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How Phi built DigitalOcean's technical CX org across APAC.
Cloud · Customer ExperienceThe outcome
The challenge
Product-usage lag in APAC.
As DigitalOcean expanded into APAC, they hit a common scale-up friction: slow onboarding, product confusion and support gaps across technical teams in emerging markets. Demand was strong, but activation lagged, and users often struggled to understand the full power of DO's cloud infrastructure.
01
Regional support gaps
Coverage gaps across APAC time zones and markets.
02
Technical knowledge barriers
New users faced steep technical onboarding hurdles.
03
Slow activation
Slow time-to-value held back adoption.
04
Language & culture
Cultural and language challenges in customer support.
What Phi built
A full-lifecycle CX org in APAC.
DigitalOcean engaged Phi to build and operate a technical CX organization from the ground up. Not just support: onboarding, education, implementation and retention as one lifecycle system.
01
Customer Success Managers
CSMs owning activation and retention across accounts.
02
Onboarding Specialists
Getting new customers live and to first value fast.
03
Technical Support Engineers
Multichannel technical support across the region.
04
Cloud Implementation Engineers
Hands-on implementation for complex deployments.
Execution
Execution layers.
01
Live onboarding & playbooks
Built live onboarding flows and self-serve playbooks for early adoption.
02
Multichannel support
Implemented Intercom and Zendesk for multichannel support.
03
24/7 regional coverage
Created regional coverage plans to ensure round-the-clock APAC responsiveness.
04
Docs, SOPs & training
Delivered training materials, SOPs and CX documentation for internal teams.
Results
Outcomes.
01
+8 NPS
NPS increased by 8 points across APAC.
02
Faster resolution
Response times improved, enabling faster issue resolution.
03
Lower churn
Churn decreased in key startup and dev-heavy cohorts.
04
Scalable CX
DigitalOcean now has scalable CX systems for global regions.
“The CX systems Phi built didn't just improve retention. They created trust and advocacy in new markets.”
More proof
The same machine, other markets.
The same machine, pointed at your number.
How Phi built and ran a full-lifecycle technical CX organization for DigitalOcean in APAC: NPS up 8 points, faster resolution and lower churn.