Case Study: Missouri Star Quilt Company achieves 30% higher answer rates and 97% CSAT with Zendesk Messaging

Missouri Star Quilt Company + Zendesk Exceptional, personalized customer support

Missouri Star Quilt Company, led by YouTube star Jenny Doan, grew from a rural storefront into the world’s largest online retailer of fabric and quilting supplies, employing about 400 people and handling 22,000 support tickets a month. As the business scaled, it struggled to keep the personal “quilting family” connection—facing dropped calls, weak reporting, and the need to serve a multigenerational customer base across preferred channels while turning conversations into actionable data.

The company implemented Zendesk (Talk, Chat, Guide, Support, Explore, Gather, and soon Sell), using a custom IVR with Jenny’s greetings, skills-based routing, chat widgets, and an internal knowledge base to equip agents. The result: a 30% improvement in answer rate to 95%, a steady 97% CSAT, and richer customer data that informs product, inventory and process decisions—enabling proactive, personalized support rather than a conventional call center.

Missouri Star Quilt Company

Wendi Mills

Customer Service Manager