What happens when a support team treats quality as something to keep improving, not just something to measure?
Tractive, the Austria-based company behind one of the world’s most popular GPS trackers for pets, has grown quickly over the past decade.
As their products reached more pet owners around the world, their support team needed to grow too, across languages, time zones, and increasingly complicated customer questions. That’s where Boldr came in.
What started as a small support team quickly turned into a long-term partnership focused on doing one thing really well: getting better over time.
Instead of just adding more agents, Tractive and Boldr focused on improving how support actually worked: refining workflows, strengthening quality practices, and helping agents resolve customer issues faster.
Over time, that approach paid off. Handling times dropped, customer sentiment improved, and the support team scaled alongside Tractive’s global growth.
Tractive builds GPS trackers that help pet owners keep tabs on their animals’ location, activity, and health through a mobile app. For customers, the product isn’t just another gadget; it’s peace of mind. That emotional context shapes how Tractive approaches customer support.
As Luca Fracchia, Tractive’s Customer Experience Lead, puts it:
“When it’s about pets, people should feel that personal feeling with the customer service agent. Customers should feel like they’re interacting with a real human being who understands their concerns.”
As Tractive expanded across Europe, North America, and dozens of other markets, customer inquiries grew along with it. Supporting customers in multiple languages while keeping conversations thoughtful and personal became increasingly challenging.
Tractive had already chosen to focus primarily on written support (email and chat), which allowed agents to provide clear, well-documented answers. But scaling that model globally required a partner that could grow alongside them while still embracing their customer-first mindset.
Tractive partnered with Boldr in 2020, starting with a small multilingual support team helping manage customer conversations across email and chat.
But pretty quickly, the focus shifted from simply answering tickets to improving how the whole support system worked.
Instead of treating CX metrics as a scoreboard, the teams used them as signals. Where were customers getting stuck? Why were certain tickets taking longer? What could be simplified for agents? That mindset led to a steady stream of improvements.
The teams worked together to strengthen quality coaching and QA reviews so agents could resolve issues more completely the first time. Internal resources and macros were refined so agents could respond faster without losing the brand’s tone and empathy.
Chat workflows were adjusted, knowledge resources improved, and leaders regularly reviewed performance patterns to spot opportunities for improvement. None of these changes were dramatic on their own, but over time, they added up.
Agents spent less time navigating tools and more time actually helping customers. Conversations became easier to resolve. Handling times dropped without rushing interactions.
In short, support got smoother.
That continuous improvement mindset translated into measurable operational gains across both efficiency and customer sentiment:
What began as a small pilot team has grown into a global support operation helping pet owners in nearly 200 countries.
As Tractive continues to grow, the support organization is evolving alongside it.
New initiatives around chat, knowledge systems, and automation are helping streamline how customers find answers and how agents handle more complex cases.
At the same time, the partnership with Boldr continues to focus on the same core principle that shaped it from the beginning: continuous improvement.
Because when support teams keep learning and refining how they work, better customer experiences tend to follow.
Ready to build a support team that keeps getting better?
Boldr helps growing companies scale customer experience without losing the human side of support. If you're looking for a partner who treats CX as something to continuously improve, not just maintain, let’s talk.