At Cloudsmith, they acknowledge that customer support is broken in many organizations, citing factors such as online documentation, reliance on user communities, treating customer support as a cost center, and isolating it from the business. They claim to do things differently by prioritizing customers' needs, being responsive and proactive, and integrating customer success into the product itself. This approach allows for automated processes, open communication channels with customers, and a focus on delivering maximum value and learning together. By putting the customer at the center of their strategy, Cloudsmith aims to provide a better experience and retain customers, despite being a smaller organization.