AskNicely Cuts Analysis Time by 75% with Amplitude AI

Insight/Action/Outcome: Sharing analytics across the company used to take an entire morning. Now, AskNicely’s head of product analyzes data lightning fast and shares insights with a few clicks using Amplitude AI Agents. From there, team members can ask questions of the data, obtaining the information they need to make the right decisions.

AI is everywhere now, and at AskNicely, we’ve always believed its real value comes from using it with purpose. We’ve embedded AI throughout our product to help service teams understand customers faster and take smarter action, but internally, we needed analytics that could keep pace with that ambition.

We wanted an analytics partner that could accelerate decisions, open insights to every team, and strengthen our evidence-driven culture. In Amplitude, we found one that not only aligned with our vision—it unlocked a new level of sophistication in how we use data and how quickly we deliver value to customers.

Analytics shouldn’t leave anyone guessing

AskNicely is customer experience improvement made easy. Built for service businesses, our platform uses AI to collect smarter feedback and generate concrete actions for frontline teams to measurably improve customer experience and retention.

As the head of product, my team talks to users, places their feedback against market expectations, and guides the engineering team to build the best next thing. We base our product roadmap on user behavioral data, which puts us face-to-face with the core challenge for any product team: cultivating a strong, evidence-based product culture within the organization. It starts with building trust by basing decisions on data and doing so quickly. One thing stood in the way: time-consuming analytics processes.

Our legacy analytics solution was more of a headache than a help. It was unreliable, difficult for non-product teams to use, and had technical issues with in-product messaging and tours. I could get the data I needed, but building dashboards to present the data in the way I wanted was a struggle. I couldn’t share my dashboards with others—and AI wasn’t even a part of the conversation.

Without shareable analytics, gatekeeping became a problem. I’d start every Monday by analyzing information, compiling my findings, and emailing everyone or sharing through Slack. The process consumed four hours of my team’s time every week, and they became the go-to source for any data-related questions, creating a significant time drain.

Time spent on ad hoc analytics was time not spent on activities that would improve our product and key business metrics, such as annual revenue and customer churn. With limited insights into how customers used our product, our job became a guessing game. Our product analysis needed to be more systematic so my team could focus on delivering outstanding value to our thousands of customers.

The freedom and flexibility to do analytics our way

Everything changed when we found Amplitude.

I’ve used numerous analytics platforms, and we evaluated several more during our search. Amplitude came out on top because it was clearly designed by people who work with data every day. Compared to our previous provider, Amplitude Analytics offered much stronger core features, such as dashboards and filtering, meaning we weren’t limited to performing analytics in a specific way. We could work however we wanted to work, and Amplitude would support that.

The easy integrations also made deployment simple. Setup—including organizing our data—took just 20 minutes.

From the outset, Amplitude offered a good mix of capabilities in a single product. Easy-to-build and easily shareable dashboards make analytics approachable for everyone, while maintaining the depth of detail that power users like me want. We can even explore functionalities beyond product analytics to support AskNicely as we grow.

Although Amplitude is an analytics platform, the complete package includes so much more. We started with the primary analytics features and Session Replay, followed by Guides and Surveys and the data warehouse sync. Most recently, we added Amplitude Feature Experiment and Feature Management. We are learning as we go and adding more skills and features over time.

By giving in to AI, we gained a lot

I may have been uncertain about AI, but I came to see the light pretty quickly.

When AskNicely started working on a massive product rebuild, reporting and tracking its success fell to me. Amplitude AI Agents analyze data within seconds, allowing me to ask follow-up questions about the results. Instead of spending half a day on manual efforts, I can build a complete dashboard in less than an hour - that’s at least 75% less time.

Opening the door to AI has also led to better decision making across the company by bringing data into every discussion almost immediately. Anyone can answer the ad hoc questions asked during a meeting and share answers right away. No one has to wait for an analyst, and discussions have become more productive.

On a personal level, having dashboards I can share with a few clicks has given me back hours each week. The bigger picture, however, has been about democratizing data. Although Amplitude’s primary users at AskNicely are on the product team, the platform has become a trusted data source for marketing, design, engineering, and customer success teams. Amplitude data guides their next steps, and we don’t have to spend as much time on ad hoc analytics. It also means we write a lot less SQL and have a lot fewer CSV files flying around.

With improved data access and clearer views into user behavior, we improved adoption and NPS metrics for recent product releases. Amplitude’s user segmentation features enable us to gather information about our users so that we can deliver the relevant tools and nudges to the right people without annoying everyone else. These improved experiences are the best path to outstanding customer retention.

Ditch the doubt for smarter, faster teams

Our next step is to use Amplitude Analytics to identify opportunities for preventing churn and expansion. By feeding our product adoption and usage data into a product health score for each account, we gain a comprehensive view of the value each customer gets from our product. Our predictive customer scoring algorithm can then inform our account strategies. We can identify at-risk customers who might need more guidance, as well as customers primed to expand their AskNicely use by migrating to a larger plan.

AskNicely has become smarter since we started using Amplitude. I’m no longer the gatekeeper of data, and Amplitude has transformed our guesswork into a trusted, evidence-based product culture.