What Are the Trends in Customer Support and How Can We Adapt to Them?

In a recent SaaS Capital survey, 82% of SaaS CEOs ranked customer retention as a top priority for 2024. Yet, many still treat customer support as a cost center rather than a strategic growth lever. That’s a missed opportunity. As Jason Lemkin, founder of SaaStr, puts it: “Customer success is where 90% of the revenue is.”

Today’s customer support is no longer just about resolving tickets—it’s about driving lifetime value, reducing churn, and even influencing product development. In this article, we’ll explore the latest trends in customer support, drawing from elite MBA research, insights from SaaS leaders, and data from firms like McKinsey and SaaS Capital. We’ll also offer actionable strategies to help your company adapt—whether you’re scaling toward $50M ARR or preparing for an exit.

1. From Reactive to Proactive: The Rise of Predictive Support

According to a 2023 McKinsey report, companies that implement predictive support models see a 20–30% reduction in support volume and a 10–20% increase in customer satisfaction. Predictive support uses AI and behavioral analytics to anticipate issues before they arise—think alerts for usage anomalies or automated nudges when a customer hasn’t activated a key feature.

How to Adapt:

• Implement product usage tracking: Tools like Pendo or Mixpanel can help identify friction points in the user journey.
• Build a Customer Health Score: Combine metrics like NPS, feature adoption, and support ticket frequency to flag at-risk accounts.
• Automate outreach: Use tools like Intercom or Gainsight to trigger proactive messages based on behavior patterns.

These efforts not only reduce churn but also increase upsell opportunities—key drivers of valuation in SaaS M&A, as noted in SaaS Key Performance Metrics (KPIs) and Valuation Multiples.

2. AI-Powered Support: Augmenting, Not Replacing, Human Agents

Generative AI is transforming support operations. Gartner predicts that by 2025, 80% of customer service interactions will be handled by AI. But the most successful SaaS companies aren’t replacing humans—they’re augmenting them.

Stanford’s MBA curriculum on AI strategy emphasizes the “centaur model”—humans and machines working together. AI handles repetitive queries, while human agents focus on complex, high-empathy interactions.

How to Adapt:

• Deploy AI chatbots for Tier 1 support: Use tools like Zendesk AI or Forethought to resolve common issues instantly.
• Train agents on AI collaboration: Equip your team to use AI-generated suggestions, summaries, and sentiment analysis.
• Measure AI impact: Track deflection rates, resolution times, and CSAT to ensure AI is enhancing—not degrading—experience.

As explored in How Can We Leverage Data and Analytics to Personalize the Customer Experience, AI also enables hyper-personalized support, which can significantly boost CLTV and reduce CAC payback periods.

3. Omnichannel Support: Meeting Customers Where They Are

Today’s customers expect seamless support across email, chat, phone, social media, and in-app messaging. Harvard Business Review research shows that companies with strong omnichannel strategies retain 89% of their customers, compared to 33% for those with weak ones.

How to Adapt:

• Unify support channels: Use platforms like Freshdesk or Help Scout to centralize interactions and maintain context.
• Prioritize channel preference: Let customers choose their preferred support method and track satisfaction by channel.
• Ensure consistency: Train agents to deliver consistent tone, resolution quality, and SLAs across all touchpoints.

For SaaS companies eyeing acquisition, a mature omnichannel support system signals operational readiness and scalability—key factors in Due Diligence for SaaS Companies.

4. Support as a Revenue Driver: The Customer Success Convergence

Support is no longer just about solving problems—it’s about driving outcomes. Wharton’s SaaS growth frameworks emphasize the convergence of support and customer success to increase expansion revenue and reduce churn.

In fact, SaaS Capital’s 2023 survey found that companies with integrated support-success teams had 30% higher net revenue retention (NRR) than those with siloed functions.

How to Adapt:

• Align KPIs: Track shared metrics like NRR, CLTV, and time-to-value across support and success teams.
• Upskill support agents: Train them to identify upsell signals and route opportunities to sales or success managers.
• Close the loop with product: Use support insights to inform roadmap decisions and reduce future ticket volume.

As discussed in What Metrics Should We Track to Measure CLTV, aligning support with revenue goals can directly impact your company’s valuation multiple.

5. Metrics That Matter: Redefining Support KPIs

Traditional metrics like average handle time (AHT) and ticket volume are giving way to outcome-based KPIs. Stanford’s innovation metrics suggest tracking customer-centric outcomes to measure support’s strategic value.

Key Support KPIs for SaaS CEOs:

• Net Promoter Score (NPS): Measures loyalty and correlates with retention.
• Customer Effort Score (CES): Predicts churn better than CSAT.
• First Contact Resolution (FCR): A leading indicator of satisfaction and efficiency.
• Time to Value (TTV): Especially critical for onboarding and expansion.
• Support-Influenced Revenue: Tracks upsells or renewals tied to support interactions.

These KPIs not only guide operational improvements but also serve as proof points during M&A discussions. As noted in SaaS Valuation Multiples: A Guide for Investors and Entrepreneurs, strong support metrics can justify premium multiples in competitive deal environments.

6. Compliance, Privacy, and Trust: The New Support Mandate

With increasing scrutiny on data privacy (e.g., GDPR, CCPA), support teams must be trained to handle sensitive data responsibly. A single misstep can derail a deal or damage brand trust.

How to Adapt:

• Train agents on compliance protocols: Ensure they understand data handling, consent, and escalation procedures.
• Implement secure support tools: Use platforms with SOC 2 compliance and audit trails.
• Document everything: Maintain logs of customer interactions, especially for regulated industries.

For companies preparing for exit, these practices are essential. As outlined in Tax Law Changes and the Impact on Personal Taxes from Selling a Business, regulatory compliance can significantly affect deal structure and post-sale liabilities.

Conclusion: Support as a Strategic Growth Engine

Customer support is no longer a back-office function—it’s a front-line driver of growth, retention, and enterprise value. By embracing AI, aligning with customer success, and tracking the right KPIs, SaaS companies can turn support into a competitive advantage.

Whether you’re scaling toward a strategic exit or optimizing for long-term profitability, these trends are not optional—they’re foundational. And advisors like iMerge can help you assess how your support operations impact valuation, due diligence readiness, and buyer perception.

Scaling fast or planning an exit? iMerge’s SaaS expertise can guide your next move—reach out today.