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February 28, 2025
Rethinking 24/7 Support:
How SpatialChat scaled global assistance without the chaos
How SpatialChat scaled global assistance without the chaos
When your customers span time zones — and expect instant replies — “business hours” lose meaning. Many teams end up throwing headcount at the problem, building bloated support operations just to keep up.
SpatialChat came to us facing exactly this: rising support costs, high agent fatigue, and the need for non-stop coverage. Here's how Pointai helped flip their model — cutting back on overhead without compromising service.
SpatialChat came to us facing exactly this: rising support costs, high agent fatigue, and the need for non-stop coverage. Here's how Pointai helped flip their model — cutting back on overhead without compromising service.
Theodor Kapman
Head of Customer Support, SpatialChat
Head of Customer Support, SpatialChat
Pam Solve
AI support assistant, SpatialChat
AI support assistant, SpatialChat
The hidden strain of serving customers across time zones
SpatialChat is a platform that powers virtual events and online collaboration spaces — from global conferences to live classrooms and corporate town halls. With clients across North America, Europe, and Asia, the company operates in a truly distributed environment. That means one thing for the support team: someone, somewhere, always needs help.
What began as a nimble support operation quickly ran into the realities of scale. As adoption grew and more users logged in from different parts of the world, the need for round-the-clock assistance became unavoidable.
But as usage expanded, so did pressure on the support team.
What began as a nimble support operation quickly ran into the realities of scale. As adoption grew and more users logged in from different parts of the world, the need for round-the-clock assistance became unavoidable.
But as usage expanded, so did pressure on the support team.
They needed to offer real-time support across global time zones.
Expectations for fast, high-quality service were only increasing.
Delivering on this with a global team meant hiring around the clock, with agents covering every shift.
Operational costs were climbing — and complexity wasn’t scalable.
To keep quality up, they had to either keep hiring or find a smarter way to handle routine volume. But hiring at that scale wasn't sustainable — not financially, and not operationally.
Every new market meant more coverage gaps, more handovers, and more complexity. What they needed wasn’t just more people — it was a way to deliver consistent, responsive support without multiplying headcount.
Every new market meant more coverage gaps, more handovers, and more complexity. What they needed wasn’t just more people — it was a way to deliver consistent, responsive support without multiplying headcount.
Overview of time zone challenges
Providing customer support across different time zones is a significant challenge for businesses today. The need to ensure round-the-clock availability while meeting customers' expectations for rapid responses creates a complex operational puzzle. Companies must carefully manage peak hours and coordinate seamless handoffs between teams in various regions to maintain service quality.
The pressure of Response Time expectations
Customers' expectations for response times are particularly demanding. Research shows that 88% of customers expect a reply within 60 minutes, and 60% consider "immediate" to mean 10 minutes or less. This places immense pressure on support teams to deliver swift and effective assistance, regardless of the time or location.
The high stakes of poor service
The stakes are high when it comes to service quality. Poor customer support can have severe consequences: 44% of customers have left a brand due to unsatisfactory service, and 89% have done so multiple times in a single year.
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These statistics highlight the critical need for businesses to provide consistent, high-quality support across all time zones to retain customer loyalty and trust.
The pressure of Response Time expectations
Customers' expectations for response times are particularly demanding. Research shows that 88% of customers expect a reply within 60 minutes, and 60% consider "immediate" to mean 10 minutes or less. This places immense pressure on support teams to deliver swift and effective assistance, regardless of the time or location.
The high stakes of poor service
The stakes are high when it comes to service quality. Poor customer support can have severe consequences: 44% of customers have left a brand due to unsatisfactory service, and 89% have done so multiple times in a single year.
-
These statistics highlight the critical need for businesses to provide consistent, high-quality support across all time zones to retain customer loyalty and trust.
Separating routine work from complex requests
Rather than expanding the team to meet growing demand, SpatialChat chose to reorganize how support was delivered. The goal was to reduce human involvement in routine tasks, while making sure complex cases still reached the right people quickly. In practice, that meant drawing a clear line between high-frequency queries and situations that called for human judgment.
Support agents continued to handle more involved issues — including live participation in events, where someone needed to be present and able to step in immediately to help participants on the spot.
To enable that focus, SpatialChat introduced defined functional boundaries between Zero-line, Level 1, and higher-tier support. That means:
Support agents continued to handle more involved issues — including live participation in events, where someone needed to be present and able to step in immediately to help participants on the spot.
