Effective tech support goes beyond simply addressing customer complaints. It’s a means of capturing insights and building customer connections that can inform business decisions across an organization.

When integrated into the wider CX function, tech support becomes a strategic differentiator, enabling organizations to create lasting value for customers and themselves. Companies that invest in comprehensive tech support can enhance their competitive edge.

However, failing to widen that view so that tech support can be seen for what it really is and really could be, will ultimately hinder growth, dent customer satisfaction and weigh on operations as a financial burden rather than as means of increasing revenues.

Nevertheless, even for organizations that can see the benefits of treating tech support as a way of adding value rather than simply managing costs, success is contingent on understanding how a change in strategy will change their business and how to assess potential partners to ensure they’re capable of orchestrating that change.