We've all had to deal with customer support.
Some companies fix issues quickly. Some are slow. Some have a consistent tone of voice, some depend on whether the agent has had their morning coffee.
But most of us have probably, at some point, felt a moment of frustration when dealing with customer support.
And if there is one group that might get frustrated more easily than others (and rightfully so), it's new parents.
Riccardo Baldoni and the team over at Silver Cross know this better than most.
As one of the most established brands in the baby and nursery industry, making sure customers have the best possible post-purchase experience is absolutely key.
For them, it is about more than just providing support; it's a chance to turn a potentially negative situation into a positive one.
And as Silver Cross continues to grow, their customer experience mantra is clear: lead with empathy, solve issues quickly and make it simple for everyone involved.
About the speaker
Riccardo Baldoni
Digital Director, Silver Cross
Riccardo leads Silver Cross's digital and customer-facing operations, from service platforms to e-commerce and international rollout, and now also drives the company's AI and automation agenda.
Handling issues when stressed parents are on the other line
New parents are often tired, busy, and protective. Baby products such as prams and car seats are essential for helping them get around. So when something goes wrong, they need help quickly.
That is why Silver Cross treats any post-purchase issue as a critical part of the customer relationship.
The goal is not just to fix the issue. It is to turn a potentially negative situation into a positive experience.
Focusing on speed, simplicity and empathy
For Riccardo and the team, three things are essential when it comes to handling customer issues: speed, empathy, and simplicity.
- Speed, because customers need answers quickly.
- Empathy, because they may already be in a stressful situation.
- Simplicity, because getting help should never feel harder than the issue itself.
Those three principles shape how Silver Cross handles warranty claims, returns, repairs, spare parts, and customer service.
Simplifying internal processes is just as important
For Riccardo, simplicity is not only about what the customer experiences.
It also has to work behind the scenes.
A warranty claim or return can involve customer service, the warehouse, the service team, operations, and finance. If those teams have to pass information back and forth manually, the customer feels the delay.
Silver Cross has focused on reducing unnecessary handovers and making sure the right team can take the right action faster.
That makes the experience easier for the customer, and easier for the people solving the case.
How AI plays a part in customer service
Riccardo sees AI as a way to support the team, not replace it.
Silver Cross uses AI to triage simple questions and guide customers to the right place. General questions, stock checks, spare parts, returns, and warranty claim routing can all be handled faster.
That gives the team more time for the cases that need real attention.
For Riccardo, the human touch is still essential. Customers who want to speak to a person should be able to do that without being pushed through endless automated steps.
"You ask to speak to a human, and you're through."
AI handles the easy stuff, so humans can focus on the moments where empathy matters most.
Extending product life through repairs, parts and donations
Silver Cross does not see the product lifecycle as something that ends after the sale.
Riccardo talks about supporting the product for years, not just through the warranty window.
That includes spare parts, servicing, repairs, recycling, and donation.
A product can be repaired.
A part can be replaced.
A pram can be serviced and donated to another family.
The goal is to give the customer a solution to wherever they are in the customer journey. To do this Silver Cross uses Claimlane's self-service portal, not just for warranty claims and returns, but also for donation and recycling flows.
Donated products then goes to the service department, get repaired and then sent to Baby Basics, one of the largest baby banks in UK, who ....
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