’s fully integrated conversation analysis tool | Airtable
  • 2016


  • New York City


  • 1-10

    Company size aggregates customer feedback across various tools to find actionable nuggets. This is in part done by bolting their product onto Airtable and Slack.

Creating a custom support tool

Businesses today might interface with customers across a variety of tools: support systems, CRMs, marketing automation tools, and collaboration software. With communication occurring on several different platforms, actionable feedback can be very distributed and the opportunities to act on it might be missed.

That’s part of the challenge was designed to solve. is an intelligence hub for conversation data. It works across the different tools in a customer’s tech stack to consolidate information into a unified dashboard, detect recurrences of information or feedback across the different platforms, and create a tagging system so that companies can be aware of these trends and act on them. To make it easier for their users to categorize information and respond to customers, decided to take the action to where work happens for many: Slack.

The Airtable documentation had all of the calls there, with our own entities baked in. It makes it easy to copy-paste for someone like me who’s technical, but not a developer.

Robbie Mitchell

Head of Operations

Workflow highlights

  •’s ticketing and notification system runs off an Airtable base. Although each customer’s base is configured to their individual needs, all of them are built with the same underlying architecture. The API calls are set up in such a way that the various parts of the Airtable base connect to the Slack API and govern how incoming customer queries are responded to: what type of notification is sent out, via what channel, and to which party.
  • Airtable forms, in particular, have allowed him to unlock new and better ways of collaborating with his writers. “We had previously used a single document to track up to 60 topic ideas,” Dawson explains. “Information became difficult to navigate and it was also a pain trying to keep track of which article had been assigned to whom. Using Airtable easily fixed that issue. Now we use an Airtable form submission process where people can submit their ideas. We can go through and see which ones fit our brand and the type of articles we want to write.”
  • The single select field made it easy to begin tracking the status of articles. “We can easily see which ones have been assigned, what kind of articles are coming down the pipeline, which ones have been published, and which ones are still pending. That’s probably one of the biggest pain points I think it solved.”

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