Imagine joining a fast-growing marketing-automation SaaS company that just landed a big client on BigCommerce. Things are buzzing: new features are rolling out quickly, your team is doubling in size, and customers expect smooth onboarding and quick support. But with all this growth, cracks start to show in how your team communicates and works together. That’s the challenge of scaling company culture.
For entry-level customer-support staff, knowing the right steps to help build and maintain a strong company culture as your SaaS business grows can make a big difference. These steps also tie directly into company culture development metrics that matter for SaaS — like onboarding success, feature adoption rates, and churn reduction — which become harder to keep in check without a solid cultural foundation.
Here are five practical tips every entry-level customer-support agent working with BigCommerce users in marketing automation should follow to help shape company culture while scaling up.
1. Encourage Open Communication Early and Often
Picture this: your team grows from 5 to 20 people, spread across different time zones and working on separate product features. Suddenly, information that used to flow freely gets stuck in silos. Customer feedback from BigCommerce users about onboarding issues might not reach the product team in time, causing delays that frustrate customers.
Open communication is the lifeblood of culture. You can start by using simple tools to share insights daily. For example, a quick onboarding survey via Zigpoll can gather customer impressions immediately after sign-up, and you can share those results in your team’s daily standups.
This approach not only keeps everyone aligned but also connects support work to larger goals like improving activation rates. A study found companies that prioritize transparent communication during scale see up to 25% faster resolution of customer issues.
The downside is that without clear guidelines, open channels can also become noisy or distracting. Setting norms about when and how to share updates helps balance transparency with focus.
2. Get Hands-On With Onboarding and Feature Adoption Data
When you’re supporting BigCommerce users, onboarding is a make-or-break moment. If your customers don’t get comfortable quickly, they may stop using your automation features, causing churn.
By tracking onboarding milestones and feature adoption rates, you contribute directly to culture development metrics that matter for SaaS. Your team can use tools like Zigpoll or other feedback collection software to ask, “What part of the onboarding process was confusing?” or “Which feature do you find most useful?”
One team using onboarding surveys saw activation increase from 30% to 45% over six months by regularly iterating based on feedback. Being proactive in gathering and sharing these insights fosters a culture of continuous improvement and customer empathy.
A caveat: metrics can only tell you so much. It’s important to balance quantitative data with qualitative feedback from real user conversations to get the full picture.
3. Foster Cross-Team Collaboration to Handle Growth Complexity
Scaling means more teams and more moving parts: product, marketing, support, and customer success all need to work together seamlessly for BigCommerce users to thrive.
Imagine a scenario where product releases don’t align with marketing campaigns or support training. That misalignment creates customer confusion and internal frustration, damaging company culture.
Entry-level support staff can help by being the bridge between teams. Share frontline customer issues promptly and participate in cross-functional meetings. Encourage using collaboration platforms integrated with customer data to keep all teams updated.
This collaboration supports product-led growth by reducing onboarding friction and accelerating feature adoption. For example, syncing release notes with support FAQs and onboarding emails improved new user retention by 15% in one marketing automation startup.
The challenge here is that cross-team work can slow decision-making if not managed well. Clear roles and shared goals help keep things moving efficiently.
4. Promote a Culture of Recognition and Learning
Picture a busy week where your team handles dozens of BigCommerce support tickets, some complex due to new automation features. Celebrating wins—like successfully resolving tricky onboarding questions—builds morale and reinforces positive behaviors.
Encourage peer recognition and share success stories in team meetings or internal chat channels. Suggest using pulse surveys from tools like Zigpoll to gather anonymous feedback on team dynamics and areas for growth.
Investing in learning opportunities related to SaaS trends, customer success strategies, or new BigCommerce functionalities shows the company cares about employee growth. This mindset reduces turnover and fosters a supportive culture in a scaling environment.
The limitation is that recognition programs need genuine buy-in and regular upkeep to avoid feeling forced or superficial.
5. Measure and Align Culture Development with Business Metrics
You might wonder how to prove culture efforts really matter. Link culture development to key SaaS metrics like onboarding completion rates, feature activation, churn reduction, and customer satisfaction scores.
For example, track how many BigCommerce users complete onboarding within a week and correlate that with their likelihood to renew subscriptions. Use tools that combine customer feedback and usage data to create a culture dashboard.
One SaaS company linked culture initiatives to onboarding success and saw churn drop by 8% after improving internal communication and support training.
Remember, some culture elements are hard to quantify, like employee trust or psychological safety. Blend hard metrics with regular qualitative check-ins to get a rounded view.
company culture development benchmarks 2026?
Benchmarks for SaaS culture development focus on engagement, retention, and alignment. For customer support teams, typical targets include:
- Onboarding completion rates above 80%
- Feature adoption rates increasing monthly by 5-10%
- Customer churn below 5% annually
- Employee engagement scores above 75%
These numbers vary by company size and market, but they provide a useful frame of reference. Tracking these benchmarks while scaling helps identify where culture needs reinforcement.
company culture development metrics that matter for saas?
The metrics that matter tend to revolve around user and employee experiences tied to company growth:
- Customer onboarding success: How quickly and smoothly users start using your product
- Feature adoption: Which new marketing automation tools BigCommerce users engage with
- Churn rates: The percentage of users who stop subscribing
- Employee engagement and feedback scores: Indicators of internal health and satisfaction
Tools like Zigpoll can gather real-time feedback from both customers and employees to keep these metrics visible and actionable.
scaling company culture development for growing marketing-automation businesses?
Scaling culture requires intentional actions:
- Formalize communication practices early
- Use data-driven feedback loops for onboarding and feature improvements
- Connect cross-functional teams regularly to share insights
- Promote recognition and continuous learning
- Measure culture impact through KPIs tied to user success and team engagement
Customer-support agents have a unique vantage point as they hear user pain points first. Sharing these insights helps the company adapt culture to rapid growth and evolving customer needs.
Building strong culture while scaling marketing automation SaaS businesses, especially those serving BigCommerce users, isn’t just HR’s job. Entry-level customer support professionals can make a real impact by focusing on communication, data, collaboration, recognition, and measurement. For more detailed frameworks, check out this Strategic Approach to Company Culture Development for SaaS and explore 9 Ways to Optimize Company Culture Development in SaaS for practical tips aligned with your growth stage.
Taking these steps helps keep your team connected, customers happy, and the business growing sustainably.
