At A Glance

After a decade in customer-facing leadership roles at brands such as Harrods, Ralph Lauren, Soho House and Decathlon, Lorenzo Mucchino joined Peachies as Operations and Customer Experience Manager in 2023. As the premium nappy brand’s first hire, he built an international CX team attuned to the needs of modern parents seeking high-performance, safe, and sustainable baby care solutions. By blending AI with a human touch, Lorenzo and his team are working to make parenthood the most joyful chapter in their customers’ lives.

Who is Lorenzo?‍

Meet Lorenzo Mucchino, Senior Operations and Customer Experience Manager at Peachies!

About Peachies‍

Peachies is the premium nappy brand for contemporary parenting. Engineered for softness, absorbency and longer nights, Peachies redefines the everyday babycare essential with modern design and parent-first service. Certified B Corp and rated 5-star across all categories by Mother&Baby, Peachies has become a cult favourite with over 50,000 families across the UK.

Lorenzo’s CX Journey‍

Shortly after earning his law degree, Lorenzo Mucchino was offered a management position at a popular sports retailer in Italy. “I’m very passionate about mountain sports, especially cycling,” he says. “I thought the job would be fun.” He went on to hold customer-facing management roles with leading global retail brands, including Ralph Lauren, Harrods, Decathlon, and Soho House. In 2023, Lorenzo joined Peachies as Operations and Customer Experience Manager.

Headquartered in London, Peachies began as a business project led by founders Morgan Mixon and Rima Suppan. Lorenzo joined the E-Commerce company just three weeks after its UK launch. “I’m very grateful for their trust in hiring me as their first employee,” he adds.

The CX Team at Peachies‍

The CX Team has expanded from Lorenzo and Morgan to include three offshore team members . The remote, international structure allows for coverage during peak hours – early mornings and late evenings – when their customers need it most. “We deal with parents – they are at the core of what we do,” Lorenzo explains. “We want to efficiently service them with quick answers to their questions.”

CX Hiring and Training Process at Peachies‍

After screening CVs, Lorenzo conducts one-on-one interviews with potential new hires. Candidates for the CX agent role are then asked to submit written responses to three or four customer service scenarios, developed from the company’s Gorgias, email, and WhatsApp histories. “If they’re successful, I invite them to a panel interview with me, Joyce, our CX Lead, and Morgan, our co-founder,” Lorenzo explains. “The goal is to see how they perform under pressure in three live scenarios, which they must respond to in front of us.” The panel format brings additional perspectives into the decision-making process, helping the team identify not only the strongest skill set, but also the personality that best complements their culture. Since AI is used so extensively in drafting curricula and cover letters, this becomes even more important now.

To centralize key information about the company’s mission and core principles along with training videos and feedback forms, Lorenzo, the co-founders and Joyce created an onboarding portal described as a “one-stop shop” for everything related to Peachies.

Lorenzo’s Main Challenge as a CX Leader‍

With over a decade of experience in customer experience, Lorenzo understands how challenging it can be to stay motivated during high-pressure moments. To support his team, he steps in to take over tickets during particularly stressful periods. Recognizing his team’s hard work is equally important. “At the end of each day, I debrief either individually or as a group to praise them when they’ve done a great job,” he says. The recognition then continues during our Company-wide Friday meeting to make sure the appraisal is seen across the entire organisation.

CX Team Success Factors

Evaluating CX Team Performance‍

To evaluate CX team performance, Lorenzo tracks three core metrics: handling time, first contact resolution (FCR), and customer reviews. Peachies understands that its customers – parents seeking quick answers about nappy care for their children – value speed and clarity. At the same time, as a premium brand, Peachies prioritizes thoroughness over rushing to close a ticket. While FCR is closely monitored, Lorenzo believes it’s more important to take the time needed to guide customers to the right resolution. Emphasizing the importance of reviews, he adds, “The best thing that can happen to a leader is having a member of your team publicly acknowledged by a customer for delivering an exceptional experience.”

How a Premium Nappy Brand Handles Escalations‍

“So much engineering, technology, and thoughtful design went into creating our nappies that we say, ‘When you’re with Peachies, you shouldn’t have to worry about leaks.’ When a customer experiences leakage, they understandably aren’t happy,” Lorenzo says. Complaints are addressed immediately. The team asks two to three targeted questions to identify the issue – a sizing problem is the cause nine out of ten times. A free replacement in the correct size is shipped within 24 hours, and the team follows up with any customers who haven’t responded within that timeframe. “Our customers appreciate the human touch and the passion that drives my team to get them the right product,” he adds.

Using AI to Connect with Customers‍

“We see AI as a tool to create connection at scale,” Lorenzo says. The team is supported by Ava, an AI customer experience agent who undergoes the same training as their live teammates. “We’re very transparent with our customers about our use of AI,” he adds, noting that responses are clearly signed: “You’re hearing from Ava, our AI Nappy Concierge, trained by Lorenzo and Joyce.”

Lorenzo’s CX Goals for Peachies‍

Lorenzo is proud of his team and the synergy they’ve built in a short time across multiple time zones. “We have a diverse skill set. My agents are experienced and love what they do,” he says, adding that one of his primary goals is to maintain that strong dynamic with 100 percent retention.

AI optimization will be essential as the CX team supports a growing premium nappy brand. Lorenzo plans to expand AI’s role beyond chatbot conversations into areas such as operational insights and churn prediction. The objective, he explains, is to “build a better experience that ensures we deliver on our mission – making parenthood the most joyful life chapter for our customers.”

Lorenzo’s Thoughts on the Future of CX‍

Asked where he sees CX heading in the next five to ten years, Lorenzo points to a statistic predicting that 70 percent of customers expect AI to become an integral part of their relationships with their favorite brands. “I envision the future of CX using AI in ways that are hyper-personalized, predictive, and always on,” he says. “We are here to deliver that connection at scale and be pioneers in our space for as long as possible.”

Lorenzo’s Advice to CX Leaders‍

Lorenzo encourages CX leaders to empower their agents in ways that highlight their individual skill sets and interests. For example, one team member with a passion for social media regularly collaborates with the marketing team to support influencers and drive growth.

Treating agents even better than customers, he believes, is just as important. As Lorenzo explains, “They are the voice, the ‘yes,’ and the face of the brand.”