"Her payment form wasn't connecting to the payment processor, and every attempt ended in an error message that made no sense. I understood her frustration. As a founder myself, I was acutely aware of the pain of trying to run a business and feeling like nothing was going your way. When I dug into her form, I found the problem a few minutes later: a mismatch between test mode and live credentials."
"That support ticket successfully solved one customer's problem. But far more importantly, it forced me to redesign that part of the product that wasn't cutting it with users. As my business began to scale, I eventually hired full-time customer support staff to handle the many inquiries we were being flooded with daily. Was I relieved not to be fielding these requests all day, every day? Yes. But I also wouldn't trade that experience for the world."
In Jotform's early days, a single overworked founder handled all customer support. A support ticket from a small ecommerce founder revealed a hidden toggle between test and live payment modes, causing payment errors. That discovery led to a targeted redesign of the settings. Scaling prompted hiring full-time support staff, but direct support experience remained invaluable. Personal, empathetic responses built trust and generated word-of-mouth referrals. Ongoing interaction with users provided continuous insight into real customer needs and guided product improvements, ensuring the company stayed responsive and aligned with user expectations as it grew.
Read at Entrepreneur
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