👋 Hi, I’m Kyle from OpenView and welcome to my newsletter, Growth Unhinged. Every other week I take a closer look at what drives a SaaS company’s growth. Expect deep dive takes on product-led growth, pricing, benchmarks, and much more.

In a product-led growth (PLG) business, should we aspire to have *zero* customer support?1

My take: No!

Support plays a critical role in driving PLG. Just don’t fall in love with customer interactions; fall in love with learning from customer interactions to improve your PLG efforts.

Support is often the second team introduced at a PLG company after R&D. Support is the voice of your evolving brand and a major tool in predicting future conversion and expansion while combating churn. They're also a great team to test out the opportunity for more proactive GTM investments like sales and customer success, as Webflow and Zapier did.

I sat down with Ron Rafalovitch, Group Lead (EMEA) of Customer Experience at PLG giant monday.com, to investigate the role of support in driving a PLG strategy. Keep reading to learn about how to leverage support interactions to improve your product, what support KPIs to measure, and how monday.com evolved its support model as they scaled.