How Loom turns customer support into a driver of business growth with Atlassian Customer Service Management

Loom resolved over 80% of support inquiries with AI and reduced the likelihood of churn by 11% – transforming support into a growth driver.

Executive Summary

Loom didn’t just improve support — they proved better experiences drive retention and growth.

Challenge: Loom needed to scale support for millions of users without adding headcount, while reducing tickets and improving customer experience.

Solution: Loom adopted Atlassian Customer Service Management (CSM) and embedded AI-powered, in-product support to move beyond ticket-based workflows.

Impact: Loom transformed support into an AI-powered engine that reduces escalations, increases product engagement, and improves customer loyalty — turning support into a driver of customer value, not just a cost center.

A fast-growing video messaging platform with a support model under pressure

Loom, an Atlassian company and video communication platform used by millions, face a familiar challenge: how to deliver fast, high-quality customer support as demand for help continued to grow.

It’s ticket-based system worked, but at scale, it created friction. Customer had to leave the product to get help, and support teams were overwhelmed with repetitive requests. The team was handling thousands of tickets each month, often spending close to 10 minutes on routine requests. A previous AI assistant had been introduced to help, but it struggled to resolve issues effectively, leaving most requests to escalate to support agents.

After adopting Atlassian Customer Service Management (CSM) and embedding AI directly into the product experience, Loom transformed support from a reactive function into a proactive driver of customer engagement–resolving 80% of inquiries with AI and reducing churn 11%.

From managing support activity to creating value

When Loom moved from Zendesk to Atlassian Customer Service Management, the team had an opportunity to rethink the support experience from the ground up. The migration happened in under three months and included the rollout of embedded AI-powered support inside the Loom product.

But the bigger change was strategic.

Historically, Loom tracked metrics like contact rate–how often customers reach out to support–to understand how often customers needed help. A lower contact rate was often a good sign: customers were finding answers through self-service and did not need to reach out.

With CSM AI, that thinking began to shift.

We used to focus on keeping our contact rate low. Now, we actually want customers to reach out, because we know our AI can resolve most of those questions instantly. That’s completely changed how we think about support.”
Laura Levy, Loom Tech Lead

Instead of trying to reduce how often customer reached out, Loom began seeing them as opportunities to help customers get unstuck and get more value from the product.

Resolving issues earlier with in-product AI

One of the most immediate changes was how customers get help.

With Atlassian Customer Service Management (CSM), Loom embedded an AI support experience directly into the product, so users can get contextual help at the moment of need without leaving their workflow.

That shift changed more than just speed of support–it changed who gets help.

Just as importantly, CSM AI is reaching a group of users who might never have opened a ticket at all. These customers get unstuck in-product, discover how to use Loom more effectively, and keep coming back–without ever needing to “go to support.”

In the first year of usage, Loom handled more than 50,000 support conversations through its embedded AI agent. Today, 80% of help-seeking inquiries are resolved by AI without human escalation, reducing the volume of tickets entering the queue and freeing up the support team to focus on more complex issues.

Over 80% of our support interactions resolve without ever reaching a human support agent. That lets our team focus on the more complex problems that actually require human judgement.”
Bhargavi Kalari, Loom Head of SMB & Enterprise Support

The AI agent draws on Loom’s existing knowledge base–including help articles, troubleshooting guides, and product documentation–and can ask follow-up questions to clarify what the user needs. And when a conversation does require a support agent, the full context carries over, so customers never have to repeat themselves.

Turning support into a driver of product engagement

As Loom’s support experience evolved, the team noticed something important: better support was not just reducing escalations. It was changing what customers did next.

What surprised us most is what happens after support. Customers don’t just get unblocked — they actually use Loom more. They create more content, and they stick around longer. That’s not a support team reducing costs. That’s a support team driving value.”
Bhargavi Kalari, loom Head of SMB & Enterprise Support

That insight changed the role of support in the customer journey. Rather than waiting for customers to become frustrated enough to submit a ticket, Loom could guide them earlier, helping them understand features, resolve friction, and keep moving.

After launching the AI support widget, Loom saw a 10.7% increase in video creation across its customer base – proof that better, proactive guidance doesn’t just resolve issues, it’s driving product engagement; a signal that customers are actively getting value from Loom.

Improving retention through better support experiences

The impact did not stop at usage.

After implementing Atlassian Customer Service Management (CSM) and embedding AI-powered support into the product, Loom saw an 11% reduction in customer churn across its base. More customers are sticking with Loom because they can get fast, low-effort help right when they need it.

We treated it like a proper experiment. Customers who were exposed to the AI support widget — whether they interacted with it or not — were 11% less likely to churn. That gives us confidence the AI support is actually driving retention, not just showing up alongside it.”
Bhargavi Kalari, Loom Head of SMB & Enterprise Support

That shift is especially important for a group of users who may not have otherwise submitted a ticket. By surfacing support directly in the product, Loom can help customers get unstuck earlier, before confusion turns into disengagement.

All of this adds up to a simple, but powerful outcome: when customers can resolve issues in the flow of work–without leaving the product–they are more likely to succeed. And when they succeed, they are more likely to stay.

In other words, support is no longer just a response mechanism. It’s a way to ensure more customers succeed with Loom from the start—and a clear driver of retention.

A more scalable, customer-centric support model

By adopting CSM, Loom has evolved its support model to better meet customers i the moments they need help.

This team has:

Resolved 80% of support inquiries with AI
Deflected support tickets by 34%
Increased video creation by 10.7%
reduced churn by 11%

Most importantly, Loom has shifted support from reaching ater a customer encounters friction to helping them move forward in the moment.

Instead of waiting for customers to submit a ticket, support is now embedded directly in the flow of work – guiding users, answering questions, and helping them continue their workflow without interruption.

For Loom, support is no longer just something customers turn to when something goes wrong. They’ve shifted support from a reactive function to a proactive part of the customer experience. One that not only supports customers–but helps them succeed.