The future of customer support is shifting towards a more personalized, efficient, and proactive approach. This involves delivering in-context support through messaging channels, supplementing with self-serve tools and automation, prioritizing employee experience, and leveraging data to drive targeted engagement. By adopting these four foundational beliefs, businesses can unlock benefits such as greater customer satisfaction, improved efficiency, deeper engagement, and happier support teams. A next-generation customer support tool is needed to facilitate this transformation, providing a modern and user-friendly interface that enables support teams to work more effectively and deliver exceptional experiences for customers.