Usermind Inc., a Seattle-based startup working to improve customer experience with automation, today announced that it has secured a $23.5 million investment led by Northgate Capital.

Returning backers Andreessen Horowitz, Menlo Ventures and Charles River Ventures contributed as well. The trio previously invested $14.5 million into Usermind as part of a 2016 funding round.

The startup’s claim to fame is a cloud-based platform that enables companies to create programmatic workflows for managing customer interactions. The product shares similarities with the popular IFTTT task automation service. Like its better-known counterpart, Usermind doesn’t require any coding and focuses on streamlining actions that reach across multiple systems.

A visual editor provides the ability to assemble workflows from a selection of ready-made connectors for popular applications. A company looking to speed up support calls, for example, could bring customer activity logs from its website into the ticket management platform employed by the help desk team. Such an integration would provide agents a better understanding of the problem that a user is struggling with and resolve the issue faster.  

Another area where Usermind’s workflows can come handy is sales generation. Besides the internal help desk, a company could also bring website activity data into its marketing system and harness the information to deliver personalized offers. Or an organization might configure the service to automatically add buyers to a newsletter mailing list after they make a purchase.

Rounding out the feature set is an analytics dashboard for monitoring customer interactions. Usermind said organizations can use the console to track workforce execution as well as identify opportunities for improvement.

Usermind’s value proposition seems to have been received well in the market. The startup boasts prominent customers such as Slack Technologies Inc., Tableau Software Inc. and industrial giant Schneider Electric SE. It claims to have increased revenues tenfold since last raising capital in 2016.

Usermind has received a total of more than $46 million from investors so far.

Image: Usermind