Support teams handle questions, troubleshoot problems, and often know which features cause confusion or delight.

They have unique insights that other departments lack:

• Real-time user pain points. Support interacts with users who are actively struggling with your product. Their tickets reveal patterns of confusion, technical issues, or missing features that might not appear in controlled user research sessions.
• Feature usage realities. While analytics show what users do, support conversations reveal why they're doing it and what problems they're trying to solve. This qualitative context helps you understand the intent behind the numbers.
• Workaround identification. Support often develops creative workarounds for product limitations. These workarounds can inspire new features or improvements that directly address user needs.
• Documentation gaps. When users consistently ask questions that should be answered in your documentation, this highlights opportunities to improve onboarding or in-product guidance.

Create regular channels for support insights to reach your product team. This might include weekly support summaries, joint review of top ticket categories, or inviting support representatives to product planning sessions.