Furqan Nazeeri on how Support 2.0 not only avoids support calls, but creates more loyal customers:
Then along comes support 2.0. Not only is it far better, but it is much less expensive. A great example of what I mean by support 2.0 is NVIDIA, makers of high end video cards for computers. NVIDIA hosts a very popular discussion forum as part of their support service. If you read the posts, there are many and the beauty of this is that customers have a “living FAQ” that addresses many more topics than standard ones could ever do and you will also see that many of the “answers” come from evangelist customers!