Nualtra: Customer service, handled with care

The situation

Nualtra made a big call. They decided to restructure their online business and outsource their customer service entirely, so they could put more resource into their marketing team and focus on growth.

The hard part was finding the right people to hand it to. Nualtra work in healthcare, and many of their customers are NHS patients, some with complex needs and some contacting the business at a vulnerable point. This wasn't a case of passing a busy inbox to whoever was cheapest. Whoever took it on had to get the tone right every single time.

They spent a long time looking for the right partner.

We started with Nualtra in early 2024, covering their customer service during holidays and sickness. It was a chance for both of us to see how we worked together, and for them to see how we handled their customers. A few months later, in the summer of 2024, they handed us the role properly, and we took over their customer service for four hours a day.

Why this one needed more than a quick fix

A scripted reply to someone who's worried about their nutrition supplies isn't good enough. Neither is a slow one. We knew from day one that the job wasn't just answering emails. It was protecting the trust Nualtra's customers already had in them.

So before we took over a single query, we [spent time learning the product range, the common questions, and where the sensitive conversations tend to come up / add what your onboarding actually involved]. That groundwork is why the handover felt smooth from the customer's side.

What the day-to-day actually looks like

We run Nualtra's customer service as if it were our own business. On a typical day, that means:

• Managing the customer service inbox, from first reply through to resolution

• Processing and tracking Shopify orders

• Handling returns and refunds

• Answering product and delivery questions

• Taking on the trickier conversations with patience and care, and knowing when something needs to go back to the Nualtra team

Handling sensitive queries properly

This is the part we're proudest of. When someone gets in touch about their health, they're not a ticket number. We read what they're actually asking, reply like a real person, and make sure they feel looked after. Where a query needs clinical input or a decision from Nualtra, we flag it clearly and quickly rather than guessing.

A partnership, not a stopgap

What began as holiday and sickness cover has become a long-term working relationship. In January 2026, Nualtra increased our hours by 50%, taking us to six hours a day. That's not something a business does unless the work is right.

We know the business, the products and the customers well enough now that Nualtra don't have to think about their customer service at all. It just gets done, and it gets done well.

Their team gets to focus on growing the business. Their customers get looked after. That's exactly how it should work.

In Phill's words

"Last year we made a big decision to restructure our online business and outsource our customer service function entirely to allocate more resource into our marketing team. We spent a lot of time trying to find the right partner as we work within the healthcare space and regularly deal with NHS patients whose needs can be quite demanding.

Our decision to choose Abigail and her team as our support partner has proved to be an excellent one – the transition was smooth and the quality of their work and attention to detail is outstanding. They are now running our customer services, managing email, Shopify orders and returns, and it has allowed us to free resources to grow our business."

Phill, Marketing Director, Nualtra (2025)