Jean-Bernard Baptiste, a Senior Manager of Customer Support at HubSpot, discusses the company's approach to creating great customer experiences and unlocking business growth through proactive support, self-service, and human interaction. The team uses a combination of proactive, automated, and human support to drive value for customers, with a focus on adapting to changing customer expectations and preferences, such as the shift towards live chat as a preferred channel. Jean-Bernard emphasizes the importance of finding a balance between technology and humans in support, leveraging AI or bots to remove friction and enable humans to focus on high-value work. The company's success is rooted in its commitment to customer experience and continuous learning, with a focus on meeting customers where they are to drive growth and retention.