Case Study: Roku achieves rapid, scalable live customer support and reduced phone volume with LiveChat

Live chat being Roku’s advantage in competing with Apple TV

Roku, a leading streaming‑platform maker, faced a sudden surge in customers after renewed attention to web TV and stiff competition from larger rivals like Apple TV. Vincent Thai, Director of Customer Advocacy, needed to make customer service a key differentiator and reduce phone volume by adding a scalable live chat channel that could be quickly deployed and used alongside existing phone and help‑desk teams.

Roku chose LiveChat for its speed, stability and licensing, going from sign‑up to launch in under 45 days and scaling from 10 to 75 concurrent agents (200+ total) as adoption grew. LiveChat now handles over 8,000 chats/week—surpassing phone contacts—integrates with Zendesk and CRM systems, supports planned international expansion with pay‑as‑you‑go pricing, and delivered measurable improvements in support efficiency (with minor tuning needed around canned responses).

Roku

Vincent Thai

Director of Customer Advocacy, Roku