How Giotto's Support and Professional Services Drive Customer Satisfaction

How Giotto's Support and Professional Services Drive Customer Satisfaction

Table of Contents

  1. Introduction
  2. The Structure of the Team
  3. Support Department
    1. Sub-Departments
    2. Tiered Support System
    3. Knowledge Domain
  4. Enterprise Department
    1. Core Support
    2. Enterprise Admin Market
  5. Professional Services Department
    1. Solution Engineers
    2. Customization Agents
    3. Live Moderation Team
    4. Internal Tools Team
  6. Operations
    1. Company Strategy
    2. Budget and Planning
    3. Process Improvement
    4. Innovation
  7. Evolving Customer Support
    1. Scalability
    2. Automation and Internal Tools
    3. Collaboration with Departments
  8. Prioritizing Tickets and Escalation
    1. Ticket Priority Scoring
    2. Priority Escalation
  9. Unique Elements of the Company Culture
    1. People
    2. Org Structure
    3. Chaotic Pace
  10. Using Your Own Product and Insights for Innovation
  11. Steps to Scale and Improve Support
    1. Knowledge Documentation
    2. Feedback to Product and R&D
    3. Streamlining Flows
    4. Customer Data and Monitoring
    5. Internal Tools Development
    6. Bug Handling and Collaboration with R&D
  12. Metrics for Measuring Customer Happiness
    1. Satisfaction Score
    2. Effort Survey
    3. Customer Interviews
  13. Improving Support in the Future
    1. Evaluation of Performance
    2. Creating Value for Other Departments
    3. Building Relationships and Communication
  14. KPIs and their Evolution
    1. Location-Based KPIs
    2. Time-Based KPIs
    3. Attendance and Comment Metrics

The Structure of Support and Professional Services at Giotto

At Giotto, our company is structured into teams that handle support, professional services, and operations. Each of these departments has specific functions and responsibilities that contribute to the success of our organization.

Support Department

Within the support department, there are two sub-departments: SMB and Enterprise. The support team is divided across multiple locations, including the Philippines, Tel Aviv, and New York. The support structure is further divided into tiers, which determine the level of technical knowledge and expertise required to handle different types of customer inquiries.


The SMB sub-department focuses on providing support to small and medium-sized businesses. The Enterprise sub-department, on the other hand, caters to larger enterprise customers. Each sub-department has its own set of priorities and processes to address their specific needs.

Tiered Support System

To ensure efficient handling of customer inquiries, the support team follows a tiered support system. Tier 1 support handles the initial cases and escalates any complex issues to Tier 2 support. If a technical issue is identified as a bug, it gets escalated to Tier 3 support, which involves collaboration with the Research and Development (R&D) team. This tiered system helps in streamlining the support process and ensuring that each case is resolved by the appropriate level of expertise.

Knowledge Domain

In order to provide accurate and timely support, the support team relies on a knowledge domain that includes an internal knowledge base and an external help center. Additionally, the team utilizes video content created by a dedicated video editor to quickly address common customer queries. This knowledge domain not only benefits customers but also helps in internal communication and scalability within the organization.

Professional Services Department

The Professional Services department encompasses various teams that offer additional support to customers. The Solution Engineers team provides technical assistance during onboarding and ensures a seamless experience for customers. Customization Agents offer services to customize widgets, landing pages, and email templates for customers, albeit with an additional cost. The Live Moderation team helps customers prioritize reviews and maintain a positive online presence. The Internal Tools team, consisting of developers, focuses on enhancing the organization's efficiency through the development of tools and automation.


The Operations department plays a crucial role in strategizing and planning for the company's growth and success. This involves considering the target market, formulating a go-to-market strategy, and exploring opportunities for acquisitions and internal improvements. The operations team also focuses on budgetary planning, process optimization, and identifying areas for innovation within the organization.

Evolving Customer Support: The Future of Support and Scalability

As Giotto continues to grow, the future of customer support lies in scalability and automation. It is crucial to find ways to manage the increasing number of customer requests without overwhelming the support team. One way to achieve this is by leveraging internal tools and automation to proactively identify and address customer issues.

