Support is a product feature

When customers choose between two similar products, they're also choosing the people behind them. A fast, human reply during a stressful moment builds more trust than any feature list.

I treat every support message as free research. If three people ask the same question, the interface is wrong, not the people. Fixing the screen beats writing a better answer.

I keep replies short, specific and honest, including when the answer is "that's my mistake, here's the fix." People forgive bugs. They don't forgive silence.