Navigating the currents of customer experience

    Tiny Swell helps ambitious brands turn smart CX investments into compounding returns. We specialize in AI-enablement and leadership coaching.

    or estimate your AI savings
    TJ Stein, Founder of Tiny Swell

    TJ Stein

    Founder

    № 02 · Services

    Two ways to transform your CX operation.

    For DTC and ecommerce brands, the work usually starts in one of three places: AI customer service implementation, fractional CX leadership, or cost-to-serve optimization. Want to see what AI deflection could save you? Run the savings calculator.

    01Practice

    AI-Powered CX

    Stop drowning in tickets. Start scaling intelligently.

    I help brands implement AI customer service that actually works: reducing ticket volume, automating repetitive workflows, and freeing the team to focus on high-value customer moments.

    • AI Readiness Assessment
    • Tool Evaluation & Selection
    • Implementation Sprints
    • Conversation Design
    • Workflow Automation
    • Quality Assurance & Optimization
    02Practice

    CX Operations & Leadership

    Build the operation that runs without you in every ticket.

    From fractional VP of customer experience to team coaching to org design, I help you build the CX infrastructure that scales to 10x volume with the right people, processes, and performance systems. Specializing in cost-to-serve optimization and CX team structure for scaling DTC brands.

    • Fractional CX Leadership
    • Team Structure & Hiring
    • Cost-to-Serve Optimization
    • Process & SOP Design
    • Outsourcing & BPO Strategy
    № 03 · Engagement

    Clear engagement models.

    Three stages along a single path: Diagnose, Lead, Transform. Most engagements start with a diagnostic, then evolve into embedded leadership or a full implementation program.

    Phase I·Diagnose

    Customer Experience Diagnostic

    Know exactly where to invest in two weeks.

    Duration2 weeks
    Investment
    $2,500
    Fixed price

    Quickly identify your highest-impact opportunities and get a clear roadmap for transformation. Fast insights that help you prioritize investments and build confidence in your next steps.

    • Identify biggest opportunities for cost savings & efficiency gains
    • Understand AI readiness & tool stack optimization potential
    • Get prioritized recommendations with ROI estimates
    • Receive actionable 60–90 day implementation roadmap
    • Executive briefing to align stakeholders on priorities
    Book your diagnostic

    Phase II·Lead

    Fractional Leadership

    VP-level leadership embedded in your weekly rhythm.

    DurationOngoing
    Investment
    Starting at $8,000 / mo
    Most clients invest $8,000–$15,000 monthly

    Get VP-level strategic leadership at a fraction of the cost. Drive faster decision-making, reduce hiring risk, and accelerate growth with embedded executive expertise that scales with your needs.

    • Faster strategic decision-making & reduced time-to-market
    • Cost savings vs. full-time VP hire (typically 60–70% less)
    • Accelerated team development & improved retention
    • Optimized vendor relationships & reduced operational costs
    • Continuous innovation & strategic initiative execution
    Book a strategy call

    Phase III·Transform

    Implementation Program

    A complete rebuild of your CX operation: systems, team, playbook.

    Duration60–90 days
    Investment
    Starting at $20,000
    Engagements typically range $20,000–$50,000

    Transform your CX operation with measurable results. Reduce ticket volume by 30–50%, improve response times, and scale to 10x capacity while lowering cost-to-serve and improving customer satisfaction.

    • ~30–50% reduction in ticket volume through AI automation
    • Improved response times & customer satisfaction
    • Handle growth without scaling headcount
    • Reduced cost-to-serve & improved team productivity
    • Sustainable systems that continue delivering value post-engagement
    Get started this week

    Not sure which fits?

    Most clients start with a diagnostic to identify the highest-impact opportunities and the assessment typically evolves into the full implementation program once the roadmap is clear.

    Schedule a discovery callor email directly
    № 04 · Work

    Brands that have trusted the work.

    Eight teams, one operating principle: build experiences worth remembering.

