Jennifer Villalba is CX director at 32 Degrees, the apparel brand, after almost four years there and five years before that at Apple's retail stores. She talks about bringing in AI to handle low effort tickets ahead of Q4, why her team wants to be seen as a revenue driver, not a cost centre, and how ParcelLab's tracking page became the most visited page on their site with 200,000 sessions in a month. She also explains how return data caught a real manufacturing fault. Listen to hear how a lean CX team preps for peak season.