Intercom gives you a default list of attributes to which you can add your own custom attributes. The information and links available to the agent in this list makes all the difference to both the quality of the chat and a company’s sales.
Custom attributes that change every conversation for the better
Each company uses different attributes depending on their product and below is a great list to consider for your own support and sales growth.
‘Admin’ link for fast editing of that user’s features and permissions
It’s hard to function without this o_O. This is a link from Intercom directly to your own websites admin page for that user where you can adjust their plans or features they just asked for. It’s the difference between talking to a support agent who says ‘I will do that for you now’ vs ‘I will need to take a minute to find your account’.
‘Annual $316 saving ’ so you can tell them how much could save
If they’re on a monthly plan and you’re chatting to them, remind them of the saving they make if they switch to an annual plan. People appreciate knowing or being reminded when they’ve been using the product for months and can see themselves doing so for the full year.
‘Price plan’ for upselling
See how much they’re paying already. If they’re a big time customer you may feel obliged to be extra nice and sell additional products you know they’ll need as they continue to use your product including enterprise features for larger corporations. Often the dev team is adding more features but it takes multiple touch points for a customer to take it.
‘Job title’ to send content explaining the product in a way they prefer
Knowing their job title gives you perspective on which educational article / content to send them. Come to think of it, we need to really do this ourselves. Segmented content is a winner but getting that job title is a pain. Maybe we can get it on sign up? Ask for it after they’ve been using the product? Do some sort of magic Fullcontact API call on their job title? Intercom provides some information but getting the job title is tricky. If you have any thoughts, add a comment.
‘Sessions count’ to see how much they’re using it
Are they using it a lot? Are they using it enough? Depending on your app this can tell you if someone is a very happy user of the app and possibly one of those promoters we are always looking for, you know, people who would love to give us a testimonial or case study. If they’re not using it a lot, that’s a good time to ask questions if the opportunity arises.
‘Feature use count’ to check if they use your key central feature
When onboarding, have they got to the feature which gives them a small internal ‘aha’ moment where they got to understand the value of your service? If they don’t use it then email them about it personally. With intercom you can send automated bulk emails based on how much they use a feature but if the onboarding did not guide them to it then it’s worth talking to them individually after looking at their website and profile.
‘Teammates’ to see if their team has been added when they sign up
If they have not added team mates then send them that team invite link or explain the pricing for team members. You can also encourage them to invite team members by increasing the trial period from 7 days to 14 days when they do. This works well if they’re buying products individually within a large company which still happens oddly enough.
‘Has cancelled’ for finding out the problem
Well, if they’re talking to you then you know there’s a problem but it’s good to have it there for when they talk to you and you don’t realise they’ve hit cancel on their subscription. Find out why as they may not understand a feature or needed a custom plan. The number of times they were not aware of a feature or some smart way to use the product is incredible. It’s not cost, it’s ROI.
‘Screen share’ link to instantly see their screen when there’s a problem
You can either spend 10 minutes figuring out why they’re stuck and not buying or see the problem in 1 click. Instantly see their screen by adding a ‘screen share’ attribute using Upscope.io that gets you there in one click, with no installs and a gives you remote control powers to highlight where to go and click for them.
‘Call’ to phone them using VOIP in one click.
Use a service for one click calling. It can automatically log inbound and outbound calls, record them and click to call inside Intercom. Often these services give you a call button to add to the home page of the website and offer further integrations so across your CRM, Facebook and other platforms.
Below are some theoretical attributes which could be built
‘Events list’ to see the path they took to get there
Some live chat systems have this but we’re talking about a key path they took and which bits they may have skipped. Good for understanding if the user really went through that onboarding process and if you include events for common errors they make, you’ll see what they don’t understand.
‘Alert me when they are back’ to respond to a key user on time.
This is a feature we’d like to have within Intercom. Sometimes we need someone to be online to ask them more questions or run a test with them. We’d like to be able to chat to someone and then click this button so we get a warning alert when they’re back online. Then we’ll run the test.
‘Report bug’ link to send conversations and details to a developer
This would ideally take the user id, the admin link, the browser information and everything else to send as a ticket to the development team. It would be nice if they were on Intercom to see things for themselves but that’s not really how things pan out. There is software for this out there and I’ll add it in here when I find it again.
‘Customer health score’ score so you know if they’re not getting value
A health score can be calculated by combining key indicators of use including session counts, uploads, team mates added, consecutive days of use etc. It will vary according to your app but is the fastest way to understand customers who are more likely to cancel a subscription over time. This takes more work than just adding sessions and it’s not easy to put together but a great concept.
See Intercom’s own docs on custom attributes
See Upscope’s full Intercom email campaign to onboard customers
We’ve laid out the full Upscope.io email campaign for intercom including the entire process from sign up, installation, trial and purchase. You can use this as a template to configure your own campaign or check if you’re missing anything. You can see it here.
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