How Boston Beer transformed digital customer service to uphold its legacy of loyalty

Boston Beer Company, makers of Samuel Adams, Dogfish Head, Truly Hard Seltzer, Twisted Tea, Angry Orchard Hard Cider, and more, revolutionized its legacy refund process through Emplifi Agent integration. Now processing 80% of refunds digitally each month, the system annually saves approximately 144 hours across three teams, enhancing four decades of operational efficiency and taking their drinker experience to the next level.

Nearly forty years ago, Boston Beer set a high standard for customer satisfaction when founder Jim Koch personally responded to a dissatisfied customer by writing a refund check. This simple act of integrity established a refund policy that became a cornerstone of the brand.

These checks, signed by Koch himself, transformed into cherished collectibles, treasured by loyal fans and craft beer historians as symbols of Boston Beer’s early commitment to quality and consumer care. Today, Boston Beer continues this legacy, with its Consumer relations team upholding the same dedication to customer satisfaction in a rapidly evolving digital landscape.

Today, Boston Beer continues to serve a diverse array of beer lovers, from casual sippers to connoisseurs, while seamlessly transitioning their legacy of drinker commitment into the digital age.

Overcoming the bottlenecks of traditional refund systems

Boston Beer’s traditional refund process posed a challenge to their commitment to customer satisfaction. Operating within a highly regulated industry, they were limited to issuing physical checks only – a slow, labor-intensive, and error-prone method that could take up to four weeks.

The team would run weekly check batches and those would go through 10 to 12 different coworkers from the time it got put on the case to being mailed to the drinker. A check report would be sent to the accounting team for processing, then would have to print the checks physically and get them ready for send with envelope, stamps, and address confirmation which was proven to be a laborist effort for the whole team.

Streamlining customer care and advancing Boston Beer’s digital transformation

When Boston Beer Company approached Emplifi, they needed a refined solution to replace their outdated refund process with something faster, more efficient, and fully integrated into their existing workflow.

Emplifi took on the challenge by integrating Boston Beer’s digital coupon vendor directly into the Emplifi Agent platform. Now, when a complaint is received, agents can quickly investigate, add a digital refund to the case with just a few clicks, and the system automatically generates a digital gift card linked to the customer’s email, delivering it almost instantly via a secure hyperlink.

How Boston Beer transformed refunds from weeks to seconds with digital integration

The integration of Emplifi Agent with Boston Beer’s digital refund system has not only enhanced operational efficiency but also led to significant cost savings.

By eliminating the need for physical checks and postage, Boston Beer has saved approximately $10,000 annually in shipping and check processing costs. This transition to digital refunds has drastically reduced the operational burden on their team as well.

The result is a substantial reduction in time spent on refunds – saving up to 12 hours a month across teams – and a more seamless experience for customers, who can now use their refunds almost immediately, even adding them to Apple Pay or Google Wallet for instant use.

“The ease of the integration for our team to send the coupons out in a couple of clicks and it’s in the hands of the drinkers instantly. We’ve seen our customers use the digital card within the same day they have received it.” Neumann said. “It’s crazy fast and it’s been so successful for us and our drinkers.”

By partnering with Emplifi, Boston Beer has elevated their legacy into the digital age, setting a new standard for the entire industry.

As Boston Beer continues to innovate and uphold its legacy of loyalty, the integration of Emplifi's digital solutions marks a new chapter in their customer service journey, ensuring that their commitment to quality and satisfaction remains as strong in the digital age as it was four decades ago.