Customer support has evolved to become a critical component of a company's success, as it directly impacts customer happiness, retention, and advocacy. With the rise of AI, customer support teams can now leverage tools like AI agents to provide personalized, conversational support at internet scale. This shift requires a mindset change, where humans and AI complement each other's strengths to deliver a seamless customer experience. Companies must define their approach to customer support, considering factors such as style, voice and tone, quality, speed, coverage, and process. By doing so, they can unlock new opportunities for growth, improve customer satisfaction, and differentiate themselves from competitors. Examples of great customer support include Hospitable's automation of short-term rental management, Wolt's seamless logistics optimization, and Rebag's optimized communication platform that powers every stage of the customer lifecycle.