Founded in 2002 and publicly listed in Poland, LiveChat was created to help businesses connect with their customers. The company’s live chat software replaces phone calls and emails, which tend to be resource-heavy and slow. With over 20,000 customers across more than 150 countries, LiveChat is a global leader in the SaaS space.
Before using Autopilot, LiveChat used a manual batch-and-blast approach to marketing by delivering on-brand yet generic emails to their entire contact base. Open rates and click rates were low. Conversions were subpar. And the setup was neither scalable nor sustainable to serve its hundreds of thousands of users.
LiveChat’s customer success and marketing teams recognized that shifting to personalized, automated journeys was a big opportunity to increase engagement and email performance. Jacob Firuta, Customer Success Manager, began a search for an automation tool that would empower marketing, sales, and success to create personalized customer journeys while also integrating into the company’s existing tool stack. Enter Autopilot.
The company connected its best-of-breed of tools—Salesforce, Recurly, Slack, Zapier, and LiveChat—with Autopilot at the center. These integrations made customer data more accessible, and empowered the company to create personalized journeys with robust segmentation.
LiveChat’s first key Autopilot journey drove 75% open rates and 82% click rates by personalizing the company’s Customer Service Report along with follow ups based on the user’s industry preference.
Prior to download, LiveChat prompts visitors to choose their industry from a drop-down selection on the form, allowing them to personalize the report and follow up journey content accordingly.
After the form is submitted, the journey kicks off. Downloaders are added to a list, a Slack message notifies the team, and the report is delivered an hour later. The team added the delay to make sure their system generates a custom PDF link and syncs back to the relevant custom field in Autopilot before the email is sent.
Notice the personalization variable “--Email--” added to the URL in the report delivery email? LiveChat uses a private link for each downloader in order to generate and match the right industry-specific report for the user.
Once a contact completes the journey, LiveChat places them into relevant campaigns to nurture them further with helpful resources.
LiveChat’s second key journey converts free trialists into paying customers by showing the product’s value.
After a person signs up for a trial, the team emphasizes tracking code installation. This activation step is crucial to trialists seeing LiveChat in action.
Once the code snippet is in place, customer success reps follow up to help users hit the ground running.
The first follow up happens two hours after installation. Customer success receives a “tracking code installed” notification, visits the new lead’s website, then starts a chat to show how the product functions in the real-world.
Seven days later, the team sends a tailored follow up based on how many chats the user has had. Trialists with a low number receive resources to up their chat use, and those with a high count earn a congratulatory message.
Both slow-starters and power users experience a personalized, behavior-based free trial. For LiveChat, 46% open rates and 7.6% click rates ain’t bad either!
Another key journey captures leads from sales-oriented live chats on the company’s website. On any given day, anonymous visitors ping LiveChat’s team with various inquiries about the software.
When an individual seems interested in buying, the LiveChat team tags the chat as a potential sales conversation.
The new contact’s info is then passed via a webhook to Zapier and ultimately, into Autopilot, where it lands as a new contact in a smart segment.
A day later, an email triggers asking the customer if they have follow up questions or want a demo of the product. The message ties back to the chat from the day before, uses first name personalization, and comes from a key account manager.
The email is short, to the point, and helpful, but it’s not offered to every lead—just the bigger accounts that LiveChat wants to give a little extra love to during the sales process. LiveChat brought in 120 high-value leads in 4 months through this Autopilot journey, and a 21% reply rate that crushed a previous campaign’s measly 1%.
Sending an NPS survey is one of the ways LiveChat gathers user feedback. But it’s also a micro-moment the company capitalizes on to gather more online customer reviews.
When a contact’s Net Promoter Score changes to greater than 8, LiveChat automatically asks for a written GetApp review within 30 minutes.
The company then sends a text-based email from Daniel, one of LiveChat’s marketing specialists. Daniel’s message comes off as a natural next step since the user just gave the company a high NPS score.
You can hardly tell that it’s an automated email (the only giveaway is the unsubscribe blurb on the bottom). It’s a simple journey, and a quick, valuable win.
The switch from batch and blast to customer journey marketing has paid off.
Overall click rates are up by 360%, the content drip nurture brought in 400+ leads, the review request journey has garnered 175+ reviews and counting, and the sales follow up journey generated 120 high-value leads in less than 4 months.
In the future, the team plans to create additional content follow up campaigns, and a lifecycle nurture journey that prepares leads to engage with sales. Collaboration will still happen across marketing, sales, and success to craft the best user experience possible, so the team can continue to stack automated win after win after win.