IntercomFranka MartinovicProblem & solution
After Fin improved resolution rates and efficiency at Intercom, support gained capacity and began testing a consultative role focused on customer value and company goals. The team generated campaign ideas through a support town hall, then assigned a small volunteer group to proactively help self-serve customers with Fin trials, optimization, and adoption. Volunteers were trained to probe customer context rather than only resolve immediate issues, while sales and success teams provided guidance on timing and outreach. Over six months, engaged accounts grew roughly twice as fast in usage and expansion as accounts contacted without a response; the team also tracked resolutions, automation, and influenced expansion ARR. The initiative expanded into cross-functional partnerships and a ~16-person volunteer group, positioning support as a contributor to adoption, retention, and expansion revenue.
Fin improved resolution rates and efficiency, creating capacity within support while the organization continued managing day-to-day work. Intercom saw an opportunity to use support’s close connection to customer needs and company goals in a more consultative role, particularly for self-serve customers without dedicated sales or success touchpoints.
Intercom invited ideas through a support town hall, tested selected campaigns with a small volunteer group, and trained participants to investigate customer context and proactively guide Fin adoption. The team compared engaged accounts with contacted accounts that did not respond, tracked usage and expansion outcomes, and built partnerships with engineering, marketing, product, sales, and success teams.
A small volunteer group tested proactive support without creating a new team or committing to a broad organizational overhaul.
Over six months, accounts that engaged with the team grew roughly twice as fast in usage and expansion as accounts reached out to but not heard back from.
The consultative support group grew to approximately 16 teammates across regions and later took over a sales assist team focused on self-serve trial conversions.
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