Ranjith Kumaran on his entire team working support:
All of our email addresses are on the website, we are all frequently on live chat, and when the phone rings anyone can pick it up and be helpful. The old world would argue that you should let everyone in the office work undisturbed but in today’s ever-changing market the people who build, market and sell the product need to have real-time information from the customer every day. By allocating more time to listen you tend to spend less time building and distributing the wrong product and going back to the drawing board.
The support team is going to be the first people to hear from customers on how they use your app, service, or whatever else you’re offering. Instead of sketching out what a new tool might be, answer a few support emails. Ranjith nails it in that you’ll build a better tool rather than having to redesign one because you missed it by a mile.