The Record - Issue 18: Autumn 2020

83 Another organisation that Freshworks has partnered with is customer experience consul- tancy firm AmberLeaf Partners. AmberLeaf is helping to improve experiences for its clients by equipping them with Freshworks prod- ucts. Customers can select the most practical solutions that will add business value, balance cost, and provide strategic direction for their organisations. “Through this partnership, Freshworks has helped customers establish communication across the organisation, increase productivity, and collaborate effectively on day-to-day tasks,” says John Kariotis, partner at AmberLeaf. Freshworks is also leveraging its relationships to efficiently scale and expand its reach through its partners who develop joint solutions to bet- ter serve the needs of its client base. “SHI, for example, has a specific group focused on Microsoft, so we are working with those partners to ensure that our product is tightly aligned with Microsoft’s solutions and the end-customer’s needs,” says Jaffari. “As they are talking to their clients, they can share how we work with various Microsoft solutions. “The partner community is generally much closer to the end customer, so they are aware of initiatives and solutions that they are look- ing for. These partners often also want to be the technology partners for their clients, so they need to be able to offer the right solutions. This is where Freshworks comes in. We pro- vide incentives and co-selling opportunities, and we can support these partners with our product and technology expertise as they drive sales engagement.” In addition to providing Microsoft-aligned solutions and integrations, Freshworks uses the company’s technologies to improve its own business operations. “We are a big user of Microsoft Azure Active Directory across the business,” says Jaffari. “We also leverage Power BI to analyse and measure internal processes across every department.” Collaboration has clearly been a key part of Freshworks’ business approach in recent years, and Jaffari believes that this ‘joint effort’ mind- set will continue to be relevant in the coming months, as the world begins to recover from the effects of Covid-19. “It is true that the technology industry has fared better than others during this time, but it would not be fair to say that it has not been affected,” he explains. “We have customers who have been heavily impacted, for example those involved in travel and hospitality, and this has had a ripple effect on us, as the technology partner. “But we have also seen a positive side to this crisis where we have been able to add value – we have supported many organisations and institutions such as hospitals and healthcare providers, to reduce the impact. When the pan- demic really took effect in early 2020, there was a lot of uncertainty and questions from com- munities that our customers could not keep up with. We worked with them to enable bots, cus- tomer portals and other feedback mechanisms, to efficiently handle inquiries and keep up with the flow of traffic. Thanks to our partners we have been able to extend our capabilities to more customers during this time which has been essential to their survival.” Learn more about Freshworks’ products at freshworks.com/therecord