TSIA’s latest book, Digital Hesitation, discusses the value maze in most B2B companies. “Piece by piece, decision by decision, department by department, you have built a maze around your core value proposition. Your customers must navigate that maze, and it usually is extremely arduous.” While the key to navigating this maze includes several layers, including building a great DCX, reducing time-to-value, and product-led growth, it's your support teams who have the most probable chance of successfully clearing the path. Ultimately, they are the ones interacting with your customers the most! Enter Premium Support, which enables support leaders to drive the transformation of support organizations from a cost center to a profit center. This empowers the support function to target revenues to resourcing and premium advanced delivery and take the entire customer experience to the next level. Premium Support is also a retention driver that ensures your customers effectively mature and expand their product usage to achieve their goals and realize their potential. However, according to the TSIA Support Services Benchmark, only 16% of customers are on Premium contracts. To explore this disconnect, join us at our upcoming webinar where John Ragsdale, Distinguished Researcher and Vice President of Technology Ecosystems, TSIA, interviews Patricia Lughezzani, Customer Experience Executive and Ex-Global Head of Support Strategy and Operations, Adobe, and Vishal Sharma, Chief Technology Officer, SearchUnify. Key discussion points include: - How can support leaders prove value to get a seat at the strategic table? - What should be the ideal technology infrastructure for premium support? - What metrics do you need to measure to ensure Premium Support can deliver a tangible value to the customer?