7 Benefits of Running Surveys with Intercom

Intercom is an amazing tool. I can’t even imagine a SaaS company not using Intercom. It helps you communicate with customers in every possible way, tracks their activity, educate them, etc. It’s invaluable. No wonder they hit a +$1 billion valuation and over 30,000 companies all over the world are paying them, including Survicate.

intercom tips

One of the crucial features of Intercom is the personalization of communication. It means that you can trigger in-app messages or emails based on users’ activity or characteristics.

For example, you can send a tailored email when someone doesn’t log in for 5 days, their trial is about to expire and the account is inactive, or show an in-app message when they visit a certain part of your application.

There is one limitation – you set personalization based on tags, events, or attributes. Most of them are related to users’ activity, like visited pages, clicked buttons, etc.

It’s beneficial and useful but there is a whole unexplored field of setting automation based on users’ feedback, that is, what they say and why they do what they do.

Imagine you can use Intercom to distribute a Net Promoter Score survey and then automatically send a discount code to passives. In fact, you don’t have to imagine, that’s just one of the examples of what you can achieve by integrating a customer feedback platform like Survicate with Intercom.

Answers to surveys are sent to user profiles in Intercom as tags, events, attributes, or conversations, so you’re able to precisely segment your customers based on their feedback.

Use those segments to create personalized communication workflows without increasing the amount of manual work of your support team.

In this article, you will get 7 examples of how integrating Intercom with a survey platform can benefit you and what are my recommendations regarding settings so that you make the most of this connection. Let’s get started


#1. Research and improve customer satisfaction

Net Promoter Score is a popular benchmark of customer satisfaction that shows how likely your customers are to recommend you to their friends.

As it turns out, it translates directly into how loyal they are. You can even find articles that NPS is the only number you should be focused on. I wouldn’t go that far but it’s definitely an important metric you can’t afford to ignore.

When you run an NPS survey via Intercom and send answers to user profiles, you can segment customers based on answers.

You’ll and see how promoters behave compared to passives and detractors – what subscriptions or products they buy, how often they upgrade or buy again, how they use the product (if you’re in SaaS) etc.

It will clearly show you how much you can gain from turning a passive or detractor into a promoter. And we’re talking about serious money.

Intercom NPS survey

Hint: Distribute the survey to people who are about to finish their trials. You can do so by sending them an NPS survey via email, during a conversation via Intercom Messenger, or by displaying the question on the home screen.

Reach out to those who give low scores before they remove their subscriptions. Send a discount code to passives to make them more likely to become customers. For promoters – give them some time and reach out whether they can review you on a third-party website like G2Crowd or take part in a case study.

Apart from that, run an NPS survey on a regular basis (e.g. every 3 months) to make sure everything is all right with your customers. React when you see that results are starting to decrease.

If you set up a follow-up question about the reasons behind specific scores,  the answers can be pushed to Intercom as conversations. This way you’re able to engage with customers right after they give you feedback.

#2. Increase activation

Activating new users is a huge challenge for most SaaS companies. Exact numbers depend on whether you offer freemium or premium software, how you approach trials etc, but still, the struggle is real.

You’re likely to see the majority of new users never returning to your application. Reach out to them to find why it happens. You have their email addresses so launch an automated Intercom email and ask about reasons for no activity.

Answers will reveal everything from problems with the UX, technical issues, to choosing a competitor instead of you, etc. It’s a goldmine for your product and marketing teams.

Automated Intercom email with question about reasons for no activity

Hint: Distribute the survey to people who create accounts and don’t log in again in a week or so. We found this targeting to be the most effective, but it might differ depending on your product, the length of the trial period, etc. Don’t forget to add an answer like ‘I chose another solution’ and tie a follow-up question ‘Which solution did you choose and why?’.

#3. Segment and nurture leads better

As in the case of activating users, Intercom surveys are an unbeatable way to re-activate dormant leads and take them further down the funnel.

