Voice of the Customer: How CPG Brands Deliver Exceptional Service with Instacart Business

In the Voice of the Customer series, we sit down with real Instacart Business users to understand what they do and how the Instacart Business platform supports their business ordering needs. 

At Instacart Business, we deliver the supplies your business needs exactly when you need them. We work hand in hand with dedicated professionals who know that extraordinary customer experiences don’t happen by accident — they require the right tools and an unwavering commitment to excellence. 

Today, we're spotlighting Molly Goodearle, Community Manager Team Lead at Vital Farms. Read on to discover how Vital Farms used Instacart Business to transform routine customer service into moments of genuine delight, proving that exceptional service can turn everyday interactions into lasting brand loyalty. 

Transforming Customer Engagement: Instacart Business for Excellent Customer Experiences 

Leading a consumer engagement team means constantly finding new ways to wow consumers who choose premium products. For Molly, this challenge became an opportunity to reimagine what exceptional customer service looks like. 

Vital Farms produces pasture-raised eggs and butter that consumers recognize for their uncompromising commitment to quality and animal welfare. Molly’s team understands that consumers making this conscious choice deserve service experiences that honor their investment. In the rare instance a product doesn’t meet expectations, her team responds immediately. More frequently, though, they seize opportunities to surprise and delight the community — turning everyday social media interactions into moments where customers feel genuinely seen and valued. Her team needed a solution that could deliver immediate results for both scenarios. 

The answer came through Instacart Business, which enabled Vital Farms to offer something game-changing: instant resolutions through same-day delivery. Not only does the Vital Farms team use Instacart Business to replace products in the rare event they don’t meet expectations, but they also use it for surprise-and-delight moments with their community to fuel their brand ambassador program, ensuring their most dedicated fans’ fridges are always stocked with Vital Farms eggs and butter. This multi-faceted approach transformed routine customer service interactions into memorable brand moments. 

Operational Excellence: Streamlining Business Workflows Beyond customer service, Instacart Business transformed Vital Farms' internal operations. Previously, Molly’s team spent too much time sorting through receipts. Having a dedicated platform eliminated these time-consuming processes. 

After implementing Instacart Business, Molly’s team unlocked: 

● Streamlined financial workflows through monthly invoicing that eliminated hours of administrative work 

● Program visibility through custom field tracking that separates customer support orders from their brand ambassador program deliveries for precise budget allocation 

● Scalable team management with individual logins for eight team members while maintaining unified dashboard oversight

● Cross-functional features that allow other departments to leverage Instacart Business for timely delivery needs, like media appearances 

● Operational efficiency gains that freed up administrative time to focus on sending more orders and growth opportunities 

Transform the Customer Experience with Instacart Business Whether you're elevating premium customer experiences or managing loyalty programs, Instacart Business provides the foundation for service that builds lasting relationships. 

Our customers experience: 

● Delivery in as fast as one hour from 1,800+ retail brands nationwide

● Team member accounts with centralized dashboard visibility

● Monthly invoicing and bulk receipt exporting 

● Custom fields for receipt tracking across departments 

● Scalable platform supporting growing business needs

Get started by creating your free Instacart Business account today!