Whether your product is a piece of software, or a manufactured, physical product, it needs some kind of support. Rather, the people who use it need support.
A good portion of companies view support as a burden, rather than a service. Fully engaging your customers and drawing them in requires viewing them and their support needs as an all-encompassing part of your service efforts. If you view customers and their after-sales support needs as a hassle, it will show in the quality of your support.
After all, customers hate calling customer service and the hassle it causes, so turning their attitude into a positive one will far exceed most people’s expectations.