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Good Brother, a premium kitchen design and installation company in Dublin and Galway, is deploying five interconnected digital workers to eliminate ordering errors, prevent no-shows, and build the operational backbone for franchise expansion.
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Key Outcomes
The Challenge
Good Brother's business runs on precision. A single wrong dimension on a kitchen order triggers a remedial costing thousands. But when the team looked at the data, they found that at least 50% of all remedials stem from ordering discrepancies - errors that happen between the designer's export and the supplier's confirmation.
On top of that, CRM data was inconsistent, sales categories were tangled, and the operational knowledge that made the business run was trapped in people's heads. With franchise expansion launching in 2026, every process needed to be replicable - and none of them were.
Dimension, quantity, and code discrepancies between design export and supplier confirmation
CRM entries with no categories, tribal knowledge trapped in people's heads
No replicable processes in place for new locations
The Solution
Good Brother's engagement is not a single-agent deployment. It is a multi-layered digital workforce spanning the entire customer lifecycle - from the first phone call to post-installation quality assurance. Each digital worker feeds intelligence to the next, creating a compound effect that gets sharper with every interaction.
Analyses real customer calls and emails across six inboxes every 15 minutes. Separates valid conversations from noise to produce clean intelligence on customer intent, common queries, and sales patterns.
Voice AI that calls customers 72 hours before showroom appointments. Confirms attendance, handles objections, and reschedules via SMS. Script refined from analysis of 2,000+ real customer calls.
Post-visit AI caller that closes the feedback loop. Sales team primes the customer to expect the call, creating a branded AI experience across the full journey - building trust for future interactions.
Cross-references designer export, supplier order confirmation, and the full product manual in a three-way check. Catches dimension, quantity, finish, and code discrepancies before installation. Directly targets the root cause of 50% of remedials.
The Results
From order verification alone - eliminating the root cause of 50% of remedials
No-show prevention protecting every pound spent on customer acquisition
Six inboxes analysed every 15 minutes - nothing falls through the cracks
That's a game changer. That's a buddy check on steroids. It just puts the onus on the order being sent correct the first time. That would save us 150 grand a year.
How can we expect a system or AI to read or know something when we don't even have a process in place ourselves? That was fundamentally a big change in my thought process.
Conversation has led us onto something that will help us commercially - massively. We can actually now start tracking things and have visibility of things, which is just brilliant.
This is directly linked to our KPI of right first time. I know that at least 50% of those remedials are from ordering discrepancies. If we can unlock an agent that can see that - that just puts the onus on the order being sent correct the first time.
Leadership
Executive Chairman & Co-founder
Award-winning technology entrepreneur who has provided technology services to clients ranging from SMEs to FTSE-100 companies across sectors from retail to defence.
pierslinney
CEO & Co-founder
Combined expertise in technology and clinical fields. Experienced innovator in deploying exponential technologies during platform shifts.
aalokshuklaWe connect to your systems and show you where accuracy, speed, and revenue are leaking - before deploying a digital workforce to close the gaps.