How UnBonMaillot automated 50% of CX and achieved 4x cost efficiency with Yuma AI

Introduction: From Garage to European Leader

UnBonMaillot began with a simple idea: bring the thrill of surprise and the love of sports together in a single box. What started in a garage, shipping a handful of mystery football jerseys, has evolved into Europe’s leading subscription box for sports kits. Today, UnBonMaillot delivers thousands of jerseys across football, rugby, and basketball to fans in France, Germany, Spain, and beyond.

With exposure from France’s popular TV show “Qui veut être mon associé” and a booming fan base, the company scaled from €1M to over €9M in annual revenue in just a few years. But with hypergrowth came operational challenges, especially in customer experience (CX). That’s where Alexis Ullmann came in.

Problem:  A Need for Scalable, High-Quality CX

Alexis Ullmann, a seasoned e-commerce operator and COO at UnBonMaillot, joined at a pivotal moment. The company had hit €4M in revenue and was preparing to scale faster, with increasingly complex logistics, a new subscription model, and surging customer support volumes.

“When I joined, we had two internal agents and some outsourced support. The backlog was growing, first-response time was too high, and we couldn’t keep up with the pace of growth,” Alexis recalls. “Customer support is part of our brand DNA. It had to scale with us.”

The team faced a familiar but urgent challenge: they were dealing with thousands of monthly tickets, many of which were repetitive WISMO ("Where is my order?") inquiries. This was further complicated by their multilingual customer base, which spanned several European markets. Meanwhile, they had limited internal resources to address these growing support needs.

It became clear that to support their ambitions, UnBonMaillot needed a solution, but also a partner that helps transform their CX for now and the future.

Solution: Why Yuma AI?

Initially, the team explored options like Klark and Achille. But as Alexis explains, their search for these led them to Yuma AI.

“We weren’t just looking for AI features. We needed white-glove service, fast onboarding, and a team that could take things off our plate.” — Alexis Ullmann, COO at UnBonMaillot

To ensure a smooth transition, Un Bon Maillot partnered with Let’s Care, a CX agency founded by Clara Zaoui, which specializes in email marketing automation (Klaviyo) and support optimization (Gorgias) for e-commerce brands.

Let’s Care already knew Un Bon Maillot’s workflows inside out, having led a reorganization of their processes and helpdesk prior to the Yuma integration. Acting as the bridge between Un Bon Maillot and Yuma, Let’s Care coordinated the onboarding, reviewed ticket flows, validated automations, and hosted follow-up calls during the first month to ensure everything worked seamlessly.

From the very first call, Yuma’s team handled the heavy lifting: mapping ticket flows, customizing automations, and progressively rolling them out, all while Let’s Care ensured the process was fully aligned with Un Bon Maillot’s goals and customer experience standards.

Together, Yuma and Let’s Care restructured Un Bon Maillot’s support processes, built a scalable ticket funnel, and introduced automations that grew week by week.

“It worked out well for us to hand over the baby, trust Yuma and Let’s Care to fix the problems, and just show up to the weekly meetings to make sure everything was progressing. When something needed to be adjusted, Let’s Care discussed it with Yuma, and they fixed it in 4 clicks. We trust this setup 200%.” — Alexis Ullmann, COO at UnBonMaillot

Yuma quickly integrated with Un Bon Maillot’s helpdesk and e-commerce stack. The CX automations started by handling WISMO and FAQ inquiries, then expanded to order updates, subscription changes, and multilingual support.

Within weeks, Yuma’s AI agents were fully resolving hundreds of tickets per week, freeing up the human team for higher-value work like handling escalations, addressing complex requests, and improving customer satisfaction.

“Of course, we had to tweak the processes. Tone of voice isn’t the same in Spain as it is in Germany. But within a few weeks, everything felt right.” — Alexis Ullmann, COO at Un Bon Maillot

Outcomes

50% of All Tickets Fully Automated

In just a few months, Yuma AI now handles over 500 tickets per week, about half of UnBonMaillot’s total volume, with human-level quality and accuracy.

1/3 of Agent Time Reclaimed

By automating routine inquiries, Yuma has freed up 30–33% of the support team’s time, letting them focus on meaningful interactions and strategic projects.

4x Cost Efficiency

Compared to human agents, the cost of resolution via Yuma is approximately four times lower without compromising on tone, accuracy, or responsiveness.

24/7 Responsiveness & Faster FRT

Thanks to AI, UnBonMaillot now provides round-the-clock support. First response time has dropped dramatically, even during weekends and peak traffic times.

Operational Peace of Mind

Yuma’s success team manages the minimal configuration and maintenance, meaning Alexis and the CX team don’t have to worry about AI performance or overhead.

In parallel, Let’s Care ensures continuous alignment with Un Bon Maillot’s processes and customer experience goals, providing oversight and fine-tuning so that the system runs smoothly day after day.

Conclusion

For UnBonMaillot, rapid growth wasn’t just about increasing revenue; it was about building a scalable, high-quality experience for their growing fanbase.

With Yuma AI, they’ve automated 50% of support, saved time and money, and turned CX into a growth enabler. Not a bottleneck.

“We’ve gone from startup chaos to operational clarity. With Yuma, we finally have a support system that scales with the brand.” — Alexis Ullmann, COO at UnBonMaillot