Utilise the Xero support team to write the XERO Customer Requirements specification for XERO 2.0
Having developed and managed both hardware and software development products for many years, Xero has the best product support I have seen.
They are all very knowledgeable of the Xero product and the customers that continually moan at the short comings of a very poorly designed product.
My advice, is to utilise the product support team to write the customer requirement specifications of the Xero product, using the Product Idea portal and the "competition" as the starting point of Xero 2.0. Then the development team can write the software and then let the product support team alongside Xero customers "test" the product during the "beta testing" phase before release.
Also invest in automatic testing to speed up the bug fix / new release cycle.
Then, the Xero product offering would meet the customer requirements, the Xero product would be "fit for purpose" and better, faster and more innovative product releases, requiring less customer support because there are less bugs/missing features!
The number of staff doesn't decrease but Xero moves from plugging the holes in the sinking ship to rebuilding a new watertight ship.
Win Win