How chat automation saves SaaS platform ActiveCampaign $55K each month

ActiveCampaign needed a solution that would instantly route customer queries to the right department. What they hadn’t bargained for was the substantial cost savings that support automation would bring.
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24/7 chat support
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75% drop in transfer rates
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$55K saved monthly
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Proactive customer service

ActiveCampaign at a glance

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The customer

Leading SaaS platform, trusted by 150,000+ businesses around the world to deliver better marketing automations

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The market

With a global customer base, ActiveCampaign offers support in English, French, German, Spanish, Italian & Portuguese

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The support team

Over 100 agents, divided into to level 1 and level 2 teams, support ActiveCampaign’s global customer base

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The channels

ActiveCampaign manages sales as well as support through webform, email, web chat, and in-app chat

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The situation

High transfer rates between different departments was slowing AHT and creating manual work for agents

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The solution

They launched chat automation after a one-click integration with their CRM system: Zendesk

The Ultimate automation journey

ActiveCampaign were looking for a tool that would help them effectively route customer requests between departments. Automated self-service chat support was a secondary concern — and an unexpected bonus when they started their automation journey with Ultimate.

Match Bardford, ActiveCampaign’s Director of Global Enablement, is taking a crawl-walk-run approach to automation. The team started with just a couple of intents and only began to build out new dialogue flows once they had got these exactly right. Every two weeks, they look for more improvements to make.

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“As we go into our busy season, we’re really feeling prepared because of all the work we’ve done to streamline the process.”

Match Bradford
Director of Global Enablement, ActiveCampaign

Success in numbers

Saved monthly $55K
Drop in transfers 75%
Chat support 24/7
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Automation use case spotlight: instant routing

  • ActiveCampaign wanted to use automation to tackle high transfer rates between sales, support, and other departments

  • Match and his team started by automating just two intents: book a demo (sales) and password reset (support) — and saw an instant 75% drop in manual routing 

  • This gives agents more time to work on complex cases and frees up their sales team to focus on bringing in deals, transforming their CS from a cost center to a value center
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Automation use case spotlight: proactive CS

  • For their customers’ security, ActiveCampaign started to roll out email verification when users logged in from an unknown IP address

  • Knowing this would be disruptive, Match’s team added proactive messaging to their existing “account login issues” intent — to ask customers if they received a verification code and guide them through the new security process

  • The 10 minutes it took to make this adjustment to an existing dialogue flow allowed their support team to deflect 24% of chat volumes for this issue
“For that one intent, it was like saving an additional headcount. The volume of tickets for that one intent was basically one agent.”

Match Bradford
Director of Global Enablement, ActiveCampaign

Why ActiveCampaign loves our solution

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Cost-effective

ActiveCampaign’s bot is resolving roughly 3,100 chats each month — that adds up to $55,800 in monthly cost savings

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Multilingual

Building on the success of their English-language bot, Match and his team are rolling out automated chat support in Portuguese, then French, Italian, German & Spanish

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Scalable

Through a combination of deflection and process automation, ActiveCampaign feel ready to take on busy season

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Flexible

ActiveCampaign started small by automating just two intents and gradually rolled out new dialogue flows and improvements

Want to see near-instant efficiencies with automation?

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