1) Good customer support drives higher willingness to pay for a product or service compared to bad support, as positive support perceptions increase customer retention by 15-30% over time. 2) Those with positive perceptions of a company's support have net retention rates 15-30% higher than those with negative support perceptions. 3) Over the years, support has shifted from a premium add-on that customers are willing to pay extra for, to an expected basic feature where most customers now see good support as a requirement rather than a differentiator.