At A Glance

Brittany Adams was a stay-at-home mom seeking a flexible job as she transitioned back into the workforce when she first discovered the customer experience space. Intrigued by the opportunity, she took an entry-level CX position and hasn’t looked back since. In 2024, she joined Nori as Customer Experience Lead and sole member of the CX Team. You’ll be inspired by Brittany’s ability to manage a full plate through organization, consistency, and adaptability.

Who is Brittany?

Meet Brittany Adams, Customer Experience Lead at Nori!

About Nori‍

Nori is a clothing care brand known for an innovative handheld steam iron designed for modern professionals. The company's hardware solution lies at the intersection of patent pending technology, thoughtful branding and contemporary distribution. Gone are the days of leaky steamers and clunky ironing boards.

Brittany’s CX Journey

After spending nine years as a stay-at-home mom, Brittany began considering a return to the workforce just as her youngest child was starting school. Like many in her position, she was looking for a job with flexible hours so she could continue prioritizing her family. “One of my daughter’s friends from school had a mother who was doing a customer experience program for a company called Deux,” Brittany recalls. “She saw a real opportunity for stay-at-home moms to transition back into the job market and reached out to ask if I wanted to do it with her.” A former pastry chef, Brittany admits there was a learning curve at first, but she quickly became comfortable working in the customer experience field. After gaining experience with several brands, she joined Nori in early 2024 as Customer Experience Lead.

The CX Team at Nori

Brittany is currently the sole member of Nori’s Customer Experience (CX) team. “I handle everything related to customer service, from tracking and fulfillment to coordinating with the warehouse and resolving lost-in-transit issues,” she explains. Her wide range of responsibilities comes with its challenges. As Nori’s Customer Experience Lead, she admits it can be difficult not to take customer concerns personally. Staying organized and consistent is essential, especially when managing a tech stack that supports a growing E-Commerce business. One recurring challenge, she notes, is shipping – particularly dealing with the unpredictability of the postal service, which often requires hands-on attention to resolve.

Brittany’s Key Qualities for Being a Good CX Agent
Given the opportunity to grow her team, Brittany has a clear sense of the qualities she would look for in a new CX member. Strong organizational skills are essential to manage the fast-paced nature of CX operations, multiple communication channels, and a complex tech stack. “It’s easy to get distracted with so many moving parts,” she notes, emphasizing the importance of focus and attention to detail. Just as important, she adds, is “having empathy for the customers while supporting the brand” - a balance she considers key to effective customer experience work at Nori.

CX Team Success Factors

How Brittany Evaluates CX Performance
Being the only team member puts Brittany in a unique situation when it comes to evaluating CX performance. She knows when she is doing a good job – rather than monitoring KPIs, she relies on personal judgement and return reason analysis to identify areas that can be improved or modified.

How Nori Handles Escalations
Brittany’s leadership role has given her valuable insight into Nori’s values and goals when it comes to customer experience. “I feel like the brand’s understanding of customers comes from a place of kindness,” she says, noting Nori’s generous replacement policy for faulty items as a way to keep customers happy. She also praises the company for trusting her to handle escalations directly, allowing her to resolve issues both personally and efficiently.

Main CX Channels at Nori
Brittany uses Gorgias to handle all customer support communication with email being the main channel followed by social media comments and messaging.

Looking Forward: Key Priorities for CX at Nori
Nori has established itself as a kindness-driven brand that genuinely wants to help its customers. Maintaining these core values is a key priority as the company grows and expands its E-Commerce and retail presence. Brittany elaborates, “We’re now in Target, Nordstrom, Amazon, Bloomingdale’s, and the Container Store. So staying consistent is our focus.”

AI and Topics of Interest

How Nori Prepares for Peak Season
Nori’s peak season falls during Q4, and Brittany shares that organization, flexibility, and focus were key to navigating last year’s busiest sales period. She praises the company’s warehouse team for their efficiency in getting orders out on time, though she notes that shipping delays still occurred due to holiday congestion at the post office. Looking ahead, Brittany emphasizes the importance of strong planning and reveals that Nori has added FedEx as a shipping option for the 2025 holiday season to help reduce friction and improve delivery times.

Brittany’s View on AI and CX
For now, Brittany prefers human touch over AI in her customer experience work. While she acknowledges that other brands have successfully integrated AI tools, she remains cautious about their overall effectiveness. “A lot still needs to be worked out,” she says. “I’m not comfortable handing it over yet.”

Brittany’s Thoughts on the Future of CX in E-Commerce
Although Brittany still considers herself relatively new to E-Commerce, she has witnessed the customer experience landscape shift significantly with the emergence of technologies like ShipAid and Wonderment. Based on her own experience, she emphasizes that CX should deliver broader value to brands beyond just handling support tickets – CX agents are the frontlines with a working understanding of customer sentiment. As the field continues to evolve, she believes it’s essential for CX leaders to stay adaptable and open to new tools and best practices.

Brittany’s Advice for CX Leaders
Brand support and cross-departmental alignment are essential for building a positive and effective work culture. While not every company fully understands the value of Customer Experience (CX) as a source of insight into product performance and customer perception, Brittany emphasizes how important it is for CX leaders to ask thoughtful questions before stepping into a new role. “It’s important to understand whether a company’s values and practices truly align with how they present themselves,” she explains.