SpotOn Transformed Experience Management to Experience Intelligence
We can analyze every single customer call in a matter of seconds, and then find themes. It’s amazing.
Mary Beth Gonzales
Sr VP of Customer Success Operations
About SpotOn
SpotOn is a technology company providing point-of-sale systems, payment processing, and business management software for restaurants and small businesses.
Fintech
~2,000 Employees
Structured data can surface patterns, but customer conversations reveal what’s behind them and for SpotOn, understanding the full customer journey required bringing both together.
By integrating structured and conversation data with Rippit, SpotOn now analyzes the customer journey end-to-end with AI, and those insights consistently drive action across the business.
They call this shift Experience Intelligence.
Experience Intelligence in action
Rather than a single use case, this is how experience intelligence shows up day to day — powering decisions across retention, product, and growth.
Proactive Churn Detection
SpotOn analyzed conversations from churned accounts to identify early signals of risk—patterns like repeated issues, unresolved problems, and signs of ongoing frustration. Those signals are now applied across all customer conversations in real time.
When risk is detected, the system triggers action. A Salesforce case is automatically created for the success team, including the exact customer context behind the issue.
This shifts the model from analyzing churn after it happens to preventing it before it escalates—fixing deeper issues earlier in the customer lifecycle.
“Now when a risk signal goes off in Rippit, there's a case automatically generated in Salesforce for our success managers to proactively engage with that client without them having to ask for it… that’s been a game changer.”
Charlie Caplinger
Program Manager - Voice of the Client
Full Journey Visibility and Root Cause Analysis
Instead of relying on surface-level churn reasons, SpotOn analyzes the history of customer accounts, from post-sales on, across systems like Gong, Salesforce, and Zoom to understand how issues develop over time.
This allows teams to trace problems back to where they actually begin—often during onboarding or expectation setting—and focus on root causes rather than symptoms.
The shift is simple but meaningful: from knowing who churned to understanding why they left.
“We're always trying to improve retention as a metric. For that, Rippit has been super super powerful”
Mary Beth Gonzales
Sr VP of Customer Success Operations
Product Decisions Grounded in Customer Reality
Previously, product insights were driven by structured reports and internal taxonomies, which often reflected internal workflows more than the customer’s experience.
With Rippit, SpotOn analyzes conversations directly, classifying issues based on what customers are actually saying. This creates a shared source of truth across the business, where leadership can see high-level patterns while product teams can drill into specific issues and root causes from the same system.
Instead of generating multiple reports for different audiences, a single system supports both summary and deep analysis—allowing teams to move quickly from identifying a problem to understanding what needs to change.
Revenue Growth Through Sales and Success Feedback Loops
SpotOn also uses conversation data to connect pre-sales and post-sales insights. By analyzing Gong calls and product demos, the team identifies what resonates most with new customers—then applies those insights across the existing customer base.
This creates a continuous feedback loop between sales, product, and customer success, enabling both retention and expansion.
“What are people getting excited about if they’re brand new that our existing book of business may not even know about? It’s not just about retaining the current book. It’s about growing the current book.”
Mary Beth Gonzales
Sr VP of Customer Success Operations
Insights across the business
What started with the Voice of Customer team expanded across the organization — driven by speed to insight, executive buy-in, and trust in Rippit’s transparent AI.
Insights that once took weeks to produce could now be generated in hours or days, making them immediately useful to other teams.
“When something that took a month now takes a day, you do thirty times more.”
Charlie Caplinger
Program Manager - Voice of the Client
Executive buy-in accelerated adoption, but the system’s transparency was just as critical. Teams aren’t relying on black box AI.
Because teams can see the logic, build their own prompts, and verify outputs, they have the confidence to use the data for real-time decisions.
Today, Customer Success, Product, Support, and Data Analytics teams use Rippit directly to ask their own questions and generate insights from conversation data.
“I was on a weekly forecast call with our success team, and they were already calling out where Rippit insights had driven outcomes for them. It’s now part of how our teams operate.”
Mary Beth Gonzales
Sr VP of Customer Success Operations
Where conversations become
insights
actionable data
business intelligence
enterprise visibility
insights
