If you could build a support organization from the ground up, what would you do differently this time? Take an insider's look at the successes and setbacks while building the support team at Braze, a fast-growing start-up that has over 1.5 billion monthly active users and sends tens of billions of personalized messages every month. How do you deliver support at scale while maintaining a personalized experience for your customers and also your employees? This presentation is not about best practices, it's about exploring the journey of a fledgling support organization finding its wings in the midst of a rapidly scaling start-up, and the lessons that were learned along the way. This is a "roll up your sleeves" view of what went well, what didn't, and the practices that led to significantly improved response times, resolution times, and employee retention during the first 365 days of the Braze Support Department.