Imagine you’re in the market to buy a new dishwasher. You receive an email from Lowe’s claiming that a new LG model is a customer favorite. But then a few friends tell you their Frigidaire dishwashers are the best they’ve ever owned. Who are you more likely to believe? Probably your friends. SEMrush’s research shows that 88 percent of people have the highest level of trust in a brand when a friend or family member recommends it.

Building a support team is like doing a jigsaw where all the pieces keep moving around: You’re trying to match customer needs with company priorities, maintaining a high level of service while onboarding new team members, and predicting how ticket volumes will shape hiring roadmaps. Even worse, if you’re the first (and only) person doing support at your company, you’re still juggling incoming tickets and covering all your support channels.