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community-driven customer service

Infusionsoft retools for growth
For Infusionsoft, providing small businesses with innovative strategies for
growth isn’t just about developing great marketing automation software –
it’s about an unrelenting commitment to provide truly exceptional
customer service. As their recent top 10 ranking in revenue growth
on Software Magazine’s Software 500 list illustrates, their commitment
to creating great customer success stories is beginning to pay off.

For Infusionsoft, headquartered outside of Phoenix, Arizona, improving their
customers’ sales conversion rates and helping them drive repeat business has
always been a key focus. Their products have come to represent ease of use and
affordability, particularly for companies with between 1 and 25 employees.
But, even more importantly, maintaining the Infusionsoft brand and enabling
Benefits from Helpstream entrepreneurs to create personalized marketing and sales communications has
become integral to the success of many of their customers’ growth strategies.
◆ 50% reduction in case volume
It’s no wonder that 20% of Infusionsoft customers doubled their sales in the
◆ 54% self service incident resolution last year alone.
◆ 30% self service resolution via
community-based service
Key Challenge
◆ Accelerated incident resolution
and significantly improved Manage Growth While Providing Exceptional Customer Service
customer satisfaction In 2008, Infusionsoft’s rapid growth posed significant challenges. They had
◆ Better insight into customer always provided customers unlimited, friendly telephone support. The problem
utilization of Infusionsoft products now became a pressing need to be more efficient in delivering services to a
and improved cross sell / up sell larger and more diverse customer base.
◆ Improved knowledge base For example, agents had access to a popular knowledge management tool, but
currency and completeness agent-assisted support processes could not scale fast enough to accommodate
◆ Faster dissemination of expert increased demands. A standalone customer forum also provided tantalizing
knowledge and time to CSR promise. It enabled customers to interact and get answers to questions, but as
proficiency the number of users increased discussion threads became long and branched
◆ Decreased systems management to multiple topics. Users needed to read through multiple pages to get to the
costs related to decommissioned best answer to their question, and they began to rely on calling agents to get
systems quick answers.
The customer case tracking system itself was homegrown and not integrated
with either the forum or the knowledge base. The result – proliferation of
manual activities across multiple support processes required to log cases,
research and communicate solutions, and maintain the knowledge base.
Before long, it became obvious that to support their business growth, customer
support would need to be completely reengineered. So would supporting
processes across multiple departments including sales, marketing, finance,
product management, and product development.

The Solution “Helpstream allows us to keep our support organization lean,

Community-Driven Customer Service while at the same time enabling us to provide outstanding service
and support to our customers.The features and ease of use
The customer service team needed a way to increase agent empowers our customers to discover answers to questions on
productivity. They wanted to give customers easy access to their own through the rich content provided, which frees my
knowledge base articles, get customers helping other cus- team up for critical support issues. Using Helpstream has cut our
tomers and contribute their own solutions to the knowledge tickets in half and increased customer satisfaction tremendously.”
base, and free up agents from routine requests enabling them
Joanne Ravielli
to focus on tough problems and relationship building. They
Vice President Customer Service and Support of Infusionsoft
also felt that building a vibrant Web-based community
offered significant promise to provide greater insight into the

customer experience and how they were using Infusionsoft’s They enabled customers to search for information, ask and
products. This would enable service agents to fine tune their answer questions, comment or vote on content submitted by
efforts and provide exceptional customer service. other users, and launch a case to customer support if they
After evaluating multiple approaches and technologies includ- needed additional help. Portal users could now establish and

ing wikis, forums, and traditional customer relationship publish their personal profile to highlight their background
management systems, Infusionsoft selected Helpstream’s and subject areas of expertise.
community-driven customer service solution. Helpstream’s Behind the scenes, Infusionsoft deployed extensive process
integrated community, knowledge base, case management workflows, using an assortment of queues, custom fields,
and self-service portal provided an exact match to their needs. business rules, escalations and tailored email templates,
Best of all, Helpstream’s Software-as-a-Service design provided structuring prioritized support processes to fit their needs.
Infusionsoft compelling low total cost of ownership benefits. Simple requests like password reset now get automatically
resolved and more complex problems are routed to agents
with appropriate training and expertise.
Easy to Use and Deploy
Because continuous service innovation is critical, Infusionsoft
After an approximately 8 week deployment, Infusionsoft actively monitors search traffic on the portal – identifying
configured Helpstream for guest and registered user access what information customers find most and least useful, and
behind the Support tab of their website. Infusionsoft cus- what is missing. Valuable customer comments are easily incor-
tomers who clicked the help tab in their software application porated into solution articles and the knowledge base is con-
received immediate access to Helpstream’s self-service portal, tinuously enhanced by converting appropriate Q&A threads
branded with the Infusionsoft logo and color palette. and case histories into reusable, searchable solution articles.
Infusionsoft configured Helpstream’s advanced permission
controls to provide customers access to authorized content. Benefits
Rapid Return on Investment
Customer response to Infusionsoft’s new self service portal
has been overwhelmingly positive. Because customers can
get quick answers to questions via Helpstream’s integrated
community and knowledge base, self service is becoming a
customer preferred channel. Agent workload is decreasing
and overall job satisfaction across the customer service team
is on target with management objectives.
Helpstream’s tight integration of knowledge base, customer
support, and community processes is also delivering com-
pelling strategic benefits. As their business continues to grow,
it is providing them critical insights into customer behavior
and perceptions of their products. This helps identify oppor-
tunities for cross- and up-selling and focuses the entire organi-
zation on becoming even more responsive to customer needs.
Perhaps best of all, Infusionsoft has been able to raise the bar
in customer service and continue to deliver a differentiating
level of service at a total cost of ownership far below what
The Infusionsoft portal lets customers search across their knowledge competing solutions would have been able to provide.
base, ask questions, and submit cases for agent assisted resolution. As a result, when customers retain their relationship with
The Infusionsoft knowledge base provides classified content to both agents Infusionsoft and add more products, the profitability of
and customers, and it allows contributions from all community members. their customer service team is increasing over time.
Helpstream, Inc | 2001 Landings Drive | Mountain View, CA 94043 | Phone: 650.605.6800 | |
©2009 Helpstream, Inc. Helpstream is a U.S. Registered Service Mark of Helpstream, Inc.