The RingCentral Playbook with Faiza Hughell (CCO, RingCentral) and Tiffany Luck (GGV Capital) | Summary and Q&A

October 27, 2021
GGV Capital U.S.
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The RingCentral Playbook with Faiza Hughell (CCO, RingCentral) and Tiffany Luck (GGV Capital)


Faiza Huell, Chief Customer Officer at RingCentral, shares insights on the company's journey, the importance of building for the future, adapting to rapid growth, and empowering SMBs in the tech industry.

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Key Insights

  • 🤩 Building for the future and scalability are crucial for SMBs, as growth and adaptability are key factors in success.
  • 😄 Emphasizing ease of use and simplifying processes is essential to meet the evolving needs of SMBs and customers.
  • 🏂 Establishing a customer advisory board and fostering a sense of community can provide valuable feedback, learning, and support for SMBs.
  • 💦 Digitizing operations and focusing on work-life balance are important considerations in a hybrid workforce environment.


liza thank you so much for joining us today happy to be here tiffany thanks for having me yes so this is our favorite event of the year smb tech summit it's our third year doing this and you and i are going to start off the day so kick us off on a positive note and share a lot of excitement so really excited about that awesome well i love talking a... Read More

Questions & Answers

Q: What advice does Faiza Huell give to SMBs regarding building for the future?

Huell advises SMBs to focus on scalability and rapid scale, ensuring that processes and strategies are designed to accommodate future growth. She encourages SMB owners to think beyond their current needs and anticipate their customers' future needs.

Q: How does RingCentral gather feedback from customers and incorporate it into their product roadmap?

RingCentral utilizes various methods, such as customer advisory boards, surveys, and personal interactions, to listen to their customers' needs and experiences. This feedback is then analyzed and used to inform the company's innovation roadmap and drive product development.

Q: How does RingCentral foster a sense of community among its customers?

RingCentral organizes customer advisory boards, webinars, and events like RingCentral Connect to facilitate interactions between customers. They focus on building meaningful relationships, fostering a sense of community, and encouraging customers to learn from and support each other as they navigate their business challenges.

Q: What challenges do SMBs face in the evolving hybrid workforce environment, and how is RingCentral addressing them?

In a hybrid workforce environment, RingCentral's focus is on digitizing operations and ensuring ease of use for both employees and customers. They aim to provide a seamless user experience across multiple devices and modes of communication, emphasizing the importance of human connection in a virtual world.

Summary & Key Takeaways

  • Faiza Huell discusses her 11-year journey at RingCentral, witnessing exponential growth and the company's focus on revolutionizing business communications.

  • She emphasizes the need for SMBs to build for the future and think about scalability and growth, rather than quick fixes.

  • Huell highlights the importance of adaptability and shares the example of Netflix's successful pivot as inspiration for SMBs to navigate evolving markets.

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