I see support first as a service function. Customers need clear, timely help from people and systems that understand what they are trying to do. But when support is working well, it is also one of the clearest signals a company has about where customers are meeting friction, where workflows are breaking down, and where the business is creating avoidable work for itself.
Support should not try to become everything. Not every customer issue is a strategic insight. Not every escalation belongs upstream. But repeated friction, preventable demand, unclear policy, weak handoffs, or broken workflows should not live only inside a queue. Good support leadership helps separate noise from signal and turns that signal into something the business can actually use.