Supporting customers is an essential investment for any company looking to grow and retain its customer base, rather than a cost that can be easily cut. Reducing spend on support can lead to unhappy customers leaving and eroding profitability in the long run. Intercom's experience has shown that customers who require support are worth 2.5 times more in revenue compared to those who don't. To determine how much to invest in support, companies need to calculate a breakeven point by estimating factors such as acquisition cost, activation cost, retention cost, annual recurring revenue, and expansion/referral revenue. A simple formula can be used to calculate the breakeven per customer support spend and lifetime value/customer acquisition cost ratio, which can help guide investment decisions in support. For long-term success, companies should consider customer support as a key lever for growth alongside sales and marketing efforts.