Why Customer Service Should Be a Conversation

I had my first experience with the power of customer relationships about one month after we (the Swipe team) attended Startup Weekend in Oslo, Norway at the end of 2012.

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After pitching Swipe to a couple hundred people at Startup Weekend (yeah, a couple hundred!), we had the opportunity to personally talk with everyone and receive feedback. I had time to explain the idea behind Swipe pretty intimately with a large number a people and the conversations continued over email. It was a first exercise in customer service, since everyone had ideas and feedback, they all experienced our product and found potential problems or ideas for its future.

I love being a CEO of a tiny company because I get to take care of customer support. I find it incredibly valuable. Every founder should invest more time into conversations, because the benefits can be bigger than you think.

A recent article published in the First Round blog describes some of the same conclusions found from the Customer Support process at Eventbrite, led by Dana Killian.

“Founders tend to have very specific views on how they want to offer customer service. A lot of startups are so focused on product and engineering that customer service is automatically de-prioritized. But even if you’re a B2B play, this is a huge mistake. There are a number of advantages to establishing a strong CS presence from the start, including a much stronger product roadmap,” says Killian.

My idea is that I should be doing it for as long as I can, that I should turn it into a conversation and that good customer service is not about providing a good service, but by building a relationship.

I still find it quite amusing that the majority of the positive conversations I’ve had with our users have been the result of bugs or problems or missing features. When things go well, people use it the product “as intended” and they don’t necessarily have a reason to push the “send us feedback” button. So when traffic is high and email volume is low (like our past couple of months), it means you’re doing something well. At the same time, I miss all the emails coming through that usually began with a compliment and ended with a bug report or complaint. The general template goes something like:

“This is amazing, but why is ______ not working?”

Some can be pretty angry, some aggressive, but the majority are great people that genuinely want to help or just need help.

I always do my best to turn these emails into a conversation. What do you do? Where are you based? How do you use Swipe? Why do you use Swipe? What else do you hate/love/wish for? Is there anything we can promote for you? I think this is the most important part of the process, the part that turns it into a conversation that sometimes spans 10 emails, rather than just getting a thank you email for solving a problem.

I’ve recently been giving a series of talks around Europe about our story with the general conclusion that “it’s okay.” I think that people are more forgiving than you think as long as you tell them your story. Feedback emails are a great way to tell people bits and pieces of that story, to add context to the solution or to explain the cause of certain problems.

One particular example would be a pretty angry email I received from a guy named Josh. It was a pretty fair comment on our lack of account management options at the time, and ended with him saying that “the lack of account management is completely unacceptable.” I replied, explained, and told the story. We shipped really early and we prioritized the core product so people can start using it as soon as possible. We had people inside the app 6 months after we began to work on it. We didn’t want to sit and wait until everything was perfect. We apologize. We hope you hang in there. We wanted to give you the cool things, we’ll change your account email manually. (All this written in a much nicer way, of course).

His reply to all of that: “I totally understand! Can’t blame you for wanting to ship sooner :)”

It’s okay.

I’ve had over 400 conversations with people that use Swipe with about 2800 emails in those conversations. I’d assume that about 20% are emails I sent out, while 80% are bug reports, feedback, or encouragement sent over by the incredible people that use Swipe.

People are surprised to see my email signature when I reply – “co-founder and CEO” – explaining why the first slide in your PDF went to the end instead of the beginning of the deck. But we’re a tiny company with three people and I don’t think we’ll hire a customer support agent any time soon. Though it can be frustrating at times, customer support is something I hope to be doing for a long time. I think most people ignore the potential in getting a complaint email.

Another feedback email I received was from a man named Peter while biking back to our office in London. I stopped at a red light and felt a buzz in the pocket. I took a look and it was a pretty easy solution to explain so I wrote a quick note and promised to email in more detail later since “I was biking.” I did answer shortly after in more detail and finished it off with my usual follow-on questions. I got back a really thankful reply for answering so quickly, along with a picture of Peter and his wife biking around Holland. I got to know a bit more about Peter with more emails and fixed his problems in the process. I think that’s really valuable.

I do my best to send feedback to every new service I try these days, since I understand the value after all the great feedback mails I’ve received. The majority of the time I just get a thank you and a short reply along the lines of “we’re considering that, but we’re doing this instead for now.”

Most people don’t take the next step to find out who I am and why I’m even using their product. That’s a mistake – you should always take the time to make conversation and learn about the real people around the world that are investing their time in your product. Maybe too many people have the impression that good customer service is solving a problem quickly and professionally. While that’s important, the biggest benefit to both you and the user is to start a conversation.

