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How an Omnichannel AI Support Ecosystem Helped MacPaw Scale Global Customer Support
Alisa Roskovshenko
Head of Operations Department
Case Study
Company Bio:
MacPaw is a software company behind products including CleanMyMac, ClearVPN, Setapp and Eney. With a global customer base and multiple product ecosystems, the company needed to support users across different languages, channels, time zones, and technical issues.
Services Provided: AI & Human Hybrid Customer Support, Omnichannel Automation, Multilingual Support, Technical Support
Industry: Software / SaaS / Consumer Technology
Channels: Zendesk, Intercom, Freshcaller
Support Model: AI-assisted, human-led customer support
AI & Human Hybrid Customer Support
Omnichannel Automation
Multilingual Support (chat, email, calls, web, social)
Customized Technical Support
The Challenge:
The challenge was not simply “adding AI.” MacPaw’s support operation had to manage a broad mix of customer requests across several products.The challenge was building an AI support layer that could work inside MacPaw’s existing tools, reduce repetitive workload, improve multilingual support and still keep human agents in control when customers needed real judgment or technical help.
To solve this we have designed and implemented an omnichannel AI support ecosystem across Zendesk, Intercom and Freshcaller – combining automation for routine work with human handoff for complex cases. Some users needed help with billing, subscriptions, or account questions. Others needed technical support for VPN diagnostics, product access, or troubleshooting. On top of that, customers contacted the team through different channels and in different languages.
Multilingual email workload
Repetitive live chat pressure
Voice support routing
Support agents received emails in multiple languages. When messages arrived in a language the agent did not speak, they had to translate the customer’s message manually, understand the issue, draft a reply, and translate the response back.
For ClearVPN, Tier 1 agents were spending time on repetitive and easy-to-answer questions. These requests were important, but they did not always require human technical expertise.
For Setapp’s US toll-free support line, MacPaw needed a smarter way to handle inbound calls during specific operational hours.
The Outcome:
Pexly built a dedicated omnichannel support operation fully integrated with MacPaw’s internal teams. Our Customer Support specialists manage email and live chat inquiries through Zendesk and Intercom, helping customers with product questions, account management, technical guidance, subscriptions, and general support.
A dedicated Billing Support team provides end-to-end assistance for subscription lifecycle management, payment processing, refunds, invoice and receipt requests, license activation, account verification, charge disputes, failed renewals, and complex billing investigations. Working closely with MacPaw’s finance and product teams, billing specialists resolve sensitive payment issues efficiently while ensuring a smooth customer experience and high first-contact resolution whenever possible.
The Voice Support team delivers inbound phone assistance through Freshcaller, providing customers with real-time support for product, billing, and account-related questions. Voice agents focus on rapid issue resolution, empathetic communication, and seamless escalation of complex technical cases, ensuring customers receive timely assistance through their preferred communication channel.
Billing & Customer Support Teams:
In addition to human support, Pexly delivers AI-powered customer service solutions. Intelligent virtual assistants handle routine customer inquiries, guide users through common troubleshooting and account-related tasks, provide multilingual support, and seamlessly transfer more complex cases to live agents with complete conversation context. This hybrid AI-human support model improves response times, increases operational efficiency, and allows specialists to focus on high-value customer interactions while maintaining a personalized customer experience.
Customer Support Quality Score
Billing Team Quality Support
One-touch Resolution
The Results
“Pexly has become a trusted extension of our customer support organization, delivering scalable omnichannel support that combines human expertise with AI-driven customer service while maintaining the exceptional experience MacPaw customers expect.”
Pexly Key Metrics
- Omnichannel support delivered through Zendesk, Intercom, and Freshcaller
- Dedicated Customer Support, Billing Support, Voice Support and AI Operations teams
- Specialized expertise in subscription management, payments, refunds, billing investigations and account verification
- AI-powered virtual assistants providing automated customer support and intelligent agent handoff
- Scalable support operations capable of supporting global customers across multiple regions and time zones
- Continuous integration with MacPaw’s Customer Support, Finance, Product, and Engineering teams
- Consistent, high-quality customer experience across email, chat, voice, and AI-assisted channels
Next Phase
MacPaw and Pexly plan to expand the AI ecosystem further by connecting assistants to account-level data, including account IDs, license numbers, and subscription expiration details. This would allow AI to handle more account management questions securely while still keeping human escalation available for complex cases.
The next phase also includes scaling conversational AI support across additional MacPaw products.
Final Takeaway
The success of this project was not only about introducing AI into customer support. It was about building the right operating model around it. AI was embedded into the existing tools and Human agents stayed in control of complex work. Escalation rules protected the customer experience. Automation reduced workload without removing accountability.
That is where AI + human customer support becomes valuable: not as a replacement strategy, but as a smarter way to scale support while keeping quality, context, and responsibility intact.
