Crypto operations have had to pivot significantly since crypto prices and public opinion have waned. By emphasizing retention and transparency, surviving crypto platforms—as well as newcomers—have moved to build out their communications, support, and research teams, solving for sustainable and informative relationships with users.

Prioritizing communication

With the series of scandals that have plagued the industry, consumer apprehension is far higher than it was even two years ago. Operations teams have to emphasize clear communication as a result with a number of stakeholders. That includes employees, who may seek to understand the regulatory status of a platform’s products and services, and who are among a brand’s most important ambassadors and stewards of consumer trust.

Hiring teams may therefore see greater demand for internal communications roles and practices, as well as executive pressure to build out more multifaceted communications teams.

Bolstering support teams

With public relationships relatively strained, crypto platforms may see long-term value in doubling down on their support teams. Previously minor issues—in onboarding, operations, and other flows—may become disproportionately significant today, compelling users to invest in other assets and sign up for more established services.

Larger support teams can spend more time on customer complaints, creating high-touch engagements that both retain customers and potentially differentiate crypto companies from more traditional competitors. These teams can also work in conjunction with communications departments to build out higher quality asynchronous support content.

Scaling user research

Recruitment teams may also expect to hire more user research-focused employees. If venture capital firms are more selective about the crypto companies they invest in, they may demand more evidence of product-market fit. Showcasing the need for a crypto-based solution through qualitative and quantitative methods may become a prerequisite for more funding.