Blog, Pitang.

In the day-to-day operations of organizations, providing efficient technical support is no longer enough to guarantee the satisfaction and loyalty of customers, whether internal or external. More than solving problems, companies need to create genuine connections, understand user needs, and offer humanized service that truly adds value. 

This approach goes beyond simply resolving tickets and involves strategies such as High Touch support, which provides closer, more personalized service.

In this article, we explore how support can elevate the customer experience, share the experience of one of our employees who works in the area, and show how the field is part of the Pitang Way of Doing Business. 

Support as a bridge between company and customer 

Technical support goes far beyond solving problems; it acts as a strategic bridge between the internal team and the customer, ensuring efficient communication and a continuous flow of improvements. 

By interacting directly with users, the support team has a privileged view of challenges, expectations, and valuable feedback, which can guide the development of new features and product enhancements. 

When well-structured, this channel not only resolves doubts but also contributes to the evolution of the solution, aligning real customer needs with the company's priorities. In this way, support stops being a reactive service and becomes a key element in building more effective solutions and delivering continuous value. 

High Touch vs. Low Touch Support

High Touch and Low Touch support strategies represent distinct approaches to serving customers, each with specific advantages and applications. 

High Touch support is characterized by closer, more personalized service, ideal for customers who demand closer monitoring, such as companies offering complex solutions or premium services.  

Low Touch support, on the other hand, focuses on automation and scalability, using resources such as chatbots, knowledge bases, and self-service. This approach is better suited for easy-to-use products and for companies handling large volumes of users. 

While High Touch strengthens relationships and loyalty, Low Touch ensures efficiency and agility. The secret lies in finding the balance between these approaches to provide a support experience that meets the specific needs of each customer. 

A real experience: Pitang's journey with technical support 

“Nothing defines me more than this phrase: connecting people.” Yuri Max de França Santos 

The phrase is simple, but it carries a powerful vision from someone who sees support as an essential element for the success of any project. Yuri is responsible for technical support in one of Pitang's development squads, but his work goes far beyond keeping systems running. He operates with a High Touch strategy, adopting

a close, personalized, and fully customer-focused approach. 

Even though I work predominantly with remote and written support, I believe it is possible to build relationships of trust with users and offer high-level service, always with care, agility, and respect. I strive to provide personalized responses on tickets, avoiding generic actions. I believe this brings us closer, and

it's how I like to be treated. My focus is to ensure that the customer feels heard, well-served, and satisfied, despite it being done remotely. 

At Pitang, we believe that technology only makes sense when it brings people together and transforms realities. And it is with this philosophy that professionals like Yuri operate within our projects, ensuring strategic support that generates positive impact. 

Support as a strategic connection 

In practice, support is what keeps the gears turning. It ensures that the team is aligned, that the customer feels heard, and that deliveries happen smoothly. 

Companies that see support as an extension of their business strategy are able to transform interactions into engagement opportunities, collect relevant insights, and adjust their products or services according to market or customer demands. Thus, support ceases to be just an operational cost and becomes a competitive differentiator capable of creating lasting, meaningful connections. 

That's why we value this role so much and incorporate it into the Pitang Way of Doing Business, a model that adds commitment, closeness, and trust to every delivery. 

To learn more, contact us: www.pitang.com/contato