It’s a perfect marketing tool combination – on the one hand, surveys will let you learn first-hand about your leads’ goals and enrich your Intercom data. On the other, data from Intercom will let you choose the right questions, touchpoints, and context to reach specific leads.

Think – asking visitors on your pricing pages about the competition they’re also considering, or your blog readers about what they want to read about the most.

Surveys for Intercom – Intercom survey integration example

Hint: Activate your anonymous leads (i.e. site visitors who hadn’t provided you with their emails) through running in-app surveys on your website.

#4. Research product usage

In Intercom, you clearly see what people do in the application (when you set events well ). You can check how people actually use your application – how often they log in, which features they use, how often they do that, etc.

For example, you see that 10% of users use a feature you recently added. But how do they assess it? Not difficult to find out.

As in the previous point, Intercom Messenger surveys allow you to collect feedback from people who visit certain pages on your website or application.

Sending responses to Intercom allows you to reach out to those customers when you implement requested changes or want to talk to them about their ideas.

Here’s an example of how you can use such survey insights, even months later:

Intercom survey integration

Hint: If you want to ask your clients about their impressions with a feature/product they’re currently using or testing, use Intercom Messenger surveys. In theory, you can use email surveys as well, but when people open your email they might not remember their experience so well and their feedback will be less valuable.

#5. Personalize onboarding

SaaS companies often observe a problem – they offer versatile products that can be used in dozens of ways and it causes users to get lost. Look at Survicate – some people sign up because they want to collect feedback on a website after a redesign, some want to run NPS surveys, some are looking purely for surveys they can distribute with Intercom, etc.

But once they sign up, they sometimes have problems getting started. After all, you offer just one product and personalizing it for each user would be really difficult.

That’s why you should do your best to personalize onboarding and communication to explain to this single user what they should do to achieve their goals. To do it, you need some data from users.

You could add fields on your registration form but it might hurt your conversion rates. So instead, run a survey soon after the user registers and ask a couple of questions vital for personalization of the onboarding process.

That’s exactly what we did – launched a survey after users registered. We asked about their goals, industry, and other SaaS tools they use. Result?

Almost a 50% response rate. It means that we can send personalized content to half of the users without the risk of detracting them from creating an account with a long registration form. It’s certainly one of the most powerful use-cases of Intercom Messenger surveys.

Intercom survey integration – onboarding

Hint: Use Intercom Messenger surveys to target people who’ve just signed up. If you’re showing visitors some tutorials or Intercom messages right after they register, show a survey once a user browses a few pages.

Ask questions that will help you present useful materials: technology, industry, expectations, jobs-to-be-done, etc.

#6. Customer service research and improvement

One of the basic use-cases of Intercom is chatting with customers or people visiting your website. It’s good to know how customers assess the quality of your customer support.

So why won’t you encourage support agents to embed surveys in chat messages after finished conversations? You’ll get a clear overview of how people assess your customer service and will be able to improve it.

Example of embed Survicate's survey in chat messages after finished conversations to get a clear overview of how people assess your customer service and to improve it.

Hint: You can do the same for email – just send an email with a survey after resolved cases.

Last, but not least, all of the points above contribute to a killer benefit for marketing, customer success, and product teams alike…

#7. Increase survey response rates

If any of your teams are struggling with low response rates that make it hard to derive genuine customer insights, Intercom will come as a savior.

You can send surveys via email or automate website surveys that strictly relate to your customers’ and leads’ behavior and profile.

With a tool like Survicate, your entire website survey runs inside your Intercom Messenger bubble, and users aren’t redirected to a landing page as in many similar solutions.

Shortly, its the most convenient, versatile way to boost your response numbers and drive customer-driven decisions across your entire organization.


Final thoughts

As you see, integrating a customer feedback tool with Intercom makes it even more powerful. Answers stored on user profiles enable you to enroll customers into precisely targeted communication flows and to address their specific needs or concerns while talking to them.

To achieve it, you just need a customer survey tool integrated with Intercom, like Survicate.

Thanks for your time, happy surveying

Lucjan Kierczak

Head of Marketing at Survicate.

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