Case Study: Musely reduces cancellations with Firework’s AVA

Musely Elevating the Cancellation Flow with Firework’s AVA

Musely, a telehealth platform for prescription skincare, wanted to improve its off-boarding experience because its cancellation flow felt static and robotic. When customers tried to cancel, they were met with reason-based forms and scripted suggestions that didn’t create a real conversation or address their concerns in a more empathetic way.

To solve this, Musely partnered with Firework and implemented Firework’s AI Virtual Assistant (AVA) in the cancellation flow, enabling dynamic, free-text conversations that responded in real time to user concerns. The result was 25% fewer cancellations overall, a 46% drop in app cancellations, and a 22× ROI, while also giving Musely richer customer feedback in users’ own words to guide future improvements.

Musely

Rocco

VP of Product