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How Sutton Tools Delivered ‘Best in Class’ Service with Natterbox AI

Transforming Manufacturing: Fourth-Generation Family Business Embraces AI to Enhance Customer Experience and Drive Global Efficiency.

Sutton Tools is a fourth-generation, family-owned global business with operations in Australia, New Zealand, and Europe. With a history of aggressively pursuing new technology to drive growth, they see AI as the next frontier in adding value beyond their products and into their customer service.

Use Case

Industry

Location

 77%

of Calls Handled End-to-End by AI

24

Hours of Agent Time Saved

100%

Visibility of all calls in Salesforce

“The results were way beyond my expectations. I wasn’t expecting anything like the level that we did achieve. We chose Natterbox because they’re native on the Salesforce platform… It’s a mature product and it was plug and play with our existing infrastructure.”

Robert Sutton,

Commercial Director

Challenge

As a global business with a strong product line, Sutton Tools identified a significant opportunity to enhance its customer service through technology. Their goal was to provide a ‘best in class’ service experience that matched the quality of their products. However, their traditional model faced several challenges:

Repetitive Inquiries

Approximately 60% of all inbound support calls were for simple, repeatable requests such as price and stock availability, which consumed valuable agent time.

Massive, Complex Product Catalogue

The company operates with a product catalogue of over 500,000 unique items. Product codes were complex and inconsistent, often containing spaces, backslashes, and ampersands 9, leading to “hit and miss” recognition and requiring human intervention to solve. The lack of machine-readable product codes was a challenge that traditional systems couldn’t handle.

Limited Service Hours

The team could not offer a 24/7 service model, meaning customer inquiries outside of business hours were missed opportunities.

Scalability Across Regions

With multiple call centers globally, the business needed a solution that could streamline operations and provide a consistent, high-quality experience for every customer, regardless of their location.

Solution

Sutton Tools partnered with Natterbox to deploy an AI Agent, to automate routine inquiries and extend service availability. The solution was chosen for its maturity and seamless integration with their existing Salesforce infrastructure. The AI Agent was strategically trained to:

Automate Price & Availability

The agent instantly handles the most common customer questions, freeing up the human team to focus on more complex, value-adding conversations.

Integrate Natively with Salesforce

All call data, including outcomes and transcripts, is logged directly within Salesforce. This allows for unified management across different call centers using the same inbuilt Salesforce flows for routing and reporting.

Provide 24/7 Self-Service

The AI Agent answers calls around the clock, ensuring no customer is left waiting and capturing opportunities outside of standard business hours.

“I was really surprised by how easily our customers adopted this AI Agent. It really didn’t get a lot of pushback and the numbers continue to grow. We’re now able to offer a twenty-four-hour customer service solution as part of a self-service model.” – MD Kabir,  Group Customer Experience Manager

Results

The implementation of the Natterbox AI Agent delivered immediate and impressive results, empowering the Sutton Tools team and enhancing the customer experience.

  • Exceeded All Expectations: The platform processed thousands of calls in the first few months, and Robert Sutton, Commercial Director described it as “way beyond my expectations.”
  • Seamless Customer & Team Adoption: Both customers and internal teams quickly embraced the new technology. After initial hesitation, the team was won over by the “really good results.”
  • Unlocked 24/7 Service: The business can now offer a round-the-clock, self-service model, improving customer satisfaction and engagement.
  • Proven Scalability: The native Salesforce integration has been proven to work across multiple call centers with different routing needs, all managed from a single system.

Looking to the Future

Sutton Tools has already achieved significant success with Natterbox, but they view this as just the beginning of their AI journey. The company is confident that the future is “really in our hands.”

Their plan includes a global rollout of Natterbox AI across Europe, Asia, Australia, and New Zealand. As their data and systems continue to improve, they see significant scope to expand the AI’s capabilities far beyond price and availability into more complex areas.

“We’ve achieved a lot with Natterbox… but I see the future as being really in our hands… As our systems and our data improves, the scope for extending Natterbox AI agents beyond price and availability is significant. You know, technical advice, back order information, delivery information, all that type of thing is the next step in the chain for us.” – Robert Sutton, Commercial Director

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