In The Cold
A web agency that treats support as a relationship, not a ticket queue
The Company
In The Cold is a 12-person web agency based in Piteå, a small town in the far north of Sweden. They build websites and digital applications for government agencies, music festivals, charities, and more.
What sets them apart is their commitment to long-term relationships. Some clients have been with them since the company was founded 16 years ago. They rarely pick up new customers. Instead, they focus on being a trusted technology partner for the ones they have.
The entire team works from the same office. In an industry that has gone fully remote, they chose to stay together. Coordinating across dozens of active projects is easier when everyone is within walking distance.
Support as a Relationship
For most companies, support is a cost center. Something to minimize with FAQs, chatbots, and ticket deflection. In The Cold sees it differently.
"Support becomes part of our relationship with the customer. We don't want an FAQ. We don't want a forum. Just get in touch. We'll help you."
Peter Söderlund
CEO, In The Cold
Without a dedicated sales team, support is how they maintain strong relationships with their clients. Every ticket is a real person with a real problem, and often someone they have been working with for years.
Their clients email the support address knowing that Erik, their first responder, will pick it up. That personal connection is worth more than any automated workflow.
The Workflow
In The Cold runs a support ladder. One person is always the first responder, with a clear chain of who picks up if they are unavailable. Here is how a typical support request flows:
Client emails support
The email arrives in SupportBee and a Slack notification pings the team.
First responder triages
Most issues (billing, access, simple bugs) are resolved directly in SupportBee.
Escalate to Basecamp if needed
If a developer needs to look at it, the ticket is pushed to Basecamp as a to-do, linked to the right project. The original email and internal notes travel with it.
Reply from SupportBee
Once resolved, the first responder replies to the client through SupportBee. Labels track the topic and origin of every ticket.
A busy day is 10 to 15 tickets. Not high volume, but every one is a priority client with a service agreement expecting fast resolution.
Why SupportBee
In The Cold chose SupportBee for the same reason they chose Basecamp over Jira. It does enough, and gets out of the way.
"It suits our needs, which is high praise for any service."
Peter Söderlund
CEO, In The Cold
No complex setup, no features they do not need, no friction between the client and the person helping them. Just email, organized.
Simple support for teams that care
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