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About the company
Bynder is a global leader in AI-powered digital asset management (DAM), helping brands conquer content chaos with the most intuitive and richly integrated platform in the industry. With over 600 employees and eight offices worldwide, Bynder powers over 1.7 million users at 4000+ organizations, including Spotify, Puma, Five Guys, and Icelandair. Founded in 2013 and headquartered in Amsterdam, Bynder combines an enterprise-grade platform with powerful agentic AI capabilities and DAM expertise to empower global brands with the confidence to lead their markets.
Wesley Gibson, Revenue Operations Manager at Bynder, oversees process optimization and tooling for the global Customer Success organization.
Too many tools, too little control over customer communication
Bynder’s Customer Success team handled nearly 200 customer conversations a day across the USA, APAC, and EMEA. Most messages came from SMB customers asking about features, adoption best practices, renewals, and occasional support issues. But their tools slowed them down. The team jumped between Zendesk, Gmail, and Salesforce just to respond to a single customer, wasting valuable time and context.
Their key challenges:
- Juggling disconnected systems: CSMs switched constantly between platforms, using Gmail to reply, creating tickets in Zendesk, and checking account ownership in Salesforce.
- Spending hours on manual assignment: Each CSM took turns assigning emails, spending 10 to 60 minutes per shift just to balance workloads.
- Missed conversations: Without routing or reminder rules, emails often went unassigned or stalled during handoffs.
- Losing track of progress: Managers couldn’t see how quickly the team replied, whether they met SLAs, or which requests still needed attention.
- Manual data entry: CSMs checked Salesforce manually to find account owners or update details, which led to errors and delays.
“Zendesk worked for ticketing, but it never fit how a Customer Success team operates. We needed a system built for relationships, not requests.” — Wes Gibson, Revenue Operations Manager, Bynder
Finding a simpler way to manage customer success
When Wes reviewed the Customer Success team’s workflow, he saw that the systems meant to help them were holding them back. The team used three platforms to manage one customer request, slowing response times and complicating ownership. Wes wanted to bring everything into one clear, automated flow that gave every manager complete visibility into team performance.
He evaluated multiple customer support and success tools, but most failed to handle the level of automation and customization the team needed. Some struggled with complex routing rules; others lacked the reporting flexibility required for global operations.
Hiver stood out because it allowed the team to:
- Automate routing and triaging based on Salesforce data and custom fields, eliminating manual distribution and giving every email a clear owner from the moment it arrives.
- Track SLAs and workload in real time, making performance visible to both CSMs and managers.
- Scale easily across regions, aligning SLAs, Automation rules, and response standards for both U.S. and EMEA teams.
Wes led the rollout in phases, starting with the U.S. team. He worked closely with Hiver’s onboarding specialists to set up automated routing, define SLAs for different customer requests, and design reports highlighting adoption, renewals, and risk. Within weeks, both regional teams were running on one streamlined system.
“We wanted a setup that worked for people, not against them. Once we automated the basics with Hiver, the team finally had time to focus on customers instead of chasing processes.”
Building structure, speed, and accountability into every interaction
With Hiver in place, Bynder’s Customer Success team built an operational framework that made every customer interaction traceable, measurable, and easier to manage. Wes Gibson and the operations team used Hiver’s Automation, Tagging, and reporting features to connect ownership, visibility, and performance into one cohesive system.
1. Automating assignment through Salesforce
Wes used Hiver’s Salesforce integration that automatically assigns each incoming conversation based on ownership data. When Salesforce identifies an account owner, Hiver routes the message directly to that person. When no owner exists, the Round-Robin Automation distributes the conversation evenly among team members. This automation ensures that every request lands with a clear, accountable owner.
2. Organizing work with Tags and Custom Fields
The team uses Tags to classify conversations into categories such as risk, expansion, renewal, or adoption categories. These Tags trigger routing rules and help CSMs focus on priority accounts. They also use Custom Fields to record follow-up dates, renewal notes, and key details, allowing CSMs to schedule reminders and maintain structured outreach without switching tools.
