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, track their activity, educate them etc. It’s invaluable. No wonder they hit $50 million in ARR and over 17000 companies all over the world are paying them, including Survicate.

One of the crucial features of Intercom is 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, this 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, event, 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, I’ll give you 5 examples how integrating Intercom with a survey platform can benefit you and what are my recommendations regarding settings so that you the make the most of this connection.

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.

Hint: distribute the survey to people who are about to finish their trials. 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.

Answers to the second question about reason for answers can be pushed to Intercom as conversations so 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 of SaaS companies (more on this topic: https://blog.intercom.com/designing-first-run-experiences-to-delight-users/). 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 to technical problems to choosing a competitor instead of you etc. It’s a goldmine for your product and marketing teams.

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, it might differ depending on your product, length of the trial period etc. Don’t forget to add an answer like ‘I chose other solution’ and tie a follow-up question ‘Which solution did you choose and why?’.

3. 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.

In-message surveys with an Intercom theme allow you to collect feedback from people who visit certain pages on your website or application. Sending answers to Intercom allows you to reach out to those customers when you implement further changes or want to talk to them about their ideas. This kind of survey provides seamless user experience since it resembles Intercom chat. One drawback – you can’t have active both a survey and chat.

Hint: use surveys triggered at parts of the website or application that you’re working on (Single Page Apps are not a problem for Survicate). Another possibility – set in-app messages in Intercom and add Survicate in-chat survey to them.

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.

4. 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 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 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 user registers. We asked about their industry and other SaaS tools they use. Result? Almost 50% response rate. It means that we can send personalized content to a half of 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 targeted website surveys integrated with Intercom (you can also use in-app messages with embedded in-chat survey).

Hint: use targeted website surveys, target people who just signed up. If you’re showing visitors some tutorials or Intercom messages right after they register, show a survey when a user browses a few pages (again, Survicate supports SPA so no worries). If you have an Intercom chat or a help desk in a corner of the page, make sure to show a survey in the opposite corner. Or, use an Intercom-themed survey if you don’t mind not showing an Intercom chat and a survey.

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

5. 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.

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


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. If you’re curious how our Intercom integration works, go to this page: Survicate Intercom integration. And if already know that you want to start using Survicate Intercom integration, just…