Case 05 · B2B sales CRM · Amplitude · AI

The AI assistant went unnoticed. We found out why

A large CRM for sales teams. We set up Amplitude, walked the journey step by step and found two causes of churn: people were stalling during setup, and the AI assistant sat off to the side

Product analytics AI UX Flows led by data
The Amplitude activation funnel behind the card: five steps from invite to first shared report, with the largest drop at data mapping A CRM deal card for Northgate Logistics with the assistant inside it: a suggested next step, a drafted follow-up email and ready-made questions about the deal
Our role Analytics & UX

Diagnosis and changes to the user flow

Time 2 weeks

To the first insights out of Amplitude

Scale 180+ actions

Mapped the product's key flows

Impact AI ×3.4

Growth in weekly use of the assistant

The problem

The numbers grew. The causes of churn stayed invisible

The company could see sign-ups, subscriptions and activity. What it could not answer were the three questions that decide whether a user stays or leaves

What was visible
  • Sign-ups and subscriptions climbing
  • Overall activity looking healthy
  • By the metrics, the product looked fine
What they couldn't answer
  • Where do users get stuck during setup?
  • Why does almost no one open the AI assistant?
  • Which features actually keep people?
Path analysis in Amplitude: real user routes through the CRM broken into steps, showing where they backtrack and where they leave
Diagnosis

We measured every step users took

Not a sum of clicks but the real routes: where people backtrack, where they lose the next step, where they leave for good

180+ actions · funnels · paths · return visits · first insights in 2 weeks

The import step of CRM setup: a mapping form for a 24-column file where half the columns still have to be matched by hand before the import can run
Solution 01 · Setup

We found the step where setup was abandoned

Most users left while importing contacts and deals, not across onboarding as a whole

What the data showed

Half dropped out importing contacts and deals, one long form

What we changed

Split the import into short steps with auto-mapped fields, so no one quit halfway

What changed +37%

More users finish setup and reach their first result 90-day cohort against the previous quarter

Solution 02 · AI assistant

Prompts moved into the deal card

Amplitude showed the assistant living off the main routes. You could reach it, but only if you went looking

A deal card with an AI assistant prompt: the next step and a ready-to-send email right in the context of the task
The next step is prompted in place

Prompts and a ready-to-send email right inside the deal card, not in a separate section you have to open on purpose

What the data showed

Only a handful found the assistant: it sat away from the deal card

What we changed

Built the prompts into the flow, and replaced the empty field with ready-made questions about the deal

What changed ×3.4

The assistant is used far more often Weekly active use of the feature, 60 days

Result

Return visits doubled

We counted return visits weeks after launch, not the spike right after it, that is where a durable effect shows

Retention curves in Amplitude: week-four return is higher among users who went through the reworked setup
×3.4AI assistant use
+37%Reach their first result
24%→47%Return in week four
Services on this project

What we did

01

Set up Amplitude

Mapped the product's key flows so we could see them in numbers

02

Ran the diagnosis

Rebuilt the real paths and found the exact points of loss

03

Changed the flows

The AI assistant and setup: from the causes we found, not by eye

04

Verified the result

Compared how users behaved before and after the changes