How Orum built a collaborative, AI-ready support engine

The Company

Orum is an AI-powered live conversation platform founded in 2018 that helps sales teams build relationships and drive pipeline growth over the phone. By connecting easily with popular systems like Salesforce, HubSpot, and Outreach, Orum lets sales teams work within their familiar tools while focusing on closing deals.

We spoke with Brian Mullin, Senior software engineer at Orum, to learn why they chose DevRev and how it transformed their support operations.

The Challenge

Before adopting DevRev, Orum couldn't accurately identify and track users across their different CRM systems. As customer data moved between Salesforce, HubSpot, and other platforms, the support team needed a reliable way to maintain user identity to solve customer problems effectively.

Their previous support system created several roadblocks. It forced support agents into one-on-one conversations with customers, making it hard to bring in teammates when needed. Support agents also struggled to access complete customer histories, making it difficult to solve recurring issues efficiently.

As a company that helps sales teams have better conversations with prospects, Orum found these support limitations prevented them from delivering the excellent service their own customers deserved.

The Solution

In 2024, Orum adopted DevRev to bring their support operations together and solve their user identification challenges. The Computer system’s ability to maintain a consistent user identity across platforms became essential to Orum's support strategy. Support teams could now track customer histories and access the context they needed to address complex customer issues.

Brian found the Computer CX Agent (formerly PLuG) setup remarkably simple:

The process began with adding the script tag and initializing the SDK on the frontend, followed by obtaining an access token via the backend. This smooth onboarding experience enabled Brian to focus on tailoring the CX agent to Orum's specific needs.

The integration was characterized by exceptional collaboration with DevRev's team:

The Impact

Since adding DevRev to their toolkit, Orum has seen major improvements in how they support customers. The Computer system keeps track of each user's history across platforms, completely changing how they solve customer problems.

Computer Memory’s ability to maintain data integrity across systems eliminated the risk of redundant or mismatched records, giving the support team a trusted single source of truth.

Orum has especially benefited from the conversation feature, which connects to tickets but remains separate. Unlike their old system that locked agents into one-on-one support conversations, DevRev lets anyone handling a customer conversation tag teammates for help using internal comments. This creates a truly collaborative support environment.

By connecting teams and providing helpful context about each customer, DevRev has helped Orum make their support more efficient and effective.

Data-backed transformation

Adding DevRev has led to real improvements in Orum's support performance:

These improvements are just the beginning of how Orum is transforming with DevRev, with more AI-powered features planned for the future.

Top features

Top benefits

Looking ahead

Orum sees their work with DevRev as just the first step toward even better customer support through AI-powered tools. Brian shared his excitement:

With new AI tools on the horizon, including features that track user behavior and integrate with Slack, Orum is on track to get a complete view of their customers. This partnership helps them deliver modern, efficient support that anticipates customer needs, setting them up for continued growth and innovation.