The key to fierce customer loyalty lies in the support team. For nearly a century, companies focused on delivering value to stakeholders and employees first, then to customers. However, with crowded markets and the rise of subscription models, businesses now need to prioritize both conversion and retention to avoid financial ruin. Customers expect more from their interactions with brands, building relationships through mundane but meaningful experiences with frontline employees. Support teams turn company promises into experiences that drive long-term loyalty, a crucial factor in customer retention, growth, and sustainable success. By focusing on customers, companies can adopt a "customer capitalism" approach, putting customers at the top of the pecking order, prioritizing their satisfaction above maximizing financial returns for investors or employees. A great product is necessary but not enough; delivering a support experience that's just as good, reducing friction and increasing satisfaction, and enabling customers to help themselves through automation are essential strategies. By investing in customer care, companies can create fierce loyalty and faster growth.