Sanjeet Kaur Bali, SVP of Global Customer Support, outlines why organizational dysfunction quietly erodes scale, service, and innovation across every function. She explains how support leaders can surface root causes through data and constructive confrontation. She also describes the power of transforming support into a strategic growth engine.

“We need to reassess and thoroughly evaluate what’s ailing our business, then create a culture that encourages critical conversations. Empower problem solvers and constructive critics, and embrace brutal self-assessment. It’s essential for an organization’s survival.” – Sanjeet Kaur Bali

By realigning support from a reactive cost center into a proactive, insight-driven partner, companies unlock both retention and expansion opportunities. When support sits at the table with product, sales, and operations, its frontline perspective becomes a catalyst for innovation. Building these cross-functional bridges ensures that customer feedback drives strategic decisions, turning every support interaction into a step toward sustainable growth.