Inside the Syntor analytics shift

Problem: Power With No Usability

Syntor’s analytics engine was rock solid, but no one knew how to use it. The dashboards were dense, the filters required training, and every team was using the tool in a different way. It had the power of a full BI suite, but felt like a homework assignment.

Even though the tech was respected, engagement was low. The product had no “default path” to value.

Zax’s Fix: Ask Better Questions

We did not start by fixing charts. We fixed the interface between the user and the data. Zax rebuilt Syntor with a natural language interface that allowed users to ask things like:

• “Why did churn spike in Q2?”
• “Which sales reps are pacing ahead this month?”
• “Where are we losing deals by vertical?”

Behind the scenes, the platform generated the charts, forecasts, or drilldowns automatically, no training required.

Impact: Adoption and Expansion

Teams that had avoided the product now used it daily. Executives were finally able to self-serve insights without calling analysts. Support tickets fell. Usage per seat went up.

And Syntor’s sales team had a new positioning: not “business intelligence,” but “a thinking layer for your business.”

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