Reimagining SaaS customer support with AI with Baptiste Jamin @Crisp IM

saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies.

In episode #17, Anna Nadeina talks with Baptiste, co-founder of Crisp, a business messaging platform for startups & SMBs.

Crisp was co-founded by Baptiste and his partner in 2015, with a vision of providing businesses with an easy way to engage with their customers. With over one million users and 600,000 companies utilizing Crisp globally, the platform has become a vital tool for effective customer communication. Baptiste emphasizes the importance of a user-friendly interface that mirrors popular messaging applications like WhatsApp and Messenger, allowing businesses to manage customer relationships seamlessly.

The Role of AI in Customer Support

Baptiste discusses how AI is transforming customer support. Customer support involves a dynamic environment where information constantly evolves. AI can streamline the handling of repetitive inquiries, allowing customer support agents to focus on more complex issues. By implementing AI, Crisp aims to reduce the need for customers to contact support by addressing common questions proactively.

One of the primary frustrations for customer support agents is dealing with repetitive questions. Baptiste believes that AI should be utilized to handle these inquiries efficiently. He states that a perfect product should minimize customer support interactions, as issues should ideally be resolved before they escalate. By providing customers with access to a comprehensive knowledge base, businesses can empower users to find solutions independently.

Innovative AI Features in Crisp

Over the years, Crisp has integrated AI in various ways, continuously refining its approach. Baptiste highlights that their AI features are not just about deploying chatbots. Instead, they focus on enhancing user experience through tools like conversation summaries and inbox assistants. These features help teams manage complex customer interactions more effectively.

One standout feature is the ability to summarize conversations. This tool allows customer support teams to quickly grasp the context of ongoing issues without sifting through extensive message threads. By summarizing key points, teams can respond more efficiently, ensuring that customers feel heard and valued.

Baptiste also introduces the concept of an inbox assistant designed for internal teams rather than customers. This AI tool can be trained with company-specific conversations and data, enabling team members to ask questions and receive tailored responses. This innovation underscores Crisp’s commitment to using AI to enhance team productivity and customer satisfaction.

Customer Feedback and Product Development

Customer feedback is a cornerstone of Crisp’s product development strategy. Baptiste emphasizes the importance of listening to users and adapting the platform based on their needs. He shares that even ideas that may not seem obvious at first can lead to significant improvements. For instance, the implementation of a three-word summarization feature came from Baptiste’s own experience with AI tools, and it has proven invaluable for users.

Crisp prioritizes direct communication with customers, ensuring that all team members engage with users regularly. This approach allows the company to gather genuine feedback and identify areas for improvement. Baptiste believes that having developers interact with customers directly fosters a deeper understanding of user needs and enhances the overall product.

In addition to direct conversations, Crisp conducts annual product surveys to gather extensive feedback. By analyzing this data, the team can pinpoint challenges faced by customers and prioritize feature development accordingly. This holistic approach ensures that Crisp remains aligned with user expectations and market demands.

The Role of AI in Pricing Strategy

As Crisp evolves, so does its pricing strategy. Baptiste explains that AI is now considered an integral part of the Crisp offering, rather than an add-on. The company aims to provide significant value without complicating pricing structures, allowing users to access AI features seamlessly. This commitment to value is a core principle that has guided Crisp since its inception.

Building a Unique Company Culture

Crisp’s success can be attributed not only to its innovative features but also to its unique company culture. Baptiste and his co-founder prioritize creating an inclusive environment where every team member feels valued. This approach fosters collaboration and encourages employees to share ideas freely, contributing to the overall growth of the company.

The team at Crisp comprises individuals with diverse backgrounds and skill sets. Baptiste emphasizes that many employees have taken on roles outside their initial expertise, showcasing the importance of adaptability in today’s fast-paced business environment. By fostering a culture of continuous learning, Crisp empowers its team members to grow alongside the company.

The Importance of Continuous Learning

Continuous learning is a key theme in Baptiste’s philosophy. He encourages team members to embrace new technologies and methodologies, leveraging AI to enhance their skills. By doing so, employees can better serve customers and contribute to the ongoing success of the company.

Reflecting on Wins and Failures

As Crisp approaches its ninth anniversary, Baptiste reflects on the journey thus far. He cites the strength of the team and the relationships built with customers as significant wins. However, he acknowledges that challenges remain, particularly in navigating the complexities of scaling a business while maintaining a strong company culture.

Baptiste sees challenges as opportunities for growth. He believes that problem-solving is at the heart of entrepreneurship, and overcoming obstacles is what makes the journey rewarding. This mindset not only drives Crisp forward but also fosters resilience within the team.

Innovative Hacks for Customer Engagement

Throughout the discussion, Baptiste shares a few innovative hacks that have contributed to Crisp’s success. One noteworthy example involves leveraging customer feedback to enhance product features. By actively engaging with users and iterating based on their suggestions, Crisp has been able to create a product that truly meets their needs.

Another hack discussed is the importance of early user engagement. Baptiste recalls how a friend’s request for beta access led to the initial user base for Crisp. This early feedback was instrumental in shaping the platform and validating its value proposition.