A lot of teams treat customer support as a cost center. We don’t. Instead, support is one of our strongest retention levers. In user interviews, customers (unprompted) brought up how much they loved our customer service. Many mentioned it was the reason they trusted us over cheaper alternatives. It wasn’t just about fast replies—it was about thoughtful, helpful responses that made them feel taken care of. In our tickets, the praise was constant: “This is why I use Parallax.” “Your team is amazing!” “Best customer service ever!” “Way better than [competitor].” It’s shocking to me how low the bar is today, especially in fintechs. But it’s also why investing in quality support (rather than just treating it as an expense to minimize) is a superpower. Customer trust compounds, and support is often the first and last touchpoint that drives it. AI is making this function faster and more scalable—and that’s a good thing. But I hope more teams still see support for what it is: a powerful driver of retention and trust, not just a cost to minimize. Takeaway: Support isn’t just a cost to minimize but a powerful unlock to gain user’s trust and keep them around. Kudos to Victoria Chua who leads all things customer support with grace, empathy and strength! ❣️ View original post on LinkedIn.