First, we instituted an idea that all employees would do some amount of customer support—not as their full-time job, but enough to maintain a customer connection. We asked all new employees to handle fifty support tickets in their first couple of weeks to get to know our customers, our product, and our customer service approach. We also started asking all new employees to build an app using Twilio—not just the developers, everybody. Obviously the sales reps and customer service agents would be well served by using our product. But we also asked the lawyers, the accountants, the
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