How ClickPost Parth Helped MyMuse Resolve 80% of Failed Deliveries on the Same Day

A Brand Challenging Taboos and Leading Change

MyMuse is India’s first luxury personal wellness brand, founded in 2020 by Anushka and Sahil Gupta with the mission to make pleasure and connection easy, safe, and stigma‑free. It has rapidly built a loyal community and served over 150,000 customers across 800+ cities, expanding even into Tier 2 and Tier 3 markets. 

Despite this strong upward trajectory, one key operational hurdle continued to drain their valuable time and affect customer experience—managing failed deliveries (NDRs). As MyMuse scaled, the volume of NDRs grew as well, often requiring manual intervention from the operations team. 

We had the opportunity to speak with Sharadbabu Narayanan, Operations Lead at MyMuse, to understand how they tackled this challenge with the help of ClickPost’s AI NDR Manager, Parth.

Where the Gaps Were in a Growing Operation

As MyMuse grew, their order volumes soared—but so did the number of failed delivery attempts. With no automation in place, the operations team had to intervene manually for each NDR case. This created a series of cascading challenges:

1. Manual Follow-Ups Were Consuming Team Bandwidth

Without automation, every NDR follow-up had to be handled manually. This meant hours of phone calls, status checks, and coordination—every single day. The team was spending valuable hours on repetitive tasks instead of focusing on strategy, planning, or improving the customer experience.

2. NDR Resolutions Took Too Long to Close

Because there was no intelligent automation in place, it took them 48 to 72 hours just to resolve one failed delivery. This delay often meant frustrated customers, higher RTOs (returns), and unavoidable losses. Speed was no longer a nice-to-have—it had become essential to maintaining customer trust.

3. Peak Season Volumes Made Things More Challenging 

During major sale periods or events like Valentine’s Day, the volume of NDRs spiked significantly—up to 30% of all orders. This surge created immense pressure on the team and increased the risk of failed recoveries. Handling this manually was not scalable. MyMuse needed a solution that could keep up with both volume and urgency.

4. Lack of Real-Time Sync with Courier Partners

Delays in updating courier partners after speaking with customers meant that even if a customer wanted redelivery, the response time was slow. The coordination gap led to missed opportunities and longer recovery cycles.

5. Customers Needed a Human-Like, Yet Discreet Touch

As a brand operating in the intimate wellness space, MyMuse needed to maintain a balance: empathetic, human-toned communication that respected customers' privacy—without adding emotional friction.

Recognizing the Breaking Point

Sharadbabu and his team realized they needed more than just more people—they needed a smarter, scalable system that could keep pace with their growth while upholding the brand’s standards of discretion, empathy, and customer experience.

“To scale a brand at a high level, we should introduce AI at any given point of time,” Sharadbabu  Narayanan shared. This is where ClickPost’s Parth entered the picture, not as a replacement for the team, but as a powerful extension of it. What began as a tactical fix for NDRs soon sparked interest across the company.

With strong leadership support and a clear operational need, MyMuse was ready to make the shift—from manual workflows to proactive, AI-powered customer recovery.

The Roles ClickPost Parth Plays in MyMuse’s NDR Management

1. 100% Automated NDR Follow-Ups

Parth now handles every NDR case autonomously, reaching out to customers instantly after a failed delivery. It engages them in real-time conversations—rescheduling deliveries, gathering confirmations, or collecting reasons for refusal—all without human intervention.

2. Same-Day Resolution for 80% of NDRs

With Parth acting instantly, the turnaround time on most NDR cases dropped drastically. What used to take 2–3 days now happens within a few hours.

The faster resolution didn’t just improve operational efficiency; it reduced RTOs and improved customer retention during critical moments in the delivery cycle.

3. Solution for Festive Season NDR Pressure

Parth proved especially valuable during high-volume periods like Valentine’s Day, when up to 30% of orders used to get marked as “failed” in the first attempt.

Where manual processes previously buckled under pressure, Parth scaled effortlessly, handling large spikes in NDRs without additional resources.

4. Real-Time Courier Partner Sync for Faster Recoveries

Parth is API-integrated, meaning that the moment a customer confirms or reschedules delivery, the system updates the courier partner immediately. This minimized delays and prevented miscommunication that used to cost time and money.

5. Human-Like Conversations That Respect Privacy

Despite being an AI, Parth was carefully designed to speak like a human—a must-have for a brand like MyMuse, where discretion and tone matter deeply.

“Customers do not feel that it’s an AI agent altogether. It’s like a human talking to the customers.” Sharadbabu Narayanan noted. “So, in one of the incidents, customer was not aware that he was talking to an AI agent,” he further mentioned. 

Equally important was data discretion. With no human agents handling sensitive conversations, the privacy-first ethos of MyMuse remained intact.

Numbers That Speak: At a Glance 

• 100% of NDR cases managed by Parth AI

• 80% of NDR cases resolved on the same day

• 2–3 hours of manual follow-up time saved daily

• 30% spike in NDR volume during festive seasons effectively handled

Lessons from the MyMuse Journey

• Automation isn’t about replacement—it’s about amplification.
  Parth didn’t replace the ops team; it supported them by taking over repetitive tasks, freeing up their time for high-impact work.

• Speed is a critical part of customer experience.
  Reducing NDR resolution time from 72 hours to same-day recoveries directly impacted satisfaction and reduced RTOs.

• AI can sound human—and that matters.
  When customers can’t tell the difference between AI and a human agent, it builds trust without needing extra manpower.

• Scalability must be built into your operations early.
  Seasonal spikes in volume don’t need to mean chaos—if the right systems are in place, scale becomes manageable.

• Privacy and discretion are not optional—they’re expected.
  In any industry, minimizing human involvement in customer conversations helps preserve trust.

• Leadership buy-in accelerates transformation.
  When internal stakeholders—from founders to frontline teams—support innovation, adoption is faster and impact is deeper.

Final Takeaway

Scaling with empathy and efficiency is possible—when a brand embraces the right tools at the right time.

MyMuse’s journey shows that operational challenges like failed deliveries don’t have to hold back growth. By proactively adopting automation that aligned with their values—speed, discretion, and customer care—they not only solved a problem but also strengthened their brand promise.

Looking ahead, we’re working closely with the MyMuse team to make this collaboration even stronger—continuously fine-tuning the solution to support their evolving needs and upcoming scale. With shared ownership and open feedback, this partnership is built for long-term impact.