To enable that focus, SpatialChat introduced defined functional boundaries between Zero-line, Level 1, and higher-tier support. That means:
Zero-line:
Instant responses to common questions
Instant responses to common questions
The assistant addresses repetitive, well-defined queries immediately — no human needed, no delay.
Level 1:
Preparing context for human agents
Preparing context for human agents
When a request needs a person, the assistant collects all relevant information upfront, reducing manual work and handover time.
Cross-level routing:
Getting the request to the right place
Getting the request to the right place
Based on keywords, context, and user input, the system routes each inquiry to the appropriate team — whether it’s support, sales, or finance.
System sync:
Always working with current information
Always working with current information
The assistant stays connected to the latest internal resources, so responses remain accurate even as documentation evolves.
This allowed the core support team to shift their focus to Level 2 and 3 requests — cases that require deeper product knowledge, critical thinking, or hands-on troubleshooting. Instead of acting as the front door for every inquiry, they could now spend their time where it mattered most.
We weren’t looking for magic — we needed something that could take over the repetitive tasks without making things harder.
Pointai did exactly that.
Now, even if no one’s on shift, the assistant gives users the sense that someone’s there, collects the right data, and routes requests where they belong. That’s exactly what we needed.
Pointai did exactly that.
Now, even if no one’s on shift, the assistant gives users the sense that someone’s there, collects the right data, and routes requests where they belong. That’s exactly what we needed.
Theodor Kapman
Head of Customer Support, SpatialChat
Implementing the new support model
The implementation wasn’t just a matter of turning on a bot. SpatialChat worked closely with Pointai to align the assistant’s behavior with their internal logic, workflows, and tone of voice. Since support needs vary depending on time zone, event type, and customer segment, the rollout had to be deliberate — with testing, refinement, and ongoing adjustments.
The initial integration was done through Crisp, which allowed for a controlled rollout and faster iteration. Once the assistant proved reliable and effective, it was fully integrated into Intercom — SpatialChat’s primary support platform.
Thanks to Pointai’s adaptable configuration and close integration with existing systems, the assistant became part of daily operations without disrupting the team or requiring engineering overhead.
The initial integration was done through Crisp, which allowed for a controlled rollout and faster iteration. Once the assistant proved reliable and effective, it was fully integrated into Intercom — SpatialChat’s primary support platform.
Thanks to Pointai’s adaptable configuration and close integration with existing systems, the assistant became part of daily operations without disrupting the team or requiring engineering overhead.
Custom knowledge sync
One key advantage was SpatialChat’s extensive internal knowledge base.
Pointai was able to plug into it directly, indexing support materials and documentation to generate fast, reliable answers without human involvement.
Pointai was able to plug into it directly, indexing support materials and documentation to generate fast, reliable answers without human involvement.
Response-time compression
By embedding the assistant across touchpoints, SpatialChat dropped initial reply latency from minutes to seconds.
Smart triage & escalation logic
The assistant detects tone, urgency, and keywords to route conversations correctly — or escalate when needed.
Zero-line support
Instead of waiting for a human, users get an instant, structured response that gathers context and moves the request forward.
Cost predictability
No pay-per-resolution gimmicks — just a flat, transparent model that scaled without surprises.
What changed once the assistant took over
After integrating Pointai, SpatialChat restructured how the support team worked. Agents were no longer tied up with basic inquiries and could spend their time on more specific tasks — including live support during high-traffic events. The assistant took over the repetitive load, while the team concentrated on issues that required human attention.
Significant cost reduction
The shift away from full-time staffing and overnight coverage resulted in over $266,000 in annual savings.
Higher satisfaction and resolution rates
The assistant now resolves 82% of incoming requests on its own. Customer satisfaction (CSAT) increased by 76% following the rollout.
Better use of support tools
With features like ticket summaries and context previews, agents spend less time switching between systems and more time resolving real problems.
Clear focus for human agents
Support staff now handle only Level 2 and 3 requests — issues that require product knowledge, judgment, or live involvement during events.
Lean team, full coverage
SpatialChat reduced support headcount by three full-time agents and still maintained 24/7 availability across time zones — without overloading the team.
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Azamat Khamidov
CEO, Pointai
Azamat Khamidov
CEO, Pointai