    MeUndies logo
    Italic logo
    Everlane logo
    IPSY logo
    Mailchimp logo
    MUD\WTR logo
    Beheard logo
    GoDaddy logo
    Working with TJ at Tiny Swell while at MUD\WTR was truly transformative. His thoughtful guidance not only helped me scale our team by over 150% and improve key metrics like CSAT and first response time, but also gave me the confidence and clarity I needed to step into my leadership potential.
    Merissa Jones, Head of Customer Experience, MUD\WTR

    Merissa Jones

    Head of Customer Experience, MUD\WTR

    Want to join them? Start a conversation

    Great CX doesn’t just satisfy customers. It drives the business forward.
    TJ Stein, Founder of Tiny Swell

    TJ Stein

    Everlane · MeUndies · Mailchimp · GoDaddy · IPSY

    № 05 · About

    Eighteen years scaling consumer brands.

    As a CX executive with 18 years of experience helping innovative consumer brands scale: at Everlane, I transformed a reactive support model into a sales and retention engine. At MeUndies, I led subscription strategy during a period of exponential growth. At Mailchimp and GoDaddy, I oversaw call center operations for hundreds of agents. At IPSY, I’m currently leading a complex transformation into generative AI and automation.

    Along the way I built Complivex, an AI-driven RFP tool for teams evaluating enterprise software.

    I founded Tiny Swell to bring these strategies to ambitious ecommerce brands that want more from their customer experience, whether that’s improving cost structures, building loyalty, or turning support into a growth engine.

    Featuredappearances & writing
    № 05 · FAQ

    Frequently asked questions.

    The questions that come up on most first calls, answered so you can decide whether we're a fit before you book one.

    01
    What is a fractional CX leader?
    A fractional CX leader is a senior customer experience executive (typically VP or Director level) who embeds with a company part-time, usually one to three days per week, instead of joining full-time. For DTC and ecommerce brands scaling past $10M ARR, it provides VP-level strategy, team coaching, and operational leadership at roughly 30–40% of the cost of a full-time hire, without the hiring risk or ramp time.
    02
    When should a DTC brand hire a fractional CX leader instead of a full-time VP?
    Most DTC brands hire a fractional CX leader when they're between $5M–$50M in revenue and the founder or COO is still making day-to-day CX decisions. It's the right move when you need executive judgment on AI tools, team structure, and cost-to-serve but can't yet justify a full-time hire.
    03
    What does AI customer service implementation actually involve?
    It covers four things in sequence: (1) AI readiness assessment, auditing your ticket taxonomy, knowledge base, and CX stack; (2) tool selection, evaluating vendors like Ada, Decagon, Sierra, Gorgias AI, Kustomer IQ, Zendesk AI, Intercom Fin against your use cases; (3) implementation, conversation design, workflow automation, training data, QA; (4) optimization, tuning deflection rates, containment, and handoff logic over the first 60–90 days.
    04
    Can AI realistically reduce customer support ticket volume by 30–50%?
    Yes, when scoped correctly. On DTC and ecommerce programs I've led or advised, 40-50% deflection is achievable within 60-90 days if three conditions are met: a clean ticket taxonomy exists, the top 10-15 intents are well-documented, and the knowledge base is accurate. Brands that skip the diagnostic and deploy AI on a messy foundation typically see poorer deflection and plateau.
    05
    How is Tiny Swell different from a traditional CX consulting firm?
    Tiny Swell is a founder-led CX practice, not a traditional consulting bench. You get senior strategy, operating judgment, and direct oversight from TJ, with trusted associates brought in when the work benefits from extra technical execution. That means practical recommendations, faster decisions, and accountability to outcomes rather than a slide deck.
    06
    How do engagements typically start?
    Most clients start with a CX diagnostic: a focused assessment that produces a prioritized roadmap, ROI estimates, and a 60–90 day implementation plan. Many diagnostics convert into either the fractional leadership engagement or the AI implementation program. You can also skip straight to fractional leadership if you already know the scope.
    № 06 · Contact

    Let’s discuss where your CX needs senior support next.

    Tell me whether you need a CX diagnostic, AI customer service implementation, fractional leadership, or cost-to-serve work. Every message lands directly in my inbox, and I read them personally.

    Direct line

    tj@tinyswell.com

    The process

    1. 01

      Initial conversation

      We discuss your business, your customers, and where you want to go.

    2. 02

      Strategy

      A custom plan built around your team, tooling, and commercial reality.

    3. 03

      Implementation

      Hands-on partnership through execution, not a report left on the shelf.