When it comes to customer support, building a solid product with a loyal customer base requires focusing on the fundamentals rather than trying to delight customers in an over-the-top manner. This approach, exemplified by companies like Zappos, prioritizes providing concise, natural, and personal responses that empower customers to succeed efficiently. The key is to lower the objective effort required for customers while also reducing the subjective, perceived effort. Anticipation, clear documentation, and a focus on efficiency are crucial in achieving this goal. By eliminating "dumb contacts" and tuning your team to provide efficient support, you can improve the signal-to-noise ratio of your customer communications and ultimately boost customer loyalty without having to go above and beyond for every customer.