2024 changed the game in customer support. Data from our customers show that AI now handles a whopping 40% of basic tickets.
For a CX company, what does that mean for us?
Well, one statistic doesn’t capture the whole story — in fact, we’d go as far as to say it’s a good thing for our business. We grew across 8 countries. And our people stick around. Our yearly attrition rate is a tiny 2.6%, meaning 97,4% stay with us long-term.
This year also showcased our ability to solve unique business challenges (more on this later in the article).
But here's what matters most: we're building something different. Not just another CX company. Not just another tech vendor. We're building teams that last and are assisted by the latest technology available. Teams that grow. Teams that deliver. Our first client from eight years ago? They’re still here with some of the same people that they started with.
That's our plan for 2025: bring the best of both worlds—Humans+AI—to eCommerce and Tech companies who want to do customer experience right.
Now it’s time to grab some snacks and read on for our full breakdown of 2024, and some of our thoughts about the future.
What really changed in 2024?
AI platforms now manage up to 40% of basic L1 customer support inquiries, with solutions like Ultimate AI from Zendesk, Gorgias AI, Intercom, Kustomer and others making the transition to AI augmented CX easier than ever.
But smart brands aren't racing to automate everything just because they can. Rather, they're finding balance in using AI for simple and repetitive tasks while keeping the human touch where it matters most.
Companies care less about quick fixes and more about building teams that last. Why? Because every time someone leaves, they take the institutional knowledge with them. Our teams stay with clients for years, not months. They learn the products inside out. They understand the customers deeply. And most importantly - they stick around. Our attrition rate is less than 2.6% compared to 40-60% (yikes) in the Business Process Outsourcing (BPO) space
From little things, big things grow
Success stories often start small. Our longest partnership began eight years ago with just one person. Today, that same client trusts us with over 100 team members. This isn't unusual for us. Our best partnerships follow this pattern: start with a few key people, prove what works, then grow naturally.
TeePublic's story shows why this works. They started with one customer service rep. Got to know us. Liked what they saw. Now, eight years later, we handle their entire customer experience operation.
Cross training as a secret weapon
For us (and our customers) cross-training isn't just about backup coverage. In fact, this year, we turned cross training into a growth engine. Team members learned new skills across different departments for the same client.
Think when eComm got the holiday season spike? The content moderation team steps in and assists. The results? It means better service for our clients and better growth paths for our people. Since we’re building embedded 1:1 teams, scope flexibility and cross-training is the obvious advantage our clients leverage.
What made 2024 special for HKR
We couldn't write this section without our clients. Since 2016, we've been trusted by companies like TeePublic to build talented remote teams that help build their business, and keep their customers happy (and loyal). We wouldn't be here without you <3
Also special shoutout to Nick Michlewicz at Supp, Chris Nordman at ContractSafe, and Murray Levison at Stationhead.
A year of experimentation
“We don’t know, but let’s find out.”
When a client needed to review AI's work on 50,000 legal contracts, we didn't have this as a service offering, or offer a playbook for that. So, we said yes and built something new: a team of six Romanian legal graduates who could spot what AI might miss. They checked every contract where 100% accuracy mattered.
The result was 50,000 contracts reviewed in under three months. This wasn't just about helping a client in need – it was an experiment teaching us how we can better solve unique problems.
“Don’t worry, we’ll handle it.”
Global talent is great, but managing it can be a headache. One client learned this the hard way - they had 25 freelancers spread across four continents. Each country meant different tax rules and labor laws. Instead of letting them deal with this maze, we stepped in. We took over as their Employer of Record, handling all the complex stuff: international taxes, labor laws, payroll. They got to keep their global team without the global paperwork.
“As your needs grow, we do too.”
We do CX, but many of our clients require the same service for software engineers as an “add-on” to what we’re already doing. Since AI exploded this year, we leveled up our tech recruiting too. How? By bringing in Toptal's lead recruiter for Data and AI Engineers to join our team.
Not only becoming stronger, but even more secure
+ISO 27001 puts us at the forefront of information security, giving our partners peace of mind that their data is locked down tight. +ISO 9001 proves what our clients already know: quality
Our favorite feedback from this year
"I think we had like several years where we had basically no attrition from anybody at HKR."
🤭 "It is very refreshing to work with a group of humans who don't expect to be promoted every other month.”
Key learnings we’re taking with us into 2025
What’s important for customer experience in 2025?
2025 will be about finding the right balance between human expertise and AI capabilities.
We're seeing the early signs now: AI handles the routine stuff - password resets, basic troubleshooting, tracking updates. Which, of course, frees up our teams to focus on what humans do best: solving complex problems, showing empathy, and building relationships with customers.
We don’t see AI replacing people. It’s simply able to help people become better at their jobs. The best customer service will come from teams who know how to blend both. Smart tools handling the simple stuff. Skilled people managing the complex cases. Real conversations when they matter most.
The traditional call center model is fading, and for good reason. Rigid schedules, high-pressure metrics, and treating people like numbers don't work anymore. What’s more, your talent pool is limited to what exists in the proximity around your offices.
Today's customers expect genuine conversations with people who understand their needs. Smart companies are moving away from massive call centers toward smaller, stable teams who know their products deeply.
It's not only better for employees — it just makes business sense.
Lower employee attrition means better customer service. Better customer service means stronger brands. Stronger brands mean sustainable growth. Our experience confirms this.
When people feel respected and valued, they stay longer, learn more, and care more about helping customers. The math is simple: one experienced hire who knows your business is worth more than three who are just watching the clock.
What’s next for HKR in 2025?
Looking ahead, we're doubling down on what works. Our focus is building specialized CX teams for eCommerce and Tech companies with global distributed talent.
We're not trying to be everything to everyone. Instead, we're getting even better at what we do best. With our global talent network, we can build exactly the right team for each client - whether they're a growing Shopify brand or a tech platform scaling up.
It's about matching deep industry knowledge with the right people, no matter where they are in the world. And the best part is that we handle everything from sourcing to retention.
So if you're an eCommerce or Tech company looking to build a customer experience team that’s truly yours, let's talk. Whether you need to start small with a few key people or are ready to build something bigger, we can help map out what that journey looks like.
Schedule a call with us to learn more about our approach and how we can support your growth in 2025 and far beyond.
