Oura - Building a Premium Member Experience Across 6M+ Members with Otonomee

The Challenge: Scaling premium, multi-tier global support for a rapidly expanding health tech brand

ŌURA was experiencing a hyper-growth phase, with over half of its 6M+ rings sold in a single year. Alongside consumer growth, the company was also expanding globally, adding new healthcare partnerships, launching new product innovations, and increasing subscription adoption.

This growth introduced significant operational complexity:

• Rapidly increasing volumes across email, chat, phone, and public social channels
• Highly technical troubleshooting spanning hardware, firmware, mobile apps, and ecosystem integrations
• Management and support for B2B and Enterprise Healthcare business
• High brand visibility across public digital platforms, including Reddit, Instagram, Trustpilot, and Facebook, requiring proactive monitoring, rapid de-escalation, and brand-aligned communication

As a premium wearable brand operating at the intersection of personal health data and advanced technology, customer support had to reflect the same precision and trust as the product itself.

ŌURA needed a partner capable of scaling fast while preserving technical expertise, emotional intelligence, empathy, and brand alignment.

The Solution: Building, scaling, and operating a multi-layered global support ecosystem

Otonomee partnered with ŌURA to build, run, and scale a comprehensive multi-tier support model built specifically for health tech complexity across multiple geographies and lines of business.

1. Rapid global scaling

Launched with a core team in April 2024, the operations have since expanded into a fully established global support ecosystem spanning Ireland, Portugal, US, Colombia, and Romania. This distributed model ensured:

• Time zone coverage across global markets

• Dedicated teams across all channels and specialisations

• Operational resilience and risk mitigation

• Access to technical and multilingual talent pools

2. Full tier 1-3 support model

Otonomee built a layered support framework aligned to product and technical depth that includes:

• Tier 1 Multilingual Support (Operations + Technical)

• Tier 2 Executive Escalations (Operations & Technical)

• Tier 3 Support Engineering (hardware, firmware, ecosystem investigations)

• Social Tier 1 & Tier 2 24/7 coverage (public escalation management & cross-functional alignment)

• Specialist Health Queues (including Women’s Health)

• Enterprise Healthcare Voice Support (US-based onshore support)

• B2B & Bulk Order Support

This prevented complex investigations from overloading general queues and ensured high-value cases were managed by technically trained specialists. Dedicated onshore support aligned with healthcare provider and government compliance requirements, ensuring regulatory expectations and data sensitivity requirements.

3. Performance-driven execution

Scaling was supported by structured team manager ratios, dedicated Quality Analysts, and performance frameworks built to maintain service integrity at volume. Despite continued growth in interaction volumes, performance, service levels, and customer satisfaction across all channels remain consistently strong.

4. Human-centred experience

ŌURA’s philosophy is clear: a premium product needs premium support. With Otonomee's full multilingual tier 1-3 support model model teams are trained to deeply understand:

• Hardware behaviour and failure patterns

• App ecosystems and connectivity flows

• Subscription and healthcare compliance processes

Tier 3 Support Engineering specialists conduct root cause investigations, field failure analysis, and collaborate cross-functionally with product and engineering teams, elevating support from reactive service to strategic product insight.

5. Powering AI-first service

Otonomee supported the deployment and adoption of ŌURA's AI-first service model, preparing the operational processes and content needed for effective automation at scale. This drove significant growth in AI-resolved queries, easing pressure on human queues even as overall volume increased.

Otonomee quality-controls model outputs, monitors AI interactions for accuracy and tone, and feeds performance insights back into the system to improve resolution rates over time. Handoffs from chatbot to human agent are managed with the same customer-centric care as any other escalation, so members experience continuity rather than a restart when a query needs escalation to a person.

The Benefit: A scalable, specialist, global support infrastructure built for sustained long-term growth

Through this partnership, ŌURA established a high-quality support ecosystem capable of sustaining rapid expansion without compromising quality, trust, or brand integrity.

• Global scale without loss of support quality

Support now operates across multiple international locations with structured governance, dedicated QA oversight, and technical specialization.

• Strong performance at enterprise volume

Across email, chat, phone, and social channels, service levels and customer satisfaction remain consistently strong, even as interaction volumes continue to grow.

• Specialist technical escalation model

Tier 3 Support Engineering enhances investigation depth and surfaces systemic insights that inform product improvements.

• Social reputation protection & brand advocacy

With high public visibility across platforms such as Reddit. Instagram, Trustpilot, and Facebook, the dedicated social tier team proactively manages public interactions, de-escalates complex situations, and reinforces brand education in open forums.

• Reduced operational pressure on internal teams

Leadership and product teams are freed to focus on innovation, healthcare partnerships, and continued expansion.

• Future-ready growth infrastructure

With continued expansion into new regions and specialist roles, the support ecosystem evolves alongside ŌURA’s growth trajectory and ambition to become the first line of health advisory for its customers.

Summary: Supporting one of the world’s fastest growing health tech brands with a high-quality, multi-tier global CX operation

Scaling a global support operation for a rapidly expanding wearable health brand in under two years requires more than adding capacity. It demands expert recruitment, technical expertise, structured governance, emotional intelligence, and the operational discipline and structure to deliver a premium, human-first experience at scale.

Together, ŌURA and Otonomee have built a multilayered global support ecosystem capable of sustaining hyper-growth while protecting the premium, human-first member experience at the heart of the brand.