But of course, brands didn’t arrive at this realization overnight. It has taken time for organizations to shift their focus sufficiently to view CX as something other than a cost of doing business. And while today the overwhelming majority of businesses — especially those operating in competitive markets or in commoditized sectors — understand how CX serves as a strategic differentiator, many still need to widen that understanding further.

And that’s because a sizable number of organizations continue to view the provision of technical support as a standalone, costly service, rather than a critical component of their overall CX strategy.

When tech support is correctly treated as an integral element of an overarching customer experience strategy, it transforms into a powerful means of understanding customer needs, of revealing valuable insights, of influencing and steering future product and service development and, crucially, of driving higher revenues.