Zapier’s 1,000+ team members have tens of hours back weekly thanks to Dovetail’s customer insights hub
Head of UX Research Roy Olende shares how Zapier’s internationally scattered teams approach customer intelligence, as well as why Dovetail has been a game-changer in centralizing customer data, connecting their customer-obsessed teams, and maximizing efficiency through insights that anyone can access—from new starters to leadership.
1,000+
team members collaborating
100s
hours of research data centralized in one place
40+
countries connected—despite being fully remote
Ch.01
How Zapier centralizes customer intelligence and stays connected across their fully remote organization with the help of Dovetail
Zapier is on a mission to make automation work for everyone. Founded in 2011, they saw an opportunity to connect the software we use every day to streamline workflows more effectively. With Zapier, apps like Salesforce, Intuit, Google, and Dropbox can integrate to move data between them automatically, freeing up time for users to focus on impactful work.
Head of UX Research Roy Olende shares how Zapier’s internationally scattered teams approach customer intelligence, as well as why Dovetail has been a game-changer in centralizing customer data, connecting their customer-obsessed teams, and maximizing efficiency through insights that anyone can access—from new starters to leadership.
Ch.02
Keeping 100+ hours of customer data accessible in one centralized system
For Zapier, customer intelligence has always been crucial, meaning they have hundreds of hours of invaluable, unstructured customer data that they continuously build on. Before Dovetail, this information was scattered across multiple platforms, creating silos and and hindering meaningful analysis and collaboration.
As the team scaled, finding data became challenging, contradicting their focus on automation and efficiency. With the adoption of Dovetail, Zapier quickly assembled and organized all customer intelligence into a centralized system, allowing the team to easily access data from months or years prior and confidently resurface insights to make faster, better product decisions.
Ch.03
Connecting a customer-centric and intrinsically curious workforce
Zapier is an intrinsically connected organization—a fully remote team across 40 countries—whose culture deeply reflects its mission of integrating and connecting software. They rely on the intuitive Dovetail platform, a centralized insights hub, to make well-informed product decisions based on customer data. Dovetail fosters collaboration across continents, empowering everyone at Zapier, from product managers to executives, to make informed decisions. By providing system-wide access to customer intelligence, it allows teams to get closer to their customers, whether through senior leaders watching highlight reels or new starters hearing product feedback for the first time. Dovetail seamlessly brings customer intelligence to all Zapier team members, wherever they are.
Ch.04
Combatting mental overload with simplified customer intelligence
As a fully remote company, Zapier team members often struggle with processing and retaining information shared through numerous documents and platforms. Dovetail combats this mental overload by consolidating and organizing customer intelligence into simplified insights, reducing stress for Roy and his team.
By centralizing insights in one accessible platform, Zapier saves tens of hours weekly, allowing teams to focus on what truly matters instead of searching for customer data or duplicating efforts. This streamlined access to data accelerates learning and product development, ultimately leading to decisions that delight their customers.
