From Startup to Scale-Up: Mastering Customer Communication with Tooling

TwinGate, a modern alternative to traditional VPNs, faced challenges in maintaining open communication with its rapidly expanding customer base. Initially using Slack Connect channels for easier communication, the company grew significantly, but these channels became unscalable and caused issues such as unanswered queries due to team members being on PTO. To address this, Twingate implemented a technical improvement and operational changes, including limiting access to customers on Enterprise tiers, redirecting support requests, and assigning main contacts for each channel. They also created a Slackbot that funnels all messages from customer channels into a central internal channel, allowing team members to respond directly. These changes have had an overwhelmingly positive outcome, with customers continuing to communicate through Slack and the company maintaining its personal touch despite growth.