From Andrew Spittle:
From documentation to personal experiences, support turns a faceless product into a product that these people made for me.
Your goal is to craft joy. Out of a frustrating customer experience your team will create a memory of happiness, helpfulness, and appreciation. Instead of a cost center your support team becomes a department which creates and educates loyal customers. Where once resided a team just answering questions now lives the frontlines for creating your tribe of happy, repeat, and profitable customers.
Beautiful way to look at the support pro’s job.