Cryptocurrency startup Coinbase has hired a former Twitter executive in an effort to shore up its customer support teams.

Tina Bhatnagar will serve as vice president of operations and technology, according to a Monday announcement. In that role, Bhatnagar – who at Twitter was VP of operations and user services – will lead teams connected both Coinbase and GDAX, its digital asset exchange.

Prior to her role for Twitter, where she worked for five-and-a-half years, Bhatnagar served in executive positions at Salesforce and IBM, according to her LinkedIn profile.

"It’s an exciting time, with Coinbase and crypto in the public eye more than ever before, but that also means it’s an even more critical moment to stake our position. And this can only happen if we do right by our customers every single day," Bhatnagar said in a statement.

That Coinbase would look to bring in some notable talent on the customer service side is perhaps unsurprising, given the platform issues the site has experienced amid a period of heightened trading activity around cryptocurrencies. The startup has faced criticism from some quarters of its user base about the issues.

In the announcement blog, CEO Brian Armstrong noted that last week's price decline resulted in "record volumes and traffic to our products," saying that despite some "minor hiccups" Coinbase's exchange was able to remain online through most of the period of elevated demand.

Disclosure: CoinDesk is a subsidiary of Digital Currency Group, which has an ownership stake in Coinbase.

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