At Zendesk Showcase London, Geckoboard CEO Tom Randle sat down with Chris Brogan, VP of Customer and Risk Operations at Token.io, for a fireside chat about how their support team is doing something pretty radical: turning customer data into a strategic asset across the company.

What followed was a goldmine of insights into how support dashboards are transforming Token’s operations, culture, and even hiring decisions.

Here are 9 lessons from their conversation.

1. Data is for everyone, not just the C-suite

When Chris joined Token, he quickly realized he had become the gatekeeper of customer data. Everyone, from senior leadership to frontline teams, needed insights, but there was no easy way for them to access it.

“Very early on I found I was getting a lot of requests from senior management,” said Chris. “What’s happening with tickets? What’s going on with the customer journey?”

His solution? Dashboards that made data instantly visible across the business.

“The learning curve was short, and it put data at everyone’s fingertips. Now even our CEO builds his own dashboards.”

2. Dashboards are drivers for cultural change

Chris described a real shift in how Token’s customer teams operate since they introduced dashboards.

“I used to see myself as the data architect,” he said. “But that’s changed. Everyone is naturally curious now. They create dashboards themselves.”

The visibility dashboards provide has led to more ownership, more curiosity, and ultimately, a more proactive culture.

3. Dashboards aren’t just for inbound support

Token even shares dashboards with the sales team to give them a transparent view of their support interactions. It’s helped CSMs have more informed conversations and made QBRs far more effective.

“These are the regular issues we’re seeing. This is your ticket volume. This is how quickly we’re resolving them.”

4. Support can own a company-wide OKR

Token’s support team is so embedded in operations that they now own a company-wide OKR: Zero percent churn related to support.

“It’s a bit of a mouthful,” said Chris. “But we’re proud of it.”

Their dashboard tracks this OKR with metrics like CSAT, NPS, and other custom data points tailored to their B2B model.

“We don’t use customer effort score,” Chris noted. “In B2B, you’re talking to the same people again and again, it’s more about relationships.”

5. Dashboards help teams swarm around problems faster

Token’s dashboards automatically post into Slack, where issues are spotted and addressed quickly.

“The dashboard pops up, and we just comment underneath to figure out what’s going on,” Chris explained.

This quick visibility has drastically improved cross-team collaboration and responsiveness.

6. Visibility leads to empowerment

Chris believes that giving the team access to data has helped elevate their role and impact.

“They’re not just another ops team on the side anymore. They’re on the forefront of decision-making. They’re more passionate. They’re more analytical.”

One support agent even built automations using Zapier and transitioned into an engineering role, thanks to the initiative sparked by data access.

7. Forecasting is the next big focus

Chris is now thinking about how to forecast ticket volume using dashboards.

“Turns out, payments are seasonal. People get paid at the end of the month, and support volumes spike dramatically.”

The goal is to predict staffing needs based on transaction volumes and ticket history.

8. AI is promising, but not quite there yet

Token is trialling AI for support in the UK, but their German regulator is very strict when it comes to rolling out new tools.

Because many of their tickets are high-touch and highly technical, Chris says AI still isn’t a perfect fit.

“We don’t get a lot of one-touch requests. But when the compliance hurdles are cleared, we’re ready.”

9. Data visibility can change how you hire

Finally, Chris shared how all this data visibility has influenced how he hires.

“We used to hire based on product knowledge. Now we’re looking for self-starters, people who want to problem-solve. You don’t need to understand open banking. You need to want to dig into problems and fix them.”

The takeaway

Support teams sit on some of the most valuable customer data in a company. At Token.io, making that data visible through dashboards has transformed support from a reactive function into a strategic powerhouse.

Whether it’s improving collaboration, driving culture change, or influencing hiring decisions, Chris and his team have shown what’s possible when support teams lead with data.

Thanks to Zendesk for hosting the conversation, and to Chris and Tom for the insights.