Hi, I’m Åsa from Buffer’s Customer Advocacy team! 👋 I wanted to share a behind-the-scenes look at how we think about customer connection at Buffer.

Over the past year, we’ve been leaning into something simple but powerful: building deeper, more direct relationships with the people who use Buffer every day.

Recently, a small group from Customer Advocacy partnered with Product, Design, and Marketing to map all the ways we connect with customers outside of traditional support!

We asked ourselves a few honest questions: Where are we showing up? What are we learning? And how do we make sure those insights don’t stay siloed?

What we found was encouraging! ✨ We connect with customers in many places already. Support conversations, research calls, our Discord community, social replies, emails, guest posts.

The challenge isn’t lack of touch-points. 🤔 It’s stitching those moments together. Understanding who we’re hearing from, spotting patterns, and sharing those learnings clearly across the company.

Right now, we’re focused on improving visibility into customer learnings. We’re exploring whether to build on our internal systems or adopt a dedicated CRM. This is a key focus for us in H1 2026.

At the heart of this work is respect. 💙 When someone takes time to share feedback, we want to listen carefully, learn quickly, and act with intention.

If you’re building customer relationships too, I’d love to hear what’s working for you. 💬 Where do you connect with your users most, and how do those insights flow across your team?