Support teams play a crucial role in driving customer retention and reducing churn by creating a thoughtful, personal, and educational support experience that increases product satisfaction and deepens product knowledge. To achieve this, support teams should enable customers to get the most out of their products through support, providing delightful service and product education that creates confidence in the team's ability to help customers succeed. Additionally, support teams must tailor their strategy when working with customers who are about to churn, offering specialized support to each customer type, such as those who love the product but cannot afford it or those who are not seeing enough value. Furthermore, support teams should assist customers in difficult situations with efficiency and flexibility, providing consistent and fast responses during escalations and empowering their team members to make strategic, spontaneous decisions that can drive retention. Finally, measuring the success of customer retention and churn prevention efforts is crucial, using metrics such as activation metrics like usage of the platform and analyzing support conversations and help resources impact feature adoption.