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Inside123FormBuilder! An Interview on Handling Customer Support with Customer Support Manager Karina Kulik

Interview with our Customer Support Manager

Early this year, Steve Benjamins from SiteBuilderreport emailed 52 SaaS companies to test support time and he recently published the results. We’re listed #10 and we’re pretty damn proud of it. That’s what inspired this interview with Karina Kulik, our Customer Support Manager. She talks about building trust with customers, how we handle providing support across time zones and everything in between.


How would you define excellent customer support?

By treating your customer the way you would like to be treated as a customer. This usually consists of a multitude of factors: compassion, speed, awareness of your product and platform, not to mention an open mind to provide alternatives and workarounds. You should always strive to exceed your customers’ expectations.

What is the value system you stick to when it comes to customer support?

Passion, empathy, knowledge, communication, efficiency, continuous improvement and respect for our customers’ time.

How do you build trust with customers?

Caring about each and every one of our users is the key point in building a long lasting relationship with them. We then do our best to be consistent in our work and not only help the customers, but also learn from them.  

Can you give an example of when you went the extra mile for a customer?

Since we try to go the extra mile for everyone, finding a specific example would take a while, but this usually happens with requests that we push forward to be implemented for someone. Also, there are times when the whole support team brainstorms ideas and finds alternatives for a user that wishes to achieve a result through a functionality that we currently do not offer.

What do you think is more important? Getting new customers or keeping your current customers happy?Both, of course.

Getting new customers will grow your business, but keeping current customers happy will certainly offer you credibility. In any case, you should aim to please both old and new customers.

123FormBuilder has over 900k users spread in 186 countries. How do you handle providing support across time zones?

We work in two shifts: the morning shift which is from 9AM to 5PM, and the evening shift that works from 5PM to 1AM (GMT +3). During this time we manage to cover most of the time zones.  

How important do you think multi-channel customer support is?

Extremely important, since you give users the option to choose the method in which they contact you. Besides that, you also provide them with all the necessary help in creating their ideal form.

What is the volume like across the customer support channels that 123FormBuilder provides?

We mostly receive requests through our online forms, emails or on live chat. These three methods are the most preferred by our customers. However, in urgent cases, a great deal of users also message us on social media or by leaving us a comment in our Knowledge Base.

Got questions? Need help? Wanna say hello? You can contact our Support Team at and they will be more than happy to assist you.

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