The way technology is sold to businesses has changed fundamentally in the last decade and as a result so has the role of customer support/success teams in helping to close sales.
In the old world, potential customers rang a vendor to arrange a trial, a demo at their offices would be scheduled with a sales rep, and assuming that went well, negotiations about the price would get started. SaaS has turned all that on its head. Potential customers want to sign up for free trials, explore product documentation and talk to existing customers – preferably without having even talked to anyone at the vendor company.
While the self service model has revolutionised the software industry, it’s not without its challenges. It’s dangerous to assume everyone can work everything out for themselves, to assume they want to work it out for themselves, or even that they will be able to do it themselves.