How Support Quality Impacts Customer Trust: The Tranzzo Experience

In today’s digital world, customer trust is built not only on product functionality but, more importantly, on the sense of support and understanding from the company. That’s why customer-centricity and the quality of support have become key success factors for any payment platform — and beyond.

We spoke with Borys Kiriychuk, Team Lead of Customer Support at Tranzzo, about the transformation of the support role, quality control approaches, and the fight against formality.

Borys: We’re growing fast, and support is evolving too — from “just answering questions” to becoming a true partner to the client.

We see support as part of the product, not a separate function. This means we already influence interface decisions, tooltips, and automation flows. And that’s just the beginning — the next step is involving support during feature development, so we can prevent issues instead of putting out fires.

Another shift is moving from reactive to proactive support. For example, if we notice several merchants struggling with the same thing, we don’t wait for complaints — we go straight to the product team to fix it.

We're also focused on automating routine tasks so the team can handle more complex, human cases, where empathy matters more than clicking a button.

In simple terms, support is becoming a growth driver for the whole company.

Borys: Honestly, there’s no rigid manual like “do it this way.” Every new feature is like a small new world, and we need to figure out how to evaluate it from scratch.

We always start by immersing ourselves in the feature: we test, ask product managers questions, and use it like regular users. Without this, quality control doesn’t work — how can you assess an agent’s reply if you don’t understand what the customer is asking about?

Next, we look at what support requests have already come in for the feature. Users often see things differently than we intended. Only then do we update checklists, revise templates, and decide where agents need to explain more or keep it brief.

And one key point — we don’t start evaluating from day one. We let the team adapt, gather cases, and build a base.

• Quality control should be supportive, not punitive.

Borys: A technically “correct” response may include a greeting, instructions, and closure. But if the customer reads it and still doesn’t understand or feels like they were brushed off — what’s the point?

We fight formality in several ways.

First, we have a clear rule: we evaluate not just what’s said but how it’s said. If an agent pastes a generic instruction that technically fits but isn’t helpful — we don’t accept that. We want agents to dig into the core of the issue, not just reply by template.

Second, we work a lot on empathy and tone. We don’t want robotic replies. We want human, personal communication — even when the customer is wrong or frustrated. Saying “please check again” is nothing. But saying “let’s figure this out together — something here really seems off” creates a whole different impression.

Also, we don’t treat templates as rigid rules. If the agent feels the need to explain something differently — go for it. Templates are a support tool, not handcuffs.

We’re building a culture where thinking is not a “nice bonus” — it’s a must.

Borys: Support at Tranzzo is no longer just a department for when things go wrong. We’re moving toward making support a literal part of the product.

This means involving the support team during feature planning. We’re the first to see where users get confused, what’s not intuitive. Involving us early helps prevent issues before they arise.

Another big shift is proactivity. We want to reach out ourselves — if we see something go wrong with a payment or integration, we immediately contact the client. That’s a whole new service level, and we’re working toward it.

Then there’s analytics. We’re becoming internal researchers: analyzing trends in support requests, finding product weaknesses, and sharing insights with the team. And it’s not just “we got a lot of tickets about X” — it’s deep dives with real quotes, scenarios, and suggestions.

And one more transformation — support is now a key part of onboarding. We’re the first people customers talk to. How quickly and smoothly they launch depends on us. That’s part of our product mindset: not just help, but make the beginning easy.

• Support is shifting from firefighter to strategic player.

Tranzzo’s experience shows: support is no longer reactive — it’s an essential part of product development. It’s not just about replying fast, it’s about understanding the root cause and solving it so it never happens again.