Support teams are facing a critical juncture where business costs and customer expectations continue to grow while resources like headcount and budget decrease. Modern customers want a personal, on-demand experience from businesses, with 75% of support leaders saying customer expectations have increased but only 34% confident they can meet those expectations. Efficient, personal support is the name of the game when it comes to closing this gap, and supporting customers in the context of what they are doing, in their moment of need, is the fresh approach that businesses require for modernized customer service. This approach means solving problems while customers are using your product, app, or website, powered by automation and self-serve capabilities, turning support teams into significant value drivers without making investments in numerous tools or increasing headcount. Providing a support experience that’s future-proofed involves supercharging communication methods, leveraging data to fuel efficiency, and integrating tech stacks across channels, allowing teams to provide more personal, efficient support and delight customers. The business benefits of providing support in context include reducing investment costs by improving operational efficiency, increasing customer retention through faster resolution times and reduced first response times, and driving sales through improved reputation and repeat business. Every support conversation is an opportunity to drive loyalty and growth by removing roadblocks as they happen, providing quick, personalized, and relevant help to customers inside your product, app, and website.