"We were trying to build it ourselves. We would be miles away."
Jose Julio Chief Customer Officer, Metricool
Key Results:
Hundreds of thousands of help center visits since migration
7 languages live: English, Spanish, French, German, Italian, Dutch, Portuguese
Per-article translation work cut roughly in half
Same documentation now trains Metricool’s AI support agents
A custom-build project that would have taken months of engineering, shelved
Meet Metricool
Metricool is the social media management platform that thousands of agencies and in-house marketers use to plan, publish, analyze, and report across every major network. Their customer success team supports users in seven languages, and ships product updates almost every week.
Jose Julio is Metricool’s Chief Customer Officer. Cristina Fernández López is their Customer Success Knowledge Manager. Together they own the help center that millions of Metricool users hit when they get stuck.
They Were Going to Build Their Own
Before Ferndesk, Jose Julio’s team had already started scoping a custom help center on top of the Crisp API. They wanted a real CMS, multilingual flows, internal SOPs, deeper analytics, and a custom landing page in front of the docs. They had the engineering capacity to do it.
“Basically, we were trying to build it ourselves, trying to get the Crisp API working on our side and develop our own Ferndesk. But we would be miles away from getting this into a working product.” (Jose Julio)
The opportunity cost was the real blocker. Metricool is in the business of social media management, not documentation tooling.
“We need to be really specialized in what we’re doing. We’re specialists advising specialists in using Metricool. So we need to get as much specialization as we can into what we do. And Ferndesk is the specialized platform for managing knowledge.” (Jose Julio)
The Translation Tax
Metricool publishes its help center in seven languages. Every product change ripples across all of them. Before Ferndesk, Cristina did this work by hand.
“Previous to AI, I was using a translator. We didn’t really update so often as we do now. When we incorporated French colleagues, one of them spent a lot of hours doing the translation.” (Cristina)
ChatGPT helped her produce raw translations faster, but the rest of the workflow stayed manual.
“I get all the languages I want in a few seconds. But I needed to manually link all the articles. There was a lot of wasted time. Now Fern does it automatically. All the links, all the cross links between articles.” (Cristina)
She estimates Ferndesk has cut her per-article translation work roughly in half.
Docs That Train Their AI
Metricool isn’t only running a help center. The same documentation now feeds the AI support agents Metricool’s customer success team is building in partnership with an outside knowledge management vendor. Good docs are the prerequisite for everything downstream.
“Having much more documentation to train the AI helps us scale all the different activities we’re looking to use AI for. It will have all the context it needs, because of the documentation.” (Jose Julio)
“We needed to scale our solutions in how we document everything. Ferndesk has helped us not to start from scratch, but also to scale our work, and to use it internally, for our users and for the AI.” (Jose Julio)
What’s Live Today
The Metricool help center on Ferndesk:
- Hundreds of thousands of visits since migration
- 7 languages, each with its own tone (the French team prefers a more formal voice, which Ferndesk preserves)
- Internal SOPs workspace running alongside the public help center
- Article authoring roughly twice as fast on translated content
Cristina’s workflow now has Fern in the loop on every article:
“I have product updates, and I let Fern know how we can put them into the existing articles. She looks and proposes. I have her connected to the tickets too. She’s in my workflow.” (Cristina)
How she describes Ferndesk to other teams evaluating a help center:
“You can manage all your support knowledge in one place. And you can have Fern as a teammate in your team.” (Cristina)
“It’s a win-win. We have a lot of knowledge, a lot of content here, creating value for our users, for our SOPs internally, and for the integrators we work with. Everything fits.” (Jose Julio)