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MomentumLabs Q&A With SupportNinja CEO Craig Crisler

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MomentumLabs is SupportNinja’s embedded AI-powered CX transformation practice, built to help companies move beyond running day-to-day CX to continuously improving it. It brings together technology-enabled solutions, hands-on execution, strategic advising, and a human-in-the-loop (HITL) approach to address the underlying problems holding CX back.

We sat down with SupportNinja CEO Craig Crisler to discuss why SupportNinja created MomentumLabs, how the transformation work we’ve been doing with clients shaped the practice, and what excites him most about what it brings to SupportNinja clients.

What Is MomentumLabs?

MomentumLabs is SupportNinja’s transformation practice. It’s a group that works directly with our clients to provide strategic guidance around people, processes, systems, data, and technology to help optimize their strategy as they move forward.

It’s really the culmination of transformation work we’ve been doing with our clients over the last 10 years. We’ve codified that work and brought it together through MomentumLabs to help drive momentum for our clients as they move forward in their journey.

Why Did SupportNinja Create MomentumLabs?

We’ve been doing a lot of this transformation work with our clients for the last 10 years as a strategic partner. What we realized, especially after our latest outsourcing report, is that companies are looking for a partner to help them navigate this wild west of AI and technology integration.

So we codified the work we were already doing and brought it together within SupportNinja to help guide the transformation happening within our clients’ operations.

MomentumLabs is really the culmination of the hard work and expertise we’ve built over the last 10 years, bringing together technology, people, and a willingness to challenge the status quo.

What Stands Out to You Most About MomentumLabs?

The biggest thing that stands out to me is that this is something we’re giving to our clients. We’re not saying, “Hey, we’re going to charge you a line item on your invoice for MomentumLabs.”

We’re putting a group together that’s focused on your strategy, your people, processes, systems, and data, and helping you understand how all of that can come together to provide real guidance as you navigate what’s happening in this space.

The name MomentumLabs excites me because it gets at the idea that we can be the momentum of transformation for our clients. We believe in true partnership. We’re working side by side with our clients, doing the best work we can together.

MomentumLabs amplifies what we’ve already been doing and gives us a way to bring that transformation work directly to our clients.

Build Momentum From Inside Your CX

MomentumLabs works from inside your day-to-day CX to uncover what’s holding it back, develop solutions that address the underlying problems, and implement those solutions without disrupting your existing operations.

Explore MomentumLabs to see how SupportNinja helps companies build, scale, and continuously improve CX.

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SupportNinja Launches MomentumLabs to Transform CX From the Inside

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New embedded AI-powered CX transformation practice combines technology-enabled solutions, hands-on execution, and strategic advising to help companies move from reactive CX to proactive improvement

AUSTIN, Texas — September 15, 2026 — SupportNinja, a leading strategic outsourcing partner, today announced the launch of MomentumLabs, its embedded AI-powered CX transformation practice designed to help companies move beyond running day-to-day CX to continuously improving it. Working from inside the customer experience, seasoned CX practitioners combine NinjaAI, our human-in-the-loop (HITL) approach, hands-on execution, and strategic advising to uncover what’s holding CX back, develop solutions that address the underlying problems, and implement those solutions without disrupting day-to-day operations.

As companies grow and adopt new technologies, CX operations often become more complex. Broken workflows, unclear ownership, and disconnected systems create friction that adding more headcount alone can’t solve. The result is rising costs without meaningful improvement in the customer experience. Real progress starts by understanding what’s holding your CX back and where your systems need to evolve.

AI deployments often fail because they’re pointed at a single tool or ticket queue instead of the workflow around it. A chatbot bolted onto a broken process just moves the friction somewhere else. Because SupportNinja operates daily CX, MomentumLabs sees the entire system: the policies, the exceptions, and the handoffs between people and technology. That system-level view is what makes the technology work. HITL Operations allows it to scale, pairing AI with the judgment to catch what automation alone would miss so companies can automate more, not less, without losing control of the outcome.

MomentumLabs begins with the Signal Report, a custom, benchmarked, expert-level diagnostic that gives eligible SupportNinja clients a clear picture of where their customer experience stands today. The report identifies areas of friction and opportunity, including where AI, automation, and other technology can improve CX, then provides honest recommendations and a clear roadmap for what comes next. From there, MomentumLabs works to build, scale, and continuously improve CX.

The approach is already producing measurable results. For a global fitness brand, SupportNinja embedded an HITL QA layer to review AI chatbot responses, address failures in the highest-risk use cases, and retrain the model. Deflection jumped from 20% to 60%, bot CSAT climbed from 2.5 to 3.6, and the bot now resolves 92% of what it handles. It's a pattern that repeats across engagements: AI creates the capacity, and HITL is what lets a company trust it enough to keep scaling it.

For a benefits administrator facing high volumes of claims-status calls, SupportNinja identified the underlying friction and built proactive alerts across four stages of the claims journey, reducing status-check calls by 25%. For a fast-growing Medicare benefits platform, SupportNinja redesigned an inefficient ordering workflow rather than adding headcount, helping double quarterly order volume from 9,000 to 18,000 while reducing turnaround time from four to five days to six to 12 hours.

“For decades, the outsourcing industry has answered growth with more headcount,” said SupportNinja CEO Craig Crisler. “That model doesn’t solve the problems underneath the volume; MomentumLabs changes the equation. Because we’re already inside the operation, we can see what’s creating friction, redesign the work itself, and continuously improve CX as the business evolves.”

MomentumLabs is designed as an ongoing transformation practice rather than a one-time initiative. Working within existing CX operations allows SupportNinja to continuously identify gaps, apply technology where it creates meaningful impact, implement improvements, and refine the customer experience as business needs evolve.

“Once you understand what’s creating the problem, you can start looking at how the work should actually change,” said SupportNinja COO + CFO Jacob Moelter. “That might mean automating a repetitive process, redesigning a workflow, applying AI to the right use case, or changing how people and technology work together. MomentumLabs gives us a way to keep finding those opportunities, implement the right solutions, and see how they perform in the real operation. AI on its own doesn’t scale safely; it’s the human in the loop that catches what the model misses and lets us push automation further with confidence.”

The Signal Report is provided at no cost to eligible SupportNinja clients, with MomentumLabs continuing through hands-on transformation work based on each company’s needs and priorities. To learn more about MomentumLabs and SupportNinja’s approach to embedded AI-powered CX transformation, visit supportninja.com.

About SupportNinja

SupportNinja is a leading strategic outsourcing partner delivering CX transformation solutions for the world’s fastest-growing companies. MomentumLabs by SupportNinja is its embedded AI-powered CX transformation practice, combining NinjaAI, our human-in-the-loop (HITL) approach, hands-on execution, and strategic advising to identify what’s holding CX back, redesign systems, and build momentum through continuous improvement. Subject matter experts work directly within client operations, so transformation happens without slowing down day-to-day CX.

Learn more at supportninja.com. Follow us on Facebook, LinkedIn, X, and YouTube.

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