My most recent feedback message was sent to a popular music service that I use every day. They changed an element of their design and wrote a tiny blog post about it. I was pretty sad to see the change so I decided that I’d write and tell them my thoughts. I read the blog post, I knew the technical reasoning behind the change, but thought it was a solution that compromised on the wrong things. It compromised design for technical reasons instead of making technical solutions to what would be much better design. I disagreed and wanted them to know they can do better. The reply was just a link to the blog post and a thank you. It was quick, good service. But it wasn’t what they should have done.

It’s the conversations with users that helped me learn who our core users really were and why they find our product useful.

There’s no email I reply to quicker than the ones that start with “User feedback from: _____”. Those conversations are the reason why a certain part of our users love what we do and why they support us so much. I do my best to show the other guys the most encouraging emails and the most critical ones too. There’s a trend amongst startups to put the whole team on customer support, but I’m not sure I’d agree. Everyone should know what people think, positive or negative, but the CEO’s role is one that should take care of customer support for as long as possible. Especially when you’re tiny and just getting started. It involves people, strategy, problems, and opportunities. It’s not just about solving issues or tickets, it’s about understanding your audience. Understanding your users is equally important to understanding your team. It’s my job to understand people and potential and I think that naturally requires a lot of my involvement. My job is to filer and show the team the best, the worst, and sometimes the in-betweens.

I hope the people we’ll hire to lead customer service at one point will carry on creating conversations. My job is to know how our users feel, how our team feels, how our investors feel, and how our partners feel, even if it’s 2 in the morning. I quite like my job for that reason, it’s all about people. I hope more follow suit.

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We’d love to have you try Swipe and please do send over your feedback, I’m looking forward to the conversations that follow.

Read more:

Lessons On Bootstrapping – The $250 Office – The Swipe Story

From a Failed Pitch to Launching on Europe’s Biggest Stage: The Swipe Story

Swipe launches out of private beta one year after Startup Weekend

This is a guest post by Horia, co-founder and CEO of Swipe – the better way to present and share information to anyone, anywhere – live.

We attended Startup Weekend just about one year ago (one year and two weeks to be exact) and I probably wouldn’t have believed you back then if you told me where we’d be today. Time flies by… incredibly fast too.

Reflecting on a year after Startup Weekend is not very easy. We’ve been under tons of stress and we’ve been angry at each other. A lot of the time it feels like things won’t work out. The team is always too small and there’s never enough time. On top of that, it all happens really fast, so you don’t get much time to think about it. But at the end of the day, the good days are very good and definitely more abundant than the bad ones. Seeing what you can do in such short time is incredible and seeing people use this tiny thing you’ve built is very rewarding.

I know that people say you shouldn’t sit on a product, launch launch launch! I’d say the same but not for the same reasons given by most. I don’t think launching has anything to do with avoiding “feature creep”, or seeing “initial customer validation”, or “validating product-market fit” (or other jargon people tend to use to motivate you to launch). Launching something is very important for you and your team. You see progress, you immediately become insanely judgmental of your own work (and see ways to improve it), and you begin openly using it with other people. It’s not this secret thing that you’re scared everyone will try to copy so you have to protect it anymore. Launching your “alpha”, “beta” or whatever is important for YOU. Doing things out in public means doing things better and at least that’s what it did for us. We launched into private beta with 8000 users initially. We did it about six months after we met at Startup Weekend and we managed to do it by hiding in a barn.

After the same amount of time, we’re coming out of our private beta period and opening the floodgates to anyone, everyone, and their friends and family. We’ve chosen to attack the rather scary funding market and are proud to announce we’re working with Europe’s best angel/seed investors, Eileen Burbidge, Stefan Glaenzer, and Robert Dighero (Passion Capital).

We’re pleased to announce a ton of new things, most of which we learned, fixed, or invented during our private beta period. For those that forgot or never knew, we’re Swipe and we’re building the future of presentations.

Swipe - presentations made simple

From today, you can drag and drop to upload over 15 types of files right in your browser, including PDF, Images, RAW, .PSD, .Ai, Markdown, Keynote, EPS, and SVG. We turn every page of any of those files into unique slides that are ready to share on any device. We break your huge files with many pages in individual visual slides. Mix and match, add web content like Vimeo and YouTube, and you’re ready to start presenting to anyone, anywhere – live. Swipe from your phone, tablet, or computer and watch your slides change on any amount of devices connected to your presentation’s URL. We’ve also made various UI improvements, and rebuilt our view and present modes.

Files in Swipe

Our goal has and always be to let you swipe anything, to anyone, anywhere and we’re one step closer to that today.

We chose to satisfy our geeky side as well, launching the support for Markdown slides. For those of you unaware of what Markdown is, it’s a really simple, humanistic way to write text that can be interpreted as html. It’s being used by companies like Squarespace, Ghost, GitHub, and Stack Overflow. We love Markdown because it’s an incredibly fast way to write content that belongs on the web. In our context, you basically write one organized clean text file, give it a few little simple commands, and drop it into Swipe. We make it look great on any size screen and make sure it looks beautiful. We’d like to say that this is by far the fastest and easiest way to create a slide deck – ever. We’d love to hear what you think of it!

