At Intercom, a company that has worked hard to find a way to do both – to provide a great customer experience and operate with the efficiency that their company and team needs. They've achieved this balance by investing in a modern approach to customer support, called conversational support, which enables them to strike the balance between what's good for their company and what's good for their customers. This approach allows them to achieve high levels of efficiency and an enjoyable, personalized customer experience. The conversational support funnel is a powerful framework that can be used by businesses to achieve this balance, whether they are more like Zappos or Comcast. By using tools such as targeted messages, chatbots, and help articles, businesses can move from one-to-one customer interactions to many conversations at scale with automated and proactive support. This allows them to increase efficiency while improving customer satisfaction. The goal is not just a balance between customer experience and efficiency but also a strategic investment in creating a positive force on revenue.