My favorite cartoonist wrote something that started me thinking...
I suppose that, in terms of product support, this is self-evident. Every product we ship results in a conversation with support.
The exciting thing is that, for me, these conversations have changed drastically over the years. When I started, most of the conversations I had were of the “Why can't I get X to work?” category. These conversations are self-contained, and can be frustrating. In the context of this metaphor, these were very impersonal conversations.
These days, the conversations I have are different. They are usually focused on how our technologies can be used to support & extend the business of the folks I'm talking to. The technologies are building blocks for my customers, and they use them to build anything they can imagine & spec. Instead of impersonal conversations about self-contained issues, these conversations are partnerships (which, I see, I'm not the only person thinking about...).