At A Glance

Luke Bagley, the Director of Customer Service at Battlbox, brings a hands-on, human-focused approach to customer experience for the outdoor gear subscription service. With a background in nursing, he emphasizes quick, transparent problem-solving and values trustworthiness in his team to meet the unique needs of Battlbox’s adventure-driven customer base. By balancing traditional support with selective automation, Luke ensures that customer expectations are met effectively, especially during peak seasons and with specialized subscription logistics.

Who is Luke Bagley?

Meet Luke Bagley, the Director of Customer Service at Battlbox!

About Battlbox

Battlbox is a subscription outdoor gear kit service. Subscribers receive regular deliveries of camping and hiking equipment that can be applied to specific types of wilderness adventures. There are kits with tools, emergency preparedness gear, and camping equipment. Customers have the opportunity to choose subscriptions that best align with their lifestyles and interests. 

Luke’s CX Journey

Luke took an unconventional path to his current role. Previously a nurse working grueling 12-hour shifts, he unexpectedly found himself drawn to the world of customer experience. "It was kind of a happy accident," he says, describing how he first connected with the Battlbox team.

Luke’s part-time role quickly evolved as he became more involved, eventually leading to his full-time position as Director of Customer Service. Now, he handles all aspects of customer experience at Battlbox, channeling his previous healthcare background into a focus on customer care, problem-solving, and creating a supportive atmosphere for subscribers. "I've been handling everything CX-related since then," he shares, a responsibility he clearly embraces with the same commitment he brought to his work in nursing.

What Luke Finds Rewarding About The Work

For Luke, the most rewarding part of his role is straightforward: solving problems quickly and effectively, with a distinctly human touch. “I know that seems pretty basic, but keeping that human touch is very important,” he says. In an industry where the “Amazon Mindset” of rapid solutions and automated interactions often dominates, Luke emphasizes that Battlbox aims to break that mold. “We’d like to try to break that mold and be like, ‘Hey, we’re here, we’re fixing the problem, there’s not a big run-around—it’s going to get solved very quickly,’” he explains.

This commitment to efficiency and personalization helps Battlbox stand out, especially as a small business. For Luke, it’s not just about meeting expectations but going above and beyond to make each customer feel valued and heard, building trust one interaction at a time.

The CX Team at Battlbox

Luke leads a small, fully remote team. For him, setting clear expectations is essential in managing customer satisfaction at Battlbox. As a monthly subscription service, Battlbox faces the common challenge of separating billing cycles from shipping windows, something he emphasizes as a priority. "Just keeping proper expectations across the board" is key, he explains, ensuring that customers understand when they’ll be billed and when they can expect shipments. 

This alignment minimizes confusion and helps maintain trust, especially as subscription boxes continue to grow in popularity. Solving issues quickly and transparently helps Battlbox meet customer expectations.

In an almost exclusively remote e-commerce world, Luke stresses the importance of trust and integrity in customer experience management at Battlbox. With a significant amount of autonomy granted to account managers, ensuring they are both "morally sound and trustworthy" is key to Battlbox's approach. He highlights that while call centers and other traditional support setups exist, his team's flexibility allows them to tackle issues with a personal, dependable touch—qualities that make a crucial difference in delivering effective support remotely.

CX Team Success Factors

Battlbox’s communication strategy for customer support leans heavily on email, which Luke notes fits well with their target market—outdoor and survival gear enthusiasts who tend to prefer straightforward, efficient communication. Although they provide live chat, it’s rarely used and is usually saved for following up with previous clients. The approach reflects a focus on streamlined, minimal-contact support, unlike brands that might prioritize more interactive support methods for different consumer bases, such as beauty or kids’ products.

Luke and the Battlbox team have big plans on the horizon, with a strong focus on enhancing customer loyalty and value. They’re actively expanding two key programs: BattlVault and BattlBucks. BattlVault serves as an exclusive discount and benefits program for active subscribers, giving loyal customers special access to perks that add value to their subscription experience. BattlBucks, on the other hand, is a rewards initiative that allows subscribers to earn points for every dollar spent, creating a system where loyal spending directly translates into future benefits.

These initiatives are multi-departmental and constantly evolving, reflecting Battlbox's commitment to customer satisfaction and long-term loyalty. As they further develop BattlVault and BattlBucks, the company aims to foster a community where subscribers feel both valued and rewarded for their ongoing support.

Revenue Generation/AI/topics of interest 

While Battlbox has integrated some AI capabilities into its Instagram and Facebook Messenger communications, Luke emphasizes the importance of a personalized, human-centered approach for most interactions. Though automation can streamline certain tasks, Battlbox has found that over-relying on AI can negatively impact their unique customer experience. For their particular audience a real, human touch remains essential. Luke notes that while AI has its benefits in specific contexts, their team is committed to maintaining that personal connection wherever possible to ensure a high-quality, hands-on experience.

Luke highlights Battlbox’s commitment to showing respect and appreciation for its customers' time and investment. "Top-down," the goal remains to keep a genuine human connection as a core value, aiming to ensure customers feel valued and respected in every interaction. While there’s room for some AI integration, Battlbox remains cautious, focusing on a more hands-on approach that reflects their respect for their customer base.