Flowly is a product-led B2B SaaS: teams start a free trial straight from the website, no sales call required, and the workspace is live before anyone at Flowly has said hello. Signups arrive from different continents and every timezone, while Customer Success is a small in-house team that also carries renewals and escalations. The trial window is short, so the hours right after signup decide whether an account activates or quietly disappears.
The challenge
The CS team could only personally onboard the biggest trials, so most new users hit friction alone and quietly churned.
Emails went unread; a quick friendly call was what actually unblocked people.
Activation at Flowly rests on a few unglamorous steps: connect the first data source, invite the team, ship one real workflow. Users who clear all three stay. Users who stall on step one open the app twice, decide it is not for them, and never come back. The product itself could not tell the difference between a genuinely hard migration and a misunderstanding that took one sentence to clear up.
The CS team knew the cure, because it worked every time they had room to apply it: call the person. A short conversation surfaced the real blocker, whether it was a permissions issue on the customer side, the wrong integration picked at setup, or simply not knowing which screen to start on. But manual dialing only scaled to the biggest trials, the ones worth giving up a calendar slot for. Everyone else got the automated sequence.
That sequence went unread. Onboarding emails landed in the same inbox as product marketing, self-serve trials almost never booked the talk-to-an-expert slot, and by the time a dormant trial surfaced in the dashboard it had already been silent for days. Churn started early and quietly, before anyone at Flowly had spoken to the account once.
Why earlier attempts failed
Onboarding email sequence The drip landed beside every other message in the inbox and got archived unopened, so friction that one sentence could have fixed stayed in place.
In-app checklist and tour The checklist said what to do next but never explained why this particular setup was failing, so anyone whose blocker sat outside the happy path simply dropped out of it.
Book-a-call link in trial Putting the initiative on the user meant calls were booked by the trials that were already going well, exactly the ones who needed help least.
Manual calling by account tier Hand-picking which trials deserved a call spent the CS team's day on a short list, while the long tail, where most future customers actually come from, was never dialed at all.
The solution
A MyChatBot voice agent now calls every new Flowly signup in the first hours of the trial, works through that user's actual setup blocker on the line, and pulls in a human specialist only when the conversation earns it.
Trigger the call on signup The signup event fires through the Webhooks API and the MyChatBot Calls SDK places an outbound onboarding call in the user's own language, while the product is still open in their tab.
Ground the script in the docs Business Domain docs carry plan and seat limits, the integration catalogue and the activation path itself, so Agentic Search lets the agent answer setup questions from Flowly's own documentation instead of improvising.
Diagnose, then unblock The agent asks which step the user reached, names the exact screen or permission that is usually missing at that step, and stays on the line while the user does it.
Book the specialist For custom migrations or a security review, Google Calendar gives the agent real availability and it places a confirmed slot with a solutions engineer inside the same call.
Write it all back to CRM create_crm_lead and edit_crm_lead update the trial record in HubSpot with the blocker named on the call and the source tagged "AI-", while lead_chat_link attaches the recording and transcript.
Escalate and follow up Hand-off Control passes a complex or tense call to CS with a silent hand-off, Flight Control raises the team in Telegram, and Follow-ups with Lead Processing labels chase the trials that promised to come back.
Knowledge Base: The agent's Knowledge Base holds Flowly's activation path step by step, plan and seat limits, the catalogue of supported integrations with the permissions each one requires, the known setup errors and their fixes, security and data-residency answers, and the rules for when a trial may be extended.
Every trial now gets an onboarding call, activation rose 24% and early churn fell.
What was deployed
Agents used
Voice AgentLead QualifierAppointment Booker
Channels connected
VoiceWhatsAppWeb widget
Rollout timeline
Week 1
Instruction built in the Configuration Wizard: activation path, the most common setup blockers and the escalation rules written into one versioned script.
Week 2
Battle-testing against real trial scenarios, tuning the opening line, pacing and pauses until the agent sounded like a CS rep rather than an IVR.
Week 3
Live on a slice of daily signups alongside the CS team, with every call reviewed from the recordings attached by lead_chat_link.
Week 4
Rolled out to every trial, with Agent On/Off schedules per region so calls land inside local business hours.
Results
Metric
Before
After
Trials receiving an onboarding call
Only the largest accounts, hand-picked by CS
100%
Trial activation
Most signups stalled before the first workflow shipped
+24%
Early churn
Accounts went dormant before anyone had spoken to them
-19%
Time to first contact
Days, if the trial was flagged at all
Same day as signup, on the agent schedule
CS team load
Building call lists and chasing unread email threads
Live only on handed-off calls and booked specialist sessions
"It scales the one thing that always worked, a human-sounding call, to every single signup."
Kateryna Romaniuk
Head of Customer Success
What comes next
Flowly is extending the same agent to pre-renewal check-in calls and to win-back dials on trials that went cold, with Task Manager turning each conversation into concrete follow-up work for CS.
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