Customer support teams are the face of the company. They play a critical part in sales and word-of-mouth marketing, work side-by-side with product teams and have a seat at the table regarding company decision making.
Modern customer support is a much more all-encompassing role that plays a part in the entire customer lifecycle — from acquisition to retention.
The new customer support applies customer service principles in helping customers solve problems and make decisions but, in addition, functions as part sales, part tech support, and part customer success.