3. Enforcing SLAs and response discipline
Bynder configured SLA policies that define specific response timelines for different types of customer requests. Hiver automatically notifies the assigned CSM when an SLA nears violation and escalates overdue items to managers. This process keeps teams responsive and aligned on expectations.
4. Creating shared visibility through Reports and Dashboards
Wes worked with Hiver’s team to create Reports and Dashboards that surface live insights into open conversations, tag distribution, and SLA adherence. Managers use these views to monitor activity across regions, identify workload trends, and track recurring customer themes.
5. Speeding up recurring communication with templates
The team developed email templates for common workflows—such as offboarding, overages, and onboarding follow-ups. These templates include dynamic placeholders and internal links to resources, ensuring messages remain personalized and accurate while saving time for CSMs.
6. Enabling collaboration and smooth handoffs
CSMs use Shared Drafts and Notes to collaborate on customer responses. When new team members join, they can co-write email responses with experienced peers, receive quick feedback, and align on messaging before sending them out. This approach keeps responses consistent and helps onboard new hires faster.
These capabilities helped Bynder create a more organized and predictable workflow for its global Customer Success team.
“Every improvement we made with Hiver strengthened how our team operates. What used to take five steps now happens automatically—and everyone knows exactly who owns what.”
Wes Gibson
Revenue Operations Manager
Customer success that runs on clarity and automation
Bynder’s Customer Success team runs faster and operates with complete visibility. Hiver helps them act on every conversation instantly, assign ownership automatically, and track performance without switching tools.
1. Automations reclaim 84 hours each month
Hiver triggers over 2,500 automated actions monthly, routing and closing conversations through Salesforce-based rules. These workflows replace manual distribution and free up 84 hours every month for high-value customer conversations.
2. Tags organize communication and save 32 hours
Hiver applies more than 1,900 tags per month to group conversations as renewal, adoption, expansion, or risk. Automated tagging and routing keep inboxes organized and save 32 hours monthly that CSMs once spent sorting and searching.
3. The team saves 198 hours every month overall
Through automation, tagging, templates, and shared collaboration, the team now saves 198 hours each month—time they reinvest in proactive customer outreach and follow-ups.
4. Managers track ownership in real time
Every conversation now shows a clear owner, SLA status, and Tag. Managers review active threads instantly and maintain 100% visibility into who owns each request.
5. CSMs respond faster and more consistently
SLA rules and reminder workflows keep the team aligned. CSMs cut their first-response times by over 50% and maintain consistent follow-up across time zones.
6. Customers engage more and renew faster
Direct communication with CSMs has strengthened trust and responsiveness. The team reports higher reply rates and more proactive renewal discussions, as customers see their success managers as true partners—not support agents.
“Hiver helped us close the gap between volume and visibility — and built a system where every action connects to impact.”
Looking forward
Bynder’s Customer Success team plans to push Hiver further with AI and smarter reporting. Wes Gibson wants to make the system anticipate needs, highlight risk early, and help managers act faster.
The team has already started using AI Sentiment Analysis to detect tone in customer emails and AI Tagging to automatically spot renewal signals, churn risks, and adoption gaps. Wes and his managers will test, review, and fine-tune these systems until they mirror real human judgment.
Next, Wes plans to build custom dashboards that show renewal health, adoption progress, and team performance for both the U.S. and EMEA regions. He also continues to refine SLAs and workflows so that every regional team operates with the same speed, visibility, and accountability.
“We’ve moved past managing volume. Now we’re building intelligence that helps us lead with precision.”
Conclusion
Bynder’s Customer Success team turned operational complexity into a unified, high-performing system with Hiver. What once demanded manual effort now runs through structured automation, shared visibility, and clear accountability.
With Hiver, the team doesn’t just respond faster — it runs smarter, using data and automation to strengthen every customer interaction. Managers can track ownership, CSMs can act confidently, and leadership can scale more clearly.
As Bynder continues to expand, the foundation it built with Hiver ensures consistency and control at every level — proving that structure and speed can grow together.
