Angelica Galindez

How we resolve our customer’s problems with Intercom – Part 2

Hi everyone and welcome back to this Christmas story on how billage and Intercom make the perfect team. If you did not read the first part you can always go back to it here:

We are billage, and we use Intercom – Part 1.  

Take into consideration you can read each part separately and understand it without the need of reading the entire series, but we highly advise you do so.

Before we start explaining in depth how we use Intercom. I want to explain how we organize ourselves in billage:

  • One person is in charge of business development and customer happiness
  • Three people that work on product development

Chances are if you call billage one of them will answer the phone and help you. We prefer that the product development team interacts with the real customers, so they experience in first person their need, expectations, and problems.

The objective we follow with this strategy is that when our product development team works on improving our platform they can always remember the feedback from real customers. Plus they will gather data to back decisions regarding changing or improvements made on product features.

I need to clarify that from the first login in billage we start to track the user. We can see and analyze everything each user does, clicks, creates or any other task they perform in billage.

And why is this so helpful?

  • The history of the customer in the blink of an eye
  • There is no need to repeat the same question to the client. Because you can see if you another coworker already ask it
  • Since we know what our customer has done on our platform, we know what matters to him or her, and we can go directly to solving the pain

Thanks to intercom we save a lot of time when looking for a case, customers info or interaction with customers.

We have this information for each one of our users since we have Intercom. This data is useful and valuable because we can learn patterns, where our users have problems….

Intercom offers unique ways to segment your users based on different company attributes. You can see more details information in this post from Intercom

How do we segment our users?

To be 100% sincere to you we have many segmentations based on different attributes. The first one and the most simple one is:

  • Free Trial users
  • Paying users

With the help of Intercom, we can identify on what segment each user belongs. From here the billage team will start working depending on this segmentation.

Free Trial users

At this moment the user usually only talks with our business development expert
The objective with this user is to understand what jobs are more relevant to them- if you do not know what jobs are, see more info here:

By learning what jobs are more interested for our users, we can prepare ourselves for questions and the problems that the users will encounters every time they use billage.

Each interaction we will label according to a job, so it can be:

  • Sending an email
  • Creating an invoice
  • Create a person
  • Create an opportunity
  • ….

We have a list of more than 400 jobs identify. But they are not all-important we need know how many users make the same suggestion, have the same need, so we rate them and make the hypothesis that the most popular ones are the ones we need to attack first.

With this information, we need to define following step. For example:

  • Improve the UX of the functionality X
  • Improve the explanation of the feature Y

If the case is that we do not offer the feature Z, the action is to add this functionality.
That action will be taken only is the same request is asked many times, a good example is the request to integrated with Google Calendar we had more than 100 request from different sources.


At this stage is crucial to know where the problem is and what barriers affect the user.  If we do not act on these problems or obstacles users will not engage with our tool.

The first login is the most important one if the user feels lost or can not complete the job. The users will leave and will never come back, and we do not want that.

In the first login, the user will get an in-app message that offers a demo. The objective from our side in this first log in is you get an appointment for a demo.

Paying users

These users have paid for the usage of our platform.  We need to identify quickly if the user encounters a problem.  

In the case that a user can not finish a job, an alert will be sent to a team member to assist immediately. Of course, each problem or question is label and sorted. From this data, we can learn where the fire points are. Because we sort them, we know which issues are more relevant to users and which to resolve first.

Apart from this segmentation, we also do it according to functionality they use in the first login and what plan the user subscribes.  Each segmentation will give us unique insight from a different user profile.

Of course we want to know all this information from our users with high LTV  and from the lowest LTV and where are their fire points are.

In conclusion, segment, label, sort and act. Thanks to Intercom we do it easily, and our team is well aware of everything that is going on with our users.

And tell us, how do you resolve your customer problems in your company?

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