BetterCX - our proprietary SaaS platform for customer service automation

Why does a software company develop its own product?

Most AI agencies sell implementations, and that’s where their involvement with the consequences of their work ends. We run our own product, where those consequences come back to us every day: a crash is our crash, poorly designed onboarding is our drop in conversion rates, and a customer who doesn’t understand the interface writes to us—not to someone else.

This is our opinion, but there’s a simple test to back it up: a company that has never maintained software in production for an extended period of time doesn’t know what it doesn’t know about maintenance.

What is BetterCX?

BetterCX is a SaaS platform for automating customer service and sales. It consists of four parts: a chat widget for websites, a knowledge base, integrations with CRM and calendar systems, and conversation analytics.

In practice, it does three things:

1. It answers repetitive questions 24/7—the customer types in the chat, and the answer appears immediately.
2. It collects leads from the conversation rather than a form—instead of an empty contact field, it conducts a simple conversation, gathers contact information, budget, and needs, and sends the ready-to-go lead to the CRM.
3. It schedules appointments directly into the calendar—without having to hand it off to a human.

You can create multiple AI agents for different tasks—sales, support, scheduling appointments—and each one hands the conversation off to a human when a question goes beyond its expertise.

What did we learn while building this for ourselves?

An assistant that makes things up is worse than no assistant at all. BetterCX responds exclusively based on materials uploaded by the client. If information is missing, it states this directly and asks the user to contact the company or provides the company’s contact details—rather than generating a sentence that might sound plausible. This was a deliberate product decision, not a technical limitation, and we apply the same approach to our client implementations.

You’re billed for conversations, not for user accounts. Our pricing doesn’t penalize you for adding another person to your team, because the cost on our end is driven by conversations, not user accounts. The trial version doesn’t require a credit card.

Everything in one inbox. Chats and emails go to a single dashboard, so conversations don’t get lost across channels. Analytics automatically tags topics, intents, and emotions in messages—this shows what customers ask about most often and where the sales funnel breaks down.

What does it integrate with?

Online stores: WooCommerce, PrestaShop, Shopify. Email: Gmail, Outlook, SMTP/IMAP. Messengers: Messenger, Instagram. CRM: HubSpot, Pipedrive. Calendar: Google Calendar.

For custom websites (HTML/CSS/JS, React, Next.js), simply paste a short script. For WordPress, we’ve published an official plugin in the wordpress.org repository—it has passed the verification process and is publicly available.

GDPR

The platform is GDPR-compliant, and for customers who need it, we provide a Data Processing Agreement (DPA). User data can be deleted.

Who uses it?

Over 50 companies use BetterCX—including driving schools, law firms, agencies, investment and real estate development companies, and sports schools. The platform has handled over 10,000 conversations. We also have an affiliate program for agencies and resellers.

The BetterCX widget is also featured on this page. We use our own product to handle our own inquiries—if it didn’t work well, we’d be the first to know.

What does this mean for AppWave customers?

Two things.

First, BetterCX offers a lighter entry point into our partnership. If you don’t want to start with a custom implementation, you can begin with the off-the-shelf product and see how we work before committing to anything more extensive.

Second—and this is more important—maintaining our own product is the reason why we design custom implementations differently. We know what breaks after three months, what triggers support tickets from users, and what the maintenance costs are, because we pay for it ourselves. We build a custom system only when the off-the-shelf product truly isn’t enough—and it isn’t always insufficient.