I notice things.

The billing automation that’s missing the one piece of information that would prevent 1,200 follow-up emails a month. The AI chatbot that answers “how much does this cost?” instead of getting curious first. The knowledge base with hundreds of articles that should be a fraction of that — hiding a migration bug nobody caught. The help center full of dead links and information that doesn’t match what customers actually need to make decisions.

But I also notice the quieter stuff.

The customer setting up a new product who’s probably anxious and needs reassurance — not just instructions. The customer who gets bounced from chat to email and feels like the company doesn’t want to help them. The support team protecting a process because they don’t understand what it feels like on the customer’s end.

None of this happens because a company doesn’t care. It happens because the gap between intention and experience is almost impossible to see from the inside — especially when you’re busy running the business.

Most people come to me thinking they’re underutilizing Intercom. Usually, they are — but not in the way they expect.

I dig into the data, the conversations, the workflows, and the operations underneath — and surface what’s really going on.

Sometimes I think of that work as care translation: noticing where your systems are quietly sending a different message than you intend, and helping them work the way you meant them to.