Our CEO was receiving direct calls from customers saying:
“Nothing is moving.”
“We’re not getting replies.”
“We don’t know who to contact.”
Support requests were being handled through Gmail threads, with CSMs cc’d on emails.
If someone missed an email or didn’t respond in time, issues would fall through the cracks.
This led to:
No clear ownership
Slow or missed responses
Poor customer experience
Escalations reaching leadership
I focused on one goal: create a structured, accountable, and fast support system
Here’s what I implemented:
1. Centralized Support Channel
Moved all support communication from scattered Gmail threads to a dedicated support inbox + ticketing flow
2. Clear Ownership Structure
Removed CSMs from day-to-day support email chains
Defined clear separation:
Support team → handles daily issues
CSMs → focus on relationships, buyers, and strategic conversations
3. Automation & Workflow Setup
Implemented a simple but powerful integration:
Gmail → Intercom → Asana
Total cost: $10/month
Every customer query now:
creates a ticket
gets tracked
is assigned and resolved systematically
4. Customer & Stakeholder Education
Communicated clearly to all stakeholders:
“For support, email this address”
Created DIY help documents and short videos to reduce repetitive queries
5. Smart Escalation Model
When CSM involvement is needed, they are tagged intentionally
No more unnecessary noise or missed emails
The impact was immediate and visible:
✔ Customers received responses within 10 minutes with a ticket number
✔ No more “lost emails” or missed requests
✔ CSMs were able to focus on relationships, renewals, and strategic work
✔ Support team handled daily operations efficiently
✔ Leadership escalation calls significantly reduced
This change didn’t just fix a process — it improved the entire customer experience:
Faster response times
Clear accountability
Better customer confidence
More efficient team structure
Scalable support operations
Sometimes, the biggest improvements don’t come from expensive tools —
they come from clear ownership, simple systems, and structured processes.
There was no structured NPS program in place.
Feedback was inconsistent and not tracked internally
A third-party tool was being used, with limited visibility and control
No clear ownership or follow-up process
Low NPS scores with no clear understanding of why
Most importantly — we weren’t closing the loop with customers
I focused on creating a simple, consistent, and actionable NPS system that would give us real insight into customer experience.
1. Built an In-House NPS System
Partnered closely with the engineering team
Designed and launched a custom in-house NPS tool
Gave us full control, visibility, and tracking
2. Introduced a Consistent Feedback Cadence
Moved from ad-hoc feedback to a monthly NPS cadence
Proactively reached out to daily active users
Used a mix of email and in-product messaging to increase participation
3. Closed the Feedback Loop
Personally reviewed responses and followed up on customer feedback
Identified common themes and recurring issues
4. Identified Root Cause
The most common feedback was clear:
“We don’t know how things work.”
This wasn’t a product issue — it was a clarity and onboarding issue
5. Improved Customer Experience with Simple Resources
Created a troubleshooting guide
Designed a simple, one-page quick reference sheet
Shared it across all users for easy access
✔ Established a structured, trackable NPS program
✔ Increased feedback participation and visibility
✔ Identified the real root cause of low scores
✔ Reduced confusion and support dependency
✔ Improved customer understanding and product adoption
Better insight into customer sentiment
Faster issue identification
Improved customer confidence
More informed product and support decisions
Stronger foundation for ongoing CX improvement
Customer feedback is only valuable when it leads to action.
By creating a simple system, listening to customers, and fixing the root issue, we turned NPS from a number into a real driver of customer experience improvement.
Our Head of Customer Success shared a powerful mindset with the team:
“A CSM’s job is to speculate and be a little paranoid — it helps you foresee churn and poor sentiment before it happens.”
The intention was right — but we didn’t yet have a clear, structured way to turn customer signals into actionable insight.
Data existed across multiple sources:
support tickets
QA insights
NPS feedback
customer interactions
But it wasn’t connected, visualized, or telling a clear story
I took ownership of transforming scattered data into a clear, strategic narrative for leadership
1. Unified Customer Signals
I pulled together data from:
Support performance metrics
NPS feedback and sentiment
QA insights and recurring issues
Escalation trends
This gave us a 360° view of customer experience
2. Identified Patterns & Early Risk Signals
Instead of looking at isolated data points, I focused on:
patterns of dissatisfaction
recurring friction points
behaviour indicating potential churn
This aligned directly with the CS philosophy of anticipating risk before it becomes a problem
3. Built the “2025 CX Lookback” Deck
I converted raw data into a clear, visual, executive-ready presentation that showed:
What improved
What broke
Where customers struggled
Where churn risk existed
Where we needed to act next
The goal was simple:
👉 turn data into decisions
4. Connected Insights to Action
Each insight in the lookback was tied to:
a process gap
a product or experience issue
or a support workflow improvement opportunity
This ensured the work didn’t stop at reporting — it led to clear next steps
✔ Leadership gained a clear, data-backed view of customer experience health
✔ CSMs were able to proactively identify and manage churn risk
✔ Support, QA, and CS teams aligned around shared insights
✔ Shifted the culture from reactive support → proactive experience management
Better visibility into customer sentiment trends
Earlier identification of churn risks
Stronger cross-team alignment
More strategic decision-making based on real customer data
Data alone doesn’t improve customer experience —
how you interpret and act on it does.
By turning scattered signals into a clear story, we enabled the team to move from reacting to problems to anticipating and preventing them.