In an increasingly competitive market, where products and prices are often the same, what sets companies apart is their relationship with their customers . And in this context, customer support — often seen as just an operational area — is revealed as one of the main strategic pillars of the business .

More than solving problems, support has the role of ensuring a fluid, humanized and efficient experience , contributing directly to loyalty, brand reputation and increased revenue.

🧭 What is Customer Support?

Customer support is the set of processes, channels and professionals responsible for assisting, guiding and resolving customers’ doubts or difficulties with the use of products or services. It can be offered in the following ways:

• Preventive (education, onboarding, self-service)

• Corrective (reactive response to problems)

• Proactive (identifying problems before the customer notices)

🚀 Why is Customer Support Strategic?

1. Customer Loyalty and Retention

According to market studies, retaining a customer costs up to 5x less than acquiring a new one . Excellent service strengthens the bond with the brand, increases trust and satisfaction — drastically reducing churn (cancellation).

2. Increase LTV (Customer Lifetime Value)

Well-served customers stay longer in the customer base, make upsells, recommend the company and become brand advocates. This has a direct impact on Lifetime Value (LTV) , one of the main indicators of sustainable growth.

3. Brand Reputation and Authority

Bad experiences are quickly shared on social media and review platforms. Effective support protects the company’s image and builds positive authority in the market.

4. Identifying Improvements and Insights

Support is the front line of your business. Every interaction with a customer can provide valuable feedback on issues, opportunities for improvement, new features, and behavioral trends .

5. Competitive Differentiation

In a world where products and prices are similar, companies that invest in excellent support stand out for their experience . This is a decisive factor in the choice of the modern consumer.

📊 Data that Proves Relevance

• 96% of consumers say customer service is important when choosing a brand (Source: Microsoft)

• 80% of customers would switch brands after a bad support experience (Source: Zendesk)

• 77% of loyal consumers recommend brands with good support (Source: Forbes)

This data demonstrates that support is not a cost — it is a direct investment in business performance.

🛠️ Customer Support and Technology: A Powerful Alliance

Modern companies have invested in solutions such as:

• CRMs with complete customer history

• Ticket systems for organizing demands

• Chatbots and artificial intelligence for 24/7 customer service

• Knowledge bases and self-service

• WhatsApp, email and social networks integrated

These tools ensure faster, more personalized and centralized responses , in addition to automating what is repetitive , freeing up team time to focus on what really matters: the customer.

🔐 Support and LGPD: Protecting the Customer Responsibly

Support is also responsible for handling sensitive personal data . This makes it essential to adopt information security practices and comply with the LGPD (General Data Protection Law), such as:

• Clear consent

• Access control

• Activity log

• Data encryption

Good support doesn’t just solve the problem — it does so ethically, respectfully, and safely .

🏁 Conclusion

Customer support should not be treated as an operational cost or obligation , but rather as a strategic lever of value . It has a direct impact on user experience, loyalty, brand image and even revenue.

Companies that place the customer at the center of decisions — and invest in agile, humanized and efficient support — reap solid, long-lasting and scalable results .

If you want to grow consistently and strengthen your company’s reputation, start with the basics: provide good service, resolve issues quickly and always listen .