Ringostat converts 76% of leads generated through Intercom and keeps FRT to one minute
With Alex Kiselyov, Marketing Director, Alyona Voloshyna, Marketing Specialist, and Eugene Zastup, Head of Customer Care, at Ringostat
trial-to-paid conversion rate
- 1 min
Part of the Netpeak Group, Ukrainian call tracking, telephony, and end-to-end analytics platform Ringostat uses Intercom to power communications across the entire customer journey, from acquisition to ongoing engagement and support. This enables the team to drive business growth and create strong customer experiences at every touchpoint.
For Ringostat, being able to respond to customer queries in real-time is of the utmost importance to the team. Their previous communications stack was made up of disparate systems and channels, which proved to be inefficient, as well as inconvenient for their customers. To tackle this challenge, the team went in search of a platform that would enable them to unify their communication channels and create stellar customer experiences – which is what brought them to Intercom. Having started out using Intercom for support, they've since expanded its use to marketing and sales messaging. With a single platform underpinning their communications, they’re empowered to create consistent, engaging experiences and scale their business.
Out with the old, in with the new
Ringostat’s previous customer support solution wasn’t enabling them to meet their customers’ needs, as Eugene Zastup, Head of Customer Care at Ringostat, explains. “We initially used a combination of phone, Skype, and social media messengers to provide customer support, but we often need to exchange screenshots and links to help resolve our customers’ queries,” he says. “Because of that, we found that it was inefficient for both our team and our customers, and led to several problems that we needed to solve.”
The core problems that Ringostat identified were:
Inability to scale: With the support team constantly monitoring all communication channels, scaling was a huge challenge.
Poor customer experience: Not having a unified view of customers’ questions meant that some were left unanswered or customers were left waiting for long periods of time. It also became increasingly difficult to effectively manage responses to customers to notify them when their issue had been resolved.
Inefficient workflows: Without a single view of the customer, the team needed to collect information from various tools to help resolve their issue. It also meant that if reps needed to pull in other teammates from across the company to collaborate, they had to brief them on the customer’s query each time, all of which was time-consuming.
Tackling the problems to be solved – and driving results
Since implementing Intercom, Ringostat has been able to make their communications more efficient, save time, and unify their support channels to get a holistic view of their customer messaging. With enhanced cross-functional collaboration and reporting to monitor customer satisfaction and team performance, Ringostat has also been empowered to produce great customer outcomes – from faster response times to a better overall customer experience. The team has been able to:
Decrease their first-response time (FRT) to just one minute.
Effectively provide product education and self-serve resources to customers through the Intercom Messenger.
Leverage Intercom’s auto-assignment feature to remove manual tasks from the team’s workflows and streamline their support.
Collaborate seamlessly with teammates from across the company to resolve customer queries.
Gather valuable context about customers when they’re writing to the team so they know who they are and what their communication history with Ringostat has been up to that point. This not only results in efficiency gains for the team, but a far better experience for the customer.
Leverage Intercom’s reporting to track team performance and KPIs, as well as flag potential detractors so a Support team lead can reach out to the customer and learn more about their experience.
“Initially, we only used Intercom for our technical support, then we added the Sales team, and then Marketing. We’re always happy to try Intercom’s new features as we know they’re going to make our lives a lot easier.”
Marketing Director at Ringostat
Growing with Intercom
Ringostat began their journey with Intercom as a startup and have grown with the platform over the past 8 years, continually adopting more features and functionality to support their business growth. During that time, they expanded their use of the platform to also power their marketing and sales efforts. “Initially, we only used Intercom for our technical support, then we added the Sales team, and then Marketing. We’re always happy to try Intercom’s new features as we know they’re going to make our lives a lot easier.” says Alex Kiselyov, Marketing Director at Ringostat.
The team now leverages Intercom to send tailored communications to customers at every stage of their journey, understanding their needs based on their on-site behavior and activity so they can contact them in the right place, at the right time, and with the right message. “We try to predict our customers’ behavior on every page of our website. We want them to know that we’re paying attention to their needs so we can tailor their experience,” says Alex.
The team personalizes their messaging to meet visitors where they are on Ringostat’s website, so they can tailor their experience and offer in-context help where it’s needed. This has enabled them to leverage the Intercom Messenger as the source of their highest quality leads, converting from trials to paid subscriptions at an impressive rate of 76%. Ringostat also uses targeted messaging to share promotions with specific segments of customers, which enables them to customize their messaging to be in the customer’s chosen language and currency.
With such a varied product offering, adopting a one-size-fits-all approach to onboarding isn’t an option for the Ringostat team. They use Intercom to send a sequence of messages to customers when they sign up that inquire about what problems they want to solve and what they want to get out of the platform. This helps Ringostat to tailor each customer’s experience accordingly and share relevant resources to ensure they’re maximizing their use of the platform to reach their goals.
Every month, the team shares product announcements with customers to let them know what improvements have been made to the platform and how they can be set up for success using new features. Ringostat can leverage omnichannel messaging in Intercom to set up in-app messages, with the option of sending a follow-up email if the customer hasn’t seen the message in the first few days of it being live.
Intercom’s Banners feature enables Ringostat to inform customers about certain promotions or updates in an unobtrusive way. Previously, the team’s website banners had to be set up manually, which was time-consuming. With Intercom, they’re able to set them up quickly and easily, which is a big benefit to the team.
“It’s great that we’re able to customize our messaging to suit the playful voice and tone of our brand and reach customers where they are.”
Marketing Specialist at Ringostat
Speaking to the benefits of being able to communicate with customers in so many different ways, Alyona Voloshyna, Marketing Specialist at Ringostat, says, “It’s great that we’re able to customize our messaging to suit the playful voice and tone of our brand and reach people where they are. We regularly share fun messages and GIFs and see high conversion rates in response to those messages,” she says. “For example, if a visitor has been on our site for a while, we trigger a pop-up message with a GIF of a cat to capture their attention, and we see a lot of people engaging with that.” Alex adds, “It’s also hugely helpful that we can route leads who engage with our messages directly to the Sales team and reduce the amount of inbound conversations being added to our support queue.”
An integrated tech stack
Ringostat connects a variety of tools to Intercom via API to streamline their workflows across the company:
Ringostat: The team has their own platform connected with Intercom to enrich Intercom’s customer data with call data. This allows them to have all customer communication history in one place.
Octopods: By plugging their social media support channels into Intercom using Octopods, the team can manage omnichannel support through a single Inbox, helping them to keep track of their inbound volume with ease.
Pipedrive: Ringostat’s Sales team uses Pipedrive as their CRM. With the Intercom and Pipedrive integration, sales reps can seamlessly create deals in Pipedrive to track leads that they've captured through Intercom.
“Intercom’s a very powerful solution for us as it’s constantly evolving, which enables us to pivot to meet our customers’ needs as we grow. The attention to detail in the platform is one of our favorite things about it – it’s easy and enjoyable to use.”
Head of Customer Care at Ringostat
Building for the future
Ringostat is excited to continue to scale with Intercom and leverage its customer support, engagement, and sales capabilities to drive bottom-line results – and create great customer experiences – long into the future. “Intercom’s a very powerful solution for us as it’s constantly evolving, which enables us to pivot to meet our customers’ needs as we grow,” says Eugene. “The attention to detail in the platform is one of our favorite things about it – it’s easy and enjoyable to use.”
Adding to this, Alex notes, “We’re extremely happy that we were able to find a platform that not only solves all of our problems, but also opens up new opportunities for us that we couldn’t even have imagined.”