How Movavi boosted customer satisfaction by 20% with Freshdesk


Key numbers for Freshdesk:

  • 5 years using Freshdesk
  • x2 team growth in 5 years
  • 50 tickets/agent per shift
  • 20% customer satisfaction boost

About Movavi:

Movavi makes easy-to-use and convenient software for editing video (our most well-known product), audio and photo files. We have been helping clients edit their media for 15 years already with no plans to stop. Our goal is to make it easier for our users to fulfill their tasks with the wide range of software we offer. Media editing should be fun and take as little time as possible.

Movavi doesn’t rely on outsourcing: we do most of the work ourselves. We are a truly international company with offices all around the world and support agents speaking languages from Portuguese to Japanese. 

How we support the clients:

Our products are aimed at those who don’t have any experience in editing or don’t want to spend a lot of time puzzling out features of professional editing software. This is a huge and diverse audience with users of different ages, professions and needs, mostly private customers, but some corporate clients as well. We strive for quality, accessibility and efficiency, as these are the most important criteria for our clients.

We are still on the fence about dividing our support into first and second lines. For the time being, any agent can work with any kind of ticket, and the workforce is divided only in shifts (we offer 24h support with 4 agent shifts). Most of the employees speak not only English, but also some other languages, so if tickets, for example, French or Spanish are automatically assigned to them.

Our transition to Freshdesk:

We spent a lot of time choosing a suitable support software: tried various helpdesks, such as Kayako, at first, and then worked with Cerb for some time. Cerb was lacking some of the features we really needed, for example, automation capabilities and efficient ticket management. We also had troubles with developing custom features. So, we went on with the search for a perfect solution. We needed:

  • Easy customization
  • Advanced ticket filtering, especially for the tickets in different languages
  • Automation for mundane tasks
  • Broad analytical capabilities for ticket and productivity tracking
  • Scalable system, as we were still growing and wanted this to go as seamlessly as possible
  • Knowledge base on the same platform

There’s also an important point for any business – the costs. Freshdesk was the most favorable in this aspect, especially considering that we were growing and hiring new support specialists. This was actually a valid concern, because we have doubled during 5 years with Freshdesk.

When we started using Freshdesk, it felt new and a bit odd. There were new features we had to figure out and adjust to, some buttons here and there we were not quite sure if we were using correctly. Still, we adapted well, because the interface was very simple and user friendly. We followed the instructions provided by Swedbyte and quickly got used to the new system. One of the things we liked from the start was customization: we used apps from Freshworks Marketplace, but some of our needs went beyond that. As our developers are usually busy, our support team learned a bit of coding and wrote these custom apps themselves. It felt really cool!

How we use Freshdesk:

One of the most important features is automation. We set automatic responses to frequently asked questions (for example, on release day we get a lot of similar questions, which would take a lot of time to answer manually). Usually these responses are enough to close most of the tickets, but if there are questions left, customers can easily talk to a real agent. Automations also help us with service tickets, which don’t require answering, but still need to be closed.

Tickets are automatically assigned to certain employees: for example, we have an agent who has a lot of experience with a certain type of tickets, so they are automatically sent to them. Automation helped us reach a new level of ticket filtering quality. We usually filter by category, language and key words, but also have a priority setting: high-priority tickets are put in a separate group and we get notifications about them. Team lead can look through these tickets and manually assign them to the most knowledgeable agent in the field. High-priority tickets also have time triggers notifying agents about specific SLAs.

A useful feature for any business is agent review analytics. Team lead or quality manager is notified when there’s a bad review left about any of the employees, studies the review and helps the employee if needed or considers further education on a certain topic for them. We love to learn more about our customers’ needs and preferences, because it is a good opportunity to grow in the right direction.

Freshdesk Analytics is a convenient business tool as well. We use pre-built reports for simpler tasks, such as productivity analysis, and for more complex reports build our custom templates.

With the pandemic, our workload almost doubled and our email inboxes were flooded with tickets. Freshdesk allowed us to work efficiently and transfer our support from email to the client portal. It was a smart decision: on the portal clients have to fill in certain fields before sending the message, so the tickets get filtered and, if needed, the client gets an automatic reply or a knowledge base link. We use a different solution for live chat, but chat transcripts are sent to Freshdesk via email, so we can still track and analyze them.

As for integrations, we use an automerger from Freshdesk Marketplace (it allows us to filter duplicate tickets) and a custom app for service message management: it reroutes payment notifications to clients. This custom app is very simple, because we wrote it ourselves, but it gets the job done, so we’re happy with it. Previously we also used Jira and Klaus integrations, but currently terminated them only due to business reasons: the quality of integrations was great.

A look into the future:

We have a lot of plans. As our main principles are quality, accessibility and efficiency, we are trying our best to boost the related metrics. Freshdesk helped us grow customer satisfaction from 67% to 80%, and our support is easily accessible. Efficiency is a thing we are currently working on: we want to engage more automations and shift scheduling to get a faster and more accurate ticket assignment. In general, we’ve already improved average handling time for the high-priority tickets and are now working on other categories.