The support experience can be usefully thought of as being part of your product: users will not always be able to accomplish their goals in-app, and will instead need to interact with your product's support experience, whatever that is. Much like any other product development, the goal isn't strictly to minimize costs, it's to create a compelling and delightful experience that leaves users happy. And one way to do so is by blurring the line between "regular application functionality" and "functionality only available by contacting support". This article explains how, using a running example.

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