How Framer fueled rapid enterprise growth with Contra
Overview
Framer hired expert freelancers to scale the support team for their growing product.
In their journey from a design tool to a comprehensive no-code website builder, Framer experienced explosive enterprise growth. Accelerated by a $27M Series C funding, their transformation brought about a 20% monthly increase in new customers, demanding a scalable and agile customer support structure in turn.
Aroa Gil Bo, Head of Customer Success, explained the need for a flexible support system that could cater to these demands without diluting their team’s focus.
The Challenge
Framer's transformation brought about a wave of enterprise clients, placing pressure on their small team. Aside from managing the influx of new clients, providing high-quality support—especially in areas like billing and product expertise—became essential.
Aroa Gil Bo, Head of Customer Success, reflected on a time before Contra, where everyone on the team, from sales to customer experience, wore multiple hats. "We were achieving our targets and things were great, but scaling the team with all the knowledge new hires needed to learn became a growing concern,” she explained.
The 'aha' moment came with the realization that customer acquisition was outpacing their ability to hire and onboard new full-time staff. They needed a scalable solution that could grow with them; a way to manage varying workloads effectively while allowing their teams to focus on their core responsibilities.
"How do you act like a 1,000 person team with only 40 full-time employees? Contra offered the solution, enabling us to scale up flexibly with top-notch freelance expertise."
— Aroa Gil Bo, Head of Customer Success at Framer
Framer Meetup 2023
The Solution with Contra
Reduced response times and an expanded support offering
In response, Framer embraced Contra, harnessing its full spectrum of capabilities for expanding capacity—from talent discovery to agile project management.
The platform's specializations was a key advantage, as Aroa highlighted. “Contra's ability to match us with Framer-proficient freelancers eliminated extensive training periods and allowed us to scale support to match fluctuating customer demands.”
Aroa noted the platform's flexibility in matching them with freelancers already proficient in Framer's products, which streamlined the onboarding process and adapted to fluctuating customer demands. She then went on to emphasize the platform's role beyond sourcing.
“With Contra, we’re able to hire product specialists to onboard customers in a matter of hours; we manage contracts, track projects, and submit payments in one easy place—it streamlines our workflows,” explained Aroa.
Framer’s strategy of leveraging Contra for scalable support solutions proved effective. 'We integrated four freelance billing support staff and three part-time product specialists from Contra’s talent pool, adapting our capacity in real-time—an approach that ensured consistent, high-quality service, regardless of a client’s time zone,” Aroa added.
Outcomes
Contra heralded a fundamental shift in Framer’s support strategy. One of the most notable changes, highlighted by Aroa, was the dramatic reduction in ticket response times. “Before Contra, our response time for billing support hovered around 20 hours. We’ve now managed to halve that to 10," Aroa shared.
Operational efficiency has also been enhanced thanks to Contra. “The process from initial conversation with an expert on Contra to project setup now takes just three days. And on average, we save about 15 hours per month or 180 hours annually on new customer onboarding alone. This rapid turnaround is invaluable,” Aroa added.
Freelancers from Contra now lead in resolving 90% of Framer’s customer inquiries, and looking ahead, Framer aims to further optimize these operations.
“We intend to reduce our response times to two hours and plan to expand our team of product specialists through Contra—expansion that’s key to sustaining our high customer growth and ensuring continued satisfaction.”
– Aroa Gil Bo, Head of Customer Success at Framer
