutrition market: more than 3,500 items. That makes customer service a complex undertaking. Customers ask questions about products, combinations and dosage, but also file complaints about orders, run into account issues, or want to know where their package is.
It was nearly impossible for the team to answer all those questions quickly and consistently. Response times grew, complex cases got stuck, and the review score came under pressure.
“The AI handles an incredibly wide range of questions. From product queries to complaints and delivery issues, everything gets picked up and documented. That gives us much more control over what is going on.”
Bram van de Loo, Customer Service Manager at XXL Nutrition
The Solution: Real Actions, Not Just Replies
Minimal AI is live on XXL Nutrition's email and WhatsApp channels today, with live chat scheduled to follow. What sets the deployment apart isn't answering product questions. It's the fact that the AI Agent takes real actions in XXL's systems and across their carriers, completely end-to-end:
Reshipments for lost orders
When a parcel goes missing, the AI Agent doesn't just file a ticket. It verifies the loss through the PostNL weight check, confirms the order was actually shipped, and arranges a reshipment automatically. Customers get a resolution, not a status update.
Lost parcel investigations
For ambiguous delivery issues, the AI Agent opens an investigation directly with the carrier on the customer's behalf, captures the case reference, and keeps the customer informed throughout, without anyone on the team having to lift a finger.
Account resets
Login problems, password resets, and account lockouts are resolved end-to-end by the AI Agent. It interacts directly with the account systems, performs the reset, and confirms back to the customer, fully autonomous, around the clock.
Product issue logging
When a customer reports an issue with a product, the AI Agent documents it in a structured way: product, batch, nature of the complaint. That feeds directly into XXL Nutrition's view on quality, making it easy to spot recurring patterns and act towards suppliers.
More than 83% of all incoming contacts are now handled fully end-to-end, without any human in the loop. For the remaining cases, the AI generates ready-to-send responses that staff can review and send in seconds.
The Results
Faster response times, a higher review score, and a customer service operation that runs 24/7, without growing the team.
Ticket Automation Rate
- Review score from 4.2 to 4.5 within two months. Customers who left a review after an interaction with the AI were noticeably more positive about the speed and quality of the contact.
- 70+ hours saved per week. Automation has significantly reduced the time spent on routine questions, complaint handling, and recurring issues.
- Response times under 5 minutes on WhatsApp and under 10 minutes on email. Including outside of business hours.
- Better visibility into complaints and bottlenecks. Because every case is documented in a structured way, recurring complaints about products or deliveries surface quickly. That makes it possible to act faster, towards suppliers when quality issues arise, and towards carriers when something goes structurally wrong.
- 24/7 service through automated actions. Reshipments, investigations and account resets keep running outside of business hours, so customers are always helped, regardless of the time of day.
Next Steps: 90% and Live Chat
The focus is now on growing the end-to-end automation rate to 90% before summer. Ticket types where the AI Agent demonstrates full accuracy will be promoted to fully autonomous, with no human review. After that, the same setup will be expanded to live chat on the storefront, bringing the same instant, action-driven service to customers browsing the site.
Published on June 3, 2026 by Niek Hogenboom