One year after Startup Weekend we’ve launched publicly, been backed by great people, had some great stories, pitched on Europe’s biggest stage, and we’ve had a lot of fun in the process. It’s amazing how it all flies by, and more amazing is to see what a tiny team of three people can do in such a short time.

Get in touch with us on Twitter, Facebook, or reach out by email.

Read more:

Lessons On Bootstrapping – The $250 Office – The Swipe Story

From a Failed Pitch to Launching on Europe’s Biggest Stage: The Swipe Story

Lessons On Bootstrapping – The $250 Office – The Swipe Story

This is a guest post by Horia, co-founder and CEO of Swipe – the better way to present and share information to anyone, anywhere – live.


Going from a weekend-baked idea to a working product and a running company is not easy and it should be the biggest goal after going through a Startup Weekend. You’re working with people you’ve only just met, you most likely all have jobs, and quitting work is not always an option.

In the case of Swipe, we happened to start in the world’s most expensive city, Oslo Norway – which comes with its own set of challenges. This is how we bootstrapped our way through our first eight months, a journey that took us from the glitz and glam of being on Europe’s biggest stage in Amsterdam, to living in a barn in the Norwegian countryside, to the heart of European tech in London.


When you’re starting a company, there’s never one right way to do it. I remember reading the advice of successful entrepreneurs telling you to quit it all, go for it one hundred percent if you want to have a chance, others saying to take it slow, don’t quit your day job – be careful. In our case, we chose to take the careful route, working part-time to pay the basic bills, cut out some of life’s luxuries, and work hard as time permits.

The careful part lasted about six months, when we decided to go all in and focus our full-time attention on Swipe. We couldn’t really afford to live the city life with no income (especially in Oslo) so we had to get a bit creative.


We left urban life and retreated to the countryside in the South-East of Norway with a simple mission: launch. Besides being a beautiful place in the summer and giving us much needed inspiration, it also gave us a lot of limitations – which is good. We had an empty barn, a place to sleep, a grill to cook on, a couple of bikes, and a weekly ride from our wonderful hosts to Sweden to buy cheaper food.


Our new home was galled “Galtebo”, literally translated to “Pig’s Den,” a very fitting name as it turned out.


We invested the equivalent of $250 in plywood, electrical equipment, and lighting. The plywood became three awesome desks – one big sitting desk, one standing desk, and one pretty incredible coffee table. We borrowed some chairs and a couch, and in 3 days we had a fully functional office – coffee station and all included.


We had porridge for breakfast, ham and cheese for lunch, and barbecue for dinner. We invented about fifty types of potato dishes and we just might dare to challenge Jamie Oliver to a barbecue-off and stand a chance of winning. The main goal was to keep the costs down, and with about $150 per week we could feed three people and get the occasional celebratory beer or wine.


Being secluded from urban life had its upsides too – there were no other people to hang out with and you waste no time commuting. We woke up, worked, played ping pong, worked, played football, worked, cooked, played some more ping pong, had some beers, slept, repeat. A free life, with just ourselves to account to and lots of work to be done.


We did that for about two months, which were the most crucial two months for our startup. We achieved a lot of what we wanted, got to know each other a lot better, and understood where we’re going with our company. We relocated to London shortly after, but I’ll always miss Galtebo and the peace and quiet in the countryside. We managed to bootstrap on a very tight budget in the world’s most expensive country, most of it in its most expensive city. But we couldn’t have done it without the help of lots of great people, without our part-time jobs, and without the encouragement of the thousands that declared their interest in our beta.


If you’ve just finished a Startup Weekend or you’re just starting your own company anywhere in the world – just know that with the right timing and the right amount of passion, you can bootstrap and survive – even if you’re in the world’s most expensive country and you have virtually no savings. An office can be anything, a home can be anywhere, and your food can always taste good.

You may not know someone that owns a barn, but find the equivalent in your country or your city – find that place that lets you focus and get things done. Be around people that keep you inspired and want the best for you and bring your team together. Keep it on a tight budget and dare to get creative, you have more time than you think. Don’t give up and never let go of any momentum you might have.

Check out more photos from our countryside barn office: http://swipe.to/2498

Read more: From a failed pitch to launching on Europe’s biggest stage – The Swipe story 

Swipe lets you create slide decks from any kind of media, share a link to anyone and control the presentation from any device live. When you swipe, the slides change for everyone who is tuned in. It’s been called the first real threat to the projector, the first two-way presentation tool, and the future of interactive media that can change the way crowds interact with content. Swipe was born at Startup Weekend in Oslo.