Case Study: Pipedrive improves CRM onboarding and product decisions with Survicate

How Pipedrive improves their award-winning CRM using customer feedback

Pipedrive, a sales CRM used by over 75,000 customers worldwide, needed a systematic way to gather customer feedback across the full user journey — from profiling and recruiting interviewees to prioritizing feature jobs and understanding why trial users churn. The team wanted timely, quantitative signals to complement product usage data and guide qualitative research and mobile/product decisions.

Pipedrive integrated Survicate with Intercom and email to run embedded in-app and one-click email surveys (including MaxDiff studies), enabling personalized, secure feedback collection without disrupting workflows. The results: faster clustering of responses to form hypotheses, clearer insights (e.g., mobile users prioritize quick lead access over reporting), improved onboarding and targeting of churned trials, reduced manual workload, and product decisions grounded in customer data.

Pipedrive

Ksenia Chaynikova

Product Manager