Last year's cryptocurrency craze brought a customer relations crisis to Coinbase. The San Francisco-based company was struggling to cope with an increase in volume. Customer Support was not working properly and the GDAX exchange (now Coinbase Pro) was not working properly.
Because of this situation, the board decided to hire Tina Bhatnagar, a Twitter veteran with all the merits of her career. In a few months, she put out the fires. Now the company's reputation as a customer is growing.
— Brian Armstrong (@brian_armstrong) July 23, 2018
How Did Ms. Bhatnagar Achieve Improved Operations At Coinbase?
The Coinbase digital currency exchange was on a rocket trip last year. So he was signing an avalanche of new retail and institutional clients eager to be part of the cryptos enthusiasm. But the explosive growth has also resulted in an uneven customer service experience, including complaints of interruptions and slow response times.
At that time, Coinbase responded in part with a wave of recruitment. On January the 22nd of this year, the company announced a new vice president of operations and technology: Tina Bhatnager. Which was on Twitter for five and a half years. Which is her greatest merit? Helped escalate Twitter's customer service team from a basement operation to a global force.
Bhatnager's Twitter time, which had moments of chaos and controversy, was probably the necessary experience that allowed this executive to handle herself so well in the world of cryptocurrency.
“Not only did [Bhatnager have] the depth of experience, but also the right temperament: assertive enough to take control, while patient and empathetic to our customers’ plights,”
said Coinbase CEO Brian Armstrong in a blog post when announced the hire.
In an interview with Fortune, Bhatnager said she was attracted to Coinbase because she wanted to join a fast-growing company and because of her longstanding interest in cryptocurrency.
“If you asked people five years ago if crypto was around for long run, most would say no but today it’s obvious it’s something the world needs … It could make big impact in financial services,”
So far this year, Bhatnager says his top priorities include continuing to improve customer service and helping Coinbase expand its scale. It also manages an institutional platform known as GDAX – now the exchange managed by Coinbase is known as Coinbase Pro.
Other Coinbase Improvement Areas This Year
Coinbase has attracted the crypto community because it offers attractive trading fees, and people feels comfortable with them.
Late last year, the company hired Asiff Hirji, former senior executive of Hewlett-Packard and TD Ameritrade, as its President and Chief Operating Officer. Around the same time, Coinbase also added David Marcus, vice president of messaging products for Facebook and former president of PayPal, to its board of directors.
While Coinbase continues to grow, it also faces challenges, including the latest recessions in the general cryptocurrency market and expenses related to its legal battle with the IRS.
Meanwhile, the company is expected to complete the expansion of its digital currency offerings following the announcement of its recent exploratory listing to include new cryptocurrencies to its services.