A company's treatment of its customers is a crucial indicator of its overall quality and reputation. A good acid test for evaluating a company's service is to contact their support team and report an issue, such as forgotten account details. This reveals how the company treats its existing customers, which can be very different from how they treat prospects or leads in their pipeline. Companies often prioritize minimizing support costs over providing excellent customer service, using tactics like difficult-to-reach support channels, complicated processes for reporting issues, and auto responders that point to FAQs. However, a better approach is to make it easy for customers to contact support while also using every conversation to improve the product and delight future customers. This can be achieved by offering simple contact methods and tracking "Contacts Per X" (CPX), which measures the number of customer contacts per significant event in the product, such as sign-ups or orders. By focusing on defensive design and proactive customer communication, companies can drive down CPX to zero and provide great support that is both easy and necessary for their customers.