This year, Scale launched with a focus on how industry leaders are propelling their companies forward by keeping their customers front and center. The launch coincided with the COVID-19 pandemic, which accelerated businesses' moves online to recreate personal connections with buyers. Scale explored key trends and emerging ways of thinking in customer support, including conversational support and its evolution into a value driver. Industry leaders discussed the importance of strong customer relationships, balancing efficiency with customer outcomes, and proactive CX strategies. The year also saw unprecedented accelerations in technology usage, highlighting the need for personalized, customer-centric approaches to navigate this new landscape.