While AI-powered support may play a role in the future, it is important to recognize its limitations. AI is effective for simple queries, but complex issues still require human interaction and expertise. The goal is to provide proactive support by using internal tools that surface tickets based on customer data and patterns.

Collaboration between departments is also key to improving support. Support should not be seen as a standalone function but as an integral part of the entire organization. By actively collaborating with the product, marketing, and sales teams, support can contribute to product innovation, enhance customer experience, and influence the product roadmap.

Prioritizing Tickets and Escalation

In order to prioritize tickets effectively, Giotto uses a ticket priority scoring system in Salesforce. Each case is assigned a priority score based on factors such as customer impact, response time, customer value, and urgency. This scoring system ensures that tickets are handled in the most efficient manner by the appropriate level of support.

Priority escalation is available for urgent issues that require immediate attention, regardless of their priority score. Customer success managers have the authority to override the priority score and escalate cases that they deem urgent. However, tracking the use of priority escalation is crucial to maintain a balanced approach and ensure its proper use.

Unique Elements of Giotto's Company Culture

Giotto prides itself on its people and the strong relationships formed within the organization. Hiring individuals who are not only skilled but also personable and team players is a priority. The company values transparency, with management being accessible and actively communicating with employees.

The fast-paced and sometimes chaotic nature of the organization fosters an environment where hard work and dedication are required. The entire company aligns around a shared vision and works tirelessly to prioritize and address customer needs.

Leveraging Insights: Using Giotto's Products and Customer Feedback

Giotto firmly believes in using its own products and leveraging customer feedback to drive product innovation. Every employee onboarded at Giotto is required to install the product and interact with it, providing valuable insights for improvement.

Additionally, Giotto conducts regular hackathons where employees from different departments collaborate to brainstorm and develop innovative ideas. This process helps gather feedback, identify pain points, and explore potential solutions from the perspective of customers and internal stakeholders.

Steps to Scale and Improve Support

To ensure scalability of support, Giotto has implemented several steps. One important factor is the documentation of knowledge and processes, enabling faster onboarding, efficient collaboration, and the ability to delegate tasks. Feedback loops between support, product, and R&D teams ensure that product improvements are aligned with customer needs.

Effort is made to streamline workflows and reduce dependencies on support through the development of internal tools. Bug handling and collaboration with the R&D team are given priority to address technical issues promptly. Data analysis and monitoring aid in identifying trends, optimizing operations, and making data-driven decisions.

Measuring Customer Happiness and Improving Support

Giotto employs various methods to measure customer satisfaction and happiness. This includes satisfaction scores, effort surveys, NPS (Net Promoter Score), and conducting customer interviews. These measures help assess the effectiveness of support processes and identify areas for improvement.

In order to continuously improve support, Giotto focuses on maintaining open lines of communication and sharing feedback with different departments. This collaborative approach helps establish a strong connection between support and other teams such as marketing, product, and sales.

Connecting Support with Other Teams in the Organization

Effective collaboration between support and other teams within the organization is fostered by building relationships, creating value, and maintaining open lines of communication. Support interactions with customers provide an opportunity to advocate for the company and create a positive sentiment. Transparency in communication ensures that team members are aligned and aware of the company's strategies and goals.

Defining and Evolving KPIs

Giotto's KPIs vary across different locations and teams, ensuring that each sub-department's performance is measured appropriately. These KPIs include time-based metrics such as response time, time to resolution, and ticket attendance. Location-specific metrics and comment metrics are also considered.

Over time, the evolution of KPIs reflects the changing needs and priorities of the organization. Regular evaluation and monitoring allow for adjustments to be made to improve support processes and align them with the company's objectives.

In conclusion, Giotto's customer support and professional services teams play crucial roles in ensuring customer satisfaction and providing efficient solutions. The organization's commitment to continuous improvement, collaboration, and innovation contributes to its growth and success.

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