Helpshift Inc. raised a $23 million series B funding round for its in-app customer service technology , bringing total capital raised to $36.2 million. Participants in the new round include Microsoft Ventures Inc., Salesforce Ventures, and all previously existing investors, including Intel Capital Corp., Nexus Venture Partners, True Ventures and Visionnaire Ventures. The company said it will use the latest infusion to continue “expansion across teams in R&D, sales and marketing.”

Helpshift provides a mobile helpdesk that enables users to request support or give feedback from within mobile applications. Adding the feature to an app requires just a single line of code, the company said. Messages are sent in real time and prioritized for response by customer service representatives. The technology can be used for social listening as well as for feedback and technical support.

The company claims that its software is installed on 1.3 billion devices and that 130 million people use the service every month. Many of its customers see call center activity drop by 90 percent, the company claimed. In addition to its mobile support, Helpshift also provides tools to build interactive and searchable FAQs on any kind of site. FAQ information can be set up to replicate to users’ mobile devices so that the latest information is always available.

In addition to its support features, the company also provides marketing tools that detect and integrate with the mobile experience. For example, the system can detect when users are having difficulty installing or configuring an app and offer support proactively. The platform can also be used for in-app marketing campaigns, with personalization based upon spending, engagement and other properties. Marketing campaigns can also be timed to coincide with new installations and updates.

Helpshift said its customers include Zynga Inc., VirginMedia PLC, Microsoft, Western Union Holdings Inc and Flipboard Inc.

Image courtesy Helpshift