At Intercom, a customer support team is embedded in the product team to ensure that customer feedback and voice are always considered during product ideation. This approach allows for tighter feedback loops between customer support, product teams, and engineering teams. The embedded role gives customer support reps a unique insight into both sides of the business, enabling them to champion the customer's cause and advocate for impactful changes that improve the product. By being part of the engineering team, customer support reps can better understand the technical limitations of the product and provide valuable feedback to improve bug reports and issue resolution. This approach has resulted in improved products, faster issue resolution, and more career progression opportunities for the support team.