Software: Phorest
Brook Usage: After-hours +Overflow (Brook picks up after three rings and when closed)
Locations: 7
With seven thriving locations acrossBrooklyn, [salon]718 has built its reputation on inclusivity,creativity, and community. Founded by Michaella Blissett Williams,her vision of delivering trend-forward hair in a welcomingenvironment has been wildly successful—the brand continues to growas one of New York’s most trusted salon groups.
However, seven locations brought newchallenges: higher call volume, more scheduling complexity, and ateam stretched thin trying to balance phone calls with in-salon guestcare—even with a remote call center in place.
[salon]718 turned to Brook, the AIphone assistant, to help manage calls, free up the team, and ensureguests always get the support they need.
At [salon]718, “busy” is anunderstatement. Calls pour in daily across seven Brooklyn locations,ranging from simple haircut requests to detailed serviceconsultations. The call center team, based remotely, often struggledto keep up with the volume.
When the team introduced Brook, theyweren’t looking to replace people—they were looking to give theirpeople breathing room. Brook reduces stress for the team, andultimately, clients benefit from it.
With Brook managing after-hourscalls and jumping in during peak times, call center agents now starttheir day focused—not buried under a stack of voicemails.
Instead of asking 10 questions whenreturning a call, agents often already know exactly what the clientneeds thanks to Brook’s summaries. Brook either books theappointment after hours or captures the full request and delivers aclear summary to the team.
Before calling a client back, theteam can pull up the client’s history. If someone usually getshighlights but called about a gloss, the agent can prepare for acolor conversation immediately.
This removes the discovery phase andmakes conversations faster, smoother, and more personalized.
Brook handles quick questions like“What time was my appointment?” or “Can I book a barber cuttomorrow?” With fewer simple calls to manage, the team has moretime for complex service consultations.
Because Brook connects directly withPhorest and uses service history, she can personalize recommendationssuch as suggesting the same balayage as a previous visit.
Brook helps prioritize newer talentfor bookings and introduces add-ons like glosses or treatments. Bythe time a live agent follows up, the client has already heard thesuggestion and considered pricing.
This makes upselling feel naturaland conversational rather than pushy.
Brook informs clients of the salon’s24-hour cancellation policy and notes when timing preventscancellation. When agents follow up, they already know the client hasbeen informed.
The team can then use theirjudgment—waiving fees for loyal clients when appropriate whileprotecting stylist time when needed.
The team describes Brook as avirtual extension of their booking software. She understands variedterminology—like interpreting “blow dry” correctly—andcontinues improving over time.
If your front desk or call centerfeels overwhelmed—or your team is juggling phones instead ofserving guests—it may be time to explore Brook.