The internet is driving an explosion in customer choice, allowing businesses to easily switch to those who provide better experiences. Customer expectations are rising, and they expect faster support resolutions. Businesses that invest in a messenger-based approach to customer support, known as the Conversational Support Funnel, are growing faster and seeing happier customer scores. The funnel has three layers: Proactive Support, Self-serve Support, and Human Support, which work together to provide efficient and effective support. With the global pandemic accelerating this shift, businesses need to adapt to new technologies that enable them to do more with less, such as messengers, Bots, and proactive messaging. The internet scale and changing customer expectations are driving a seismic change in customer support, and businesses that don't follow will be left behind.