Liquid I.V. x Flip: True CX AI Partnership from 24/7 Phones to Super Bowl Campaigns

Liquid I.V. is a hypergrowth brand facing seasonal demand spikes and an expanding retail and international footprint. But inconsistent phone coverage, a strained CX team, and a desire for creative extensions into marketing sent Head of Customer Experience Domonique Brown on the hunt for a reliable, performance-driven CX AI tool like Flip.

THE CONTEXT

Liquid I.V. is a powerhouse hydration company whose great-tasting electrolyte drink mixes have set the standard for everyday hydration. Since Senior Director of Customer Experience Domonique Brown joined Liquid I.V. nearly ten years ago, the company has grown from $20 million to $1 billion in revenue across 120,000+ US retail locations and 12 international markets. They have product lines in hydration, immune support, energy, and sugar-free, plus regular seasonal flavor additions. 

THE CHALLENGE:

Before Flip, high volume seasons proved especially taxing for the CX team. During the hot summer months, customers seeking hydration solutions would flood the phone lines with questions, scaling call volume 4-5x. Liquid I.V. struggled to prioritize all channels without sacrificing the quality of service the team wanted to maintain in and out of peak seasons, which negatively impacted phone line availability.

Seasonality also affected education and training. Liquid I.V. is known for new flavors, line expansions, and limited-time products, which means the CX team is constantly getting up to speed. Flip’s AI agent could be trained immediately. 

24/7 customer support was a priority for Liquid I.V., but so was (and is) agent support, technological innovation, and customer experience. A major component of that experience is speed and preparation: questions answered quickly, issues resolved immediately, customer needs anticipated, information ready before launch. 

WHY FLIP AI FOR CUSTOMER SERVICE ?

• Liquid I.V. wanted an alternative to traditional/robotic IVR, something that could reflect the existing brand voice built across channels 
• Pre-built retail and CPG intents would speed up scoping and strengthen the unified coverage for the CX team across retail and ecommerce.
• Ecommerce platform integrations with existing tools (Shopify, OrderGroove, Zendesk) offered both ease of implementation and a personalized, more streamlined customer experience
• Flip’s pricing flexibility removed friction and made it easy for Liquid I.V. to say yes without feeling locked in.
• Deep retail industry-specialization and knowledge would offer immediate performance results
• Conversations with existing Flip clients touted ease of use

→ Speed, ease of use, flawless brand extension.

“We didn’t want a traditional IVR:” Voice AI that sounds human & brand representative

For Brown, beyond problem-solving capabilities, a voice on the phone line that reflected the established Liquid I.V. brand voice across channels was extremely important. There’s playfulness and thoughtfulness built in. The voice is integral to the brand identity and the customers’ trust in Liquid I.V. 

“There were a couple of things that set Flip apart for us,” says Brown. “ We didn’t want a traditional IVR [Interactive Voice Response]. We wanted something where we could embed a bit more playfulness into our phone line and make it a real extension of the brand voice we’d built across social media, email, chat, and other channels. We needed something quick and responsive, and for us that was Flip.”

Brown also mentioned the importance of integrating with Liquid I.V.’s existing tech stack, plus Flip’s flexible pricing model, pre-built intents, and retail industry expertise as priorities. Importantly, she spoke to existing Flip clients who emphasized their positive experiences. 

“I’d also had the chance to attend Flip events before signing on as a customer, and I talked to other clients using the product. They told me about their experience, how easy it was to use, what it was like working with the team, and how easy it was to automate their customers’ experiences. That’s what sold me.”

FLIP VOICE AI IMPLEMENTATION: HIGH-RISK TIMING PAID OFF

• Live in 2 weeks
• Went live in December (Black Friday/Cyber Monday period)
• Internal testing process (FLIP’S LISTEN MODE): 96% intent detection rate, 3,500 calls analyzed, 95 prebuilt automations 
• Phased intent rollout: subscriptions and order editing first, product questions and education second
• By Memorial Day 2026, Liquid IV was in high-volume season and phones stayed on 24/7

“When we signed on, implementation was incredibly easy.”

After a testing process that analyzed 3,500 calls, Flip noticed a high intent detection rate among callers (96%), an early sign that the implementation process would be a breeze since customers already stated clearly their reason for calling. The process also clarified the 95 pre-built automations that could be implemented immediately for performance outcomes. Liquid I.V. turned the Flip phone lines on in December during the holidays: one of their volume-spike periods. 

The high-risk timing paid off: the phone lines stayed on, customer service agents felt supported, and customers could get their requests resolved 24/7. By the first summer season with Flip, Liquid I.V.’s phone lines didn’t have to close like they had the previous year.

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RESULTS & IMPACT

Since implementing Flip, 45% of calls to Liquid I.V. are now automated leading to a 65% decrease in Call Abandon Rate and an 81% decrease in Call Handle Time. Liquid I.V.’s human agents can now spend time with customers with more nuanced or complicated requests, without the stress of a long phone queue. “That’s allowed our agents to spend more time with escalated customers who need a human touch, and to provide a more personal experience.”

This is extremely important to Brown, who sees customer service as an opportunity to build relationships directly with the consumer.  “CX is a great opportunity to be creative because you get to talk to customers directly,” she says. “We see a more personal side of them.”

Flip’s brand-aligned voice and resolution capabilities coupled with Brown’s team’s ability to handle higher-value, relationship-building interactions are a winning combination.

“What’s great about working with a partner like Flip is that they keep innovating.”

The key use cases for Liquid I.V. include subscription management, order editing, and new product information. Flip’s platform insights also offer a valuable product feedback loop, surfacing flavor complaints, out-of-stock trends, and customer sentiment from call transcripts.

Beyond the workflows and technical integrations, the relationship between Liquid I.V. and Flip was “a true partnership from day one.” Brown mentioned specifically the value in working with her Flip Client Success Manager Sophia Velo. Together, they clearly articulated the ideal customer experience on phones and implemented a roadmap. Because of the seamless integration and steadfast positive customer experience, the partnership evolved to embed the unique and creative voice of Liquid I.V. across campaigns. 

Quite exciting: together they’ve integrated Flip seamlessly into Liquid I.V.’s recent marketing campaigns with more on the horizon. They chose a specific voice and offered specific promotions on the calls in alignment with Liquid I.V.’s Spider-Man “everyday heroes” campaign and their recent Super Bowl commercial and “game time heroes” campaign. Flip and Liquid I.V. demonstrate the creative power of conversational AI and CX to connect with customers and grow their brand. The possibilities are endless. 

Liquid I.V. partnered with Flip to transform their overburdened phone lines. Now the relationship has evolved to a multi-channel conversational AI deployment powering 24/7 customer support, seasonal trends and product education, product feedback loops, a Super Bowl promotion, and even a Spider-Man-themed customer giveaway.

“Someone even left a comment recently saying, ‘Whatever you’re doing over there, keep doing it with your phones. I had the best experience interacting with your phone.’”

Flip Voice AI integrates with phone system for automated customer experience workflows. Flip’s Voice AI agent for CX has native tech integrations, compliance, analytics, and vendors built in for the best calls. The right CX partner can lead to performance outcomes.