The Pull
Gorgias was trying to make customer feedback usable across product, research, GTM, and customer-facing work.
Their current setup blocked them because interviews lived in one workflow, product ideas lived in tickets, calls lived in another tool, and useful account context lived somewhere else.
BuildBetter unblocked them by moving those inputs into one customer-signal workflow with source context attached.
The Catalyst
“I think I want to migrate all the customer interviews to BuildBetter. It doesn't make sense to have them in Grain... it's another tool that's very siloed. I'd rather have everything in BuildBetter.”
— Estelle David, Gorgias
Before BuildBetter
Gorgias had feedback in many places:
- support tickets with product ideas,
- sales and customer calls with objections and requests,
- research interviews,
- Slack and informal customer context,
- CRM/account context,
- Productboard / Cycle / Grain-style workflows.
The feedback existed. Each source carried a different slice of the story.
The Blocker
The old setup forced people to manually reconcile feedback before it could inform a decision.
PMs needed to know what customers were repeatedly asking for. Researchers needed interview context without another silo. Leadership needed highlight reels and summaries without manual clip assembly. GTM and CS needed feedback connected back to account context.
Shayan described the pain of trying to make other tools work:
“I spent literally 6 hours one day fine-tuning the Gong one to try and train the model. And then same thing with Cycle, but it just wasn't good.”
— Shayan Memarzadeh, Gorgias
“We use a macro in Gorgias and filter only the ones labeled by the support engineer as a product improvement or product idea. So it's usually 10% basically of the monthly incoming ticket volume.”
— Estelle David, Gorgias
The BuildBetter Workflow
Tickets, calls, interviews, and Slack
↓
BuildBetter signal extraction
↓
Product area + customer context
↓
Reports, highlight reels, summaries
↓
Product, research, GTM, and CS action
What Changed
Gorgias moved from scattered feedback toward a shared customer-signal workflow.
“This is powerful because we have the calls plus the written feedback plus the support tickets. It’s a good 360 view. We shouldn’t be missing much from that.”
— Estelle David, Gorgias
The clearest changes:
- customer interviews and product feedback can live in one place,
- product signals can be organized by taxonomy and product area,
- PMs and researchers spend less time manually reviewing recordings and assembling clips,
- leadership reporting can include customer quotes, summaries, and highlight reels,
- GTM and CS teams have a path to customer feedback in account context.
“You can put as many quotes as you want on a slide, but actually hearing it from the customer is what really gets through to people. I was literally in iMovie clipping videos together — having it be automatic is so much better.”
— Mac Baker, Gorgias
“The summaries and the signals have worked really well — I sift through them and use them when I’m presenting back to leadership or summarizing in a product spec.”
— Leyla Delcorde, Gorgias
“I want BuildBetter to be the source of truth, and that shoves into all our tools...”
— Shayan Memarzadeh, Gorgias
“BuildBetter's transcripts are very on point, explicit, and impressive compared to other tools.”
— Estelle David, Gorgias
