Transforming Customer Conversations with AI-Powered Automation and Insights
Carrot-Top Industries Acheived
About Carrot-Top Industries
Location: Hillsborough, North Carolina
CRM: NetSuite
Customer Since: 2024
Introduction
Founded in 1980, Carrot-Top Industries is the second-largest independent flag dealer in the United States, proudly supplying high-quality flags, flagpoles, and patriotic accessories to customers across the nation. To modernize its operations and enhance customer experience, the company implemented an AI-powered contact center for NetSuite through Contivio, creating a single intelligent platform for communication and insight.
For more than four decades, Carrot-Top has built a reputation grounded in service, quality, and community spirit—values that continue to guide every aspect of its growth.
As customer needs and communication channels have changed, Carrot-Top has brought in new technologies that make it easier for customers to get the help they need. This approach balances the company’s long-held traditions with innovation, giving the team tools to guide customers through every stage of the flag-buying process.
Problem
Carrot-Top Industries already had a dedicated, high-performing customer service team known for their commitment to helping customers quickly and thoroughly. But as a company that continually looks for ways to enhance the customer experience, Carrot-Top recognized opportunities to improve efficiency, visibility, and scalability across its contact center operations.
Before Contivio, the team faced three main challenges that limited growth and insight.
Manual Workload and Inefficient QA
Agents spent valuable time manually typing call notes into NetSuite after every interaction. Leadership performed quality audits by hand, which slowed feedback loops and made it difficult to identify opportunities for improvement.
Disconnected Systems
Phone, chat, and email channels operated in silos, leaving no unified view of customer interactions. Without centralized insights, managers found it challenging to spot trends, track issues, or measure performance in real time.
Limited Automation and Scalability
Without AI-driven capabilities, agents spent hours on repetitive tasks like tracking requests and handling standard inquiries. The lack of automation made it difficult to scale operations or focus on more meaningful customer engagement.
Even with a talented team in place, reactive processes limited visibility into what customers were saying or how they felt. Carrot-Top wanted to change that by equipping their agents with tools that would make every interaction smarter and more efficient.
“Our agents love that they don’t have to type anymore,” said Hathaway. “The transcript just appears in NetSuite. It’s accurate, and it lets them stay focused on the customer instead of the keyboard.”Stephen Hathaway COO
Solution
Carrot-Top adopted Contivio to bring AI-powered communication, automation, and intelligence directly into their daily workflows. The goal was to empower agents with tools that remove manual work, improve consistency, and create more meaningful customer interactions. By connecting Contivio directly to NetSuite, the company unified every customer touchpoint in one intelligent system—transforming data from calls, chats, and emails into actionable insights that fuel better decisions across the business.
Key AI features driving Carrot-Top’s transformation include:
Real-Time Transcription and Call Summaries
Every conversation is automatically transcribed, summarized, and synced to the customer record. Agents no longer type notes or copy-paste data, freeing them to focus entirely on the customer.
AI Chatbot and Smart Self-Service
Common requests like order tracking and status updates are now handled automatically, reducing manual workload and improving response times.
AI-Driven Insights and Quality Scoring
Contivio analyzes sentiment, keywords, and behaviors to provide objective quality scores and identify coaching opportunities, giving leaders clear visibility into agent performance.
Voice of Customer Analytics
Post-call surveys and sentiment tracking help leadership understand how customers feel—and why—so they can make faster, data-backed improvements.
AI-Optimized Outbound Campaigns
Automated dialers and intelligent list management streamline both sales and collections efforts, improving efficiency and consistency.
Beyond immediate efficiency gains, Carrot-Top now views AI as a cornerstone for long-term growth. The company is exploring new opportunities to leverage Contivio’s unstructured communication data through MCP-driven analysis—combining transcripts, chat logs, and sentiment data with NetSuite to uncover deeper patterns in customer behavior and satisfaction. This commitment to continuous innovation positions Carrot-Top to deliver even more personalized, data-enriched customer experiences in the years ahead.
“AI has become a central focus for how we continue to grow and serve our customers,” said Stephen Hathaway, Chief Operating Officer at Carrot-Top Industries. “What excites us most is how quickly this technology is evolving—and how Contivio, working in partnership with NetSuite, is helping us stay ahead of that curve.”Stephen Hathaway COO
Results
Carrot-Top Industries adopted Contivio to bring AI-powered communication, automation, and intelligence directly into their daily workflows. The goal wasn’t just to streamline customer interactions, but to create a smarter, data-driven contact center that learns and improves with every conversation.
By integrating Contivio’s AI capabilities with NetSuite, Carrot-Top unified every customer touchpoint into a single, intelligent system. This transformation allowed agents to deliver faster, more personal service while giving leadership real-time visibility into performance and sentiment across all channels.
Key AI features driving Carrot-Top’s transformation include:
Real-Time Transcription and Call Summaries
Conversations are automatically transcribed, summarized, and synced to the customer record. Agents no longer type notes or copy data, freeing them to focus on the customer.
AI Chatbot and Smart Self-Service
Routine requests such as order tracking and status updates are now handled automatically, reducing workload and improving response times.
AI-Driven Insights and Quality Scoring
Contivio analyzes sentiment, keywords, and behavioral patterns to generate objective quality scores and identify coaching opportunities, helping managers make faster, data-informed decisions.
Voice of Customer Analytics
Post-call surveys and sentiment tracking reveal how customers feel and why, turning feedback into actionable intelligence.
Looking Ahead: Data Augmentation and AI Evolution
Building on these results, Carrot-Top is exploring new opportunities to leverage Contivio’s unstructured communication data through MCP-driven analysis. By combining transcripts, chat logs, and sentiment data with other NetSuite datasets, the company can uncover deeper insights into customer intent, buying behavior, and lifecycle trends.
This next phase focuses on AI-based data augmentation—enriching every customer record with contextual intelligence that supports smarter forecasting, proactive service, and more personalized engagement.
Carrot-Top’s evolution reflects a larger shift across modern contact centers: transforming unstructured data into strategic insight and using AI not just to automate work, but to amplify the value of human connection.
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