Customer support has spent years being treated like admin.
The inbox. The tickets. The thing you “deal with later.”
Turns out… it’s quietly influencing whether customers buy, bounce, or come back annoyed.
In this episode, Adam Pearce is joined by Gareth Cummings, CEO of eDesk, to unpack why customer support sits inside the revenue funnel — and why ignoring it is costing brands more than they realise.
They cover how customer questions shape buying decisions, what breaks as brands scale, and where AI actually helps support teams (without removing the humans that customers still want).
If you care about conversion, retention, or not drowning in tickets — this one’s worth wrapping 'round your ears.
They cover:
– Why support is wrongly treated as a cost centre– Where customer questions influence conversion– What customers are actually asking before they buy– Why support data should sit closer to marketing– Where support lives in the funnel (hint: everywhere)– What breaks first as brands scale– How response speed impacts revenue and returns– Where AI helps — and where it’s dangerous– Why fully human-less support is a terrible idea– What £3–10m founders can do tomorrow morning
About the Guest
Gareth Cummings is CEO of eDesk, a customer support platform built specifically for eCommerce brands looking to scale without sacrificing speed, consistency or humanity.
About the Host
Adam Pearce is Co-Founder of Blend Commerce and eCom Collab Club®, helping brands grow by focusing on the things that actually move the needle.
Links
eDesk → https://www.edesk.com
Adam Pearce (LinkedIn) → https://www.linkedin.com/in/shopifyexpertadampearce
Blend Commerce → https://blendcommerce.com
#ecommerce #customersupport #cx #conversion #retention #aiincx #ecomcollabclub
