900
Hours Saved Per Month
143
Products Tracked
1
Airtable Base
Project
Objective
Semrush needed to aggregate feedback from multiple channels into a centralized database, so they could assign this feedback to relevant team members and surface critical insights while avoiding redundant work.
Background
Semrush is a leading search engine analytics company that offers a suite of products enabling users to research trending keywords, plan their SEO strategy, and more. With an expanding user base and a variety of feedback channels, Semrush sought to streamline and enhance its feedback management processes.
The Challenge
Semrush collects feedback for its diverse range of products through multiple platforms, including Intercom, Slack, and Salesforce. Each product utilizes different applications for feedback and user interaction, leading to disorganized feedback that was difficult to analyze and act upon. The primary challenges included:
• Disjointed feedback channels making it hard to consolidate and analyze data.
• Lack of a unified system to classify and manage feedback.
• Inefficiency in assigning feedback to the appropriate teams or team members.
• Difficulty in tracking key metrics such as time to close feedback tickets.
The Solution
XRAY provided a comprehensive solution by automating Semrush's feedback workflow using Airtable. The solution includes:
• Centralized Feedback Database: All feedback is now aggregated into a single Airtable base, with specific tables for each source channel and a configuration table for keywords, product owners, and other settings.
• Automated Keyword Matching: Every piece of feedback is automatically searched against a custom list of keywords. Whenever there’s a match, a ticket is automatically created to address the categorized feedback. Multiple matches result in multiple tickets, ensuring comprehensive coverage across several teams when needed.
• Feedback Management: Tickets can be updated, reassigned, and archived as needed. Each team has a list of terms to match against feedback, facilitating targeted assignments. Semrush’s team can add new terms to the list at any time.
• Analytics and Reporting: Custom views and interfaces allow for easy analytics, making it easy for Semrush to track tickets per team, time to close, and other key metrics.
• Real-time Alerts: Automatic alerts for new feedback are sent to relevant team members, ensuring timely responses.
The Results
XRAY's implementation of an Airtable base and automated workflows have led to significant improvements for Semrush:
• Increased Data Visibility: Semrush now has a clear view of total feedback numbers, time between opening and closing tickets, and other essential metrics.
• Time Savings: The automation saved approximately 900 hours total per month for 145 product owners, enabling them and their teams to focus on higher-value tasks.
• Enhanced Collaboration: About 300 Semrush team members and contractors are actively using the Airtable base, facilitating better collaboration and feedback management.
• High Volume of Feedback Managed: Since the system’s launch in December 2023, over 11,500 user messages have been logged.
• Scalability: The system supports 3 feedback pipelines (Slack, Salesforce, and Intercom), 143 distinct Semrush digital products, and over 500 unique search terms, with the ability to add more as needed.
In just 25 hours of work with XRAY, Semrush achieved transformative results with their feedback management system, making their processes more consistent and transparent while gaining new abilities to enhance their product offerings.
"Working with XRAY Hourly has been a game-changer for us. The innovative solutions they provided, especially the multi-match search feature, have transformed how we manage user feedback. Their support, patience, and creative ideas have been invaluable. We could never have achieved this level of efficiency and organization without their expertise."
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