Customer support isn’t just about answering tickets — it’s about protecting livelihoods. In this heartfelt and sharply funny talk, Anggy Isaza of The Support Heroes shares what it really means to support merchants in the Shopify ecosystem. From high-stakes sales disruptions to the emotional rollercoaster of launching a store, Anggy gives an inside look at why support teams are critical not just to customer experience, but to product development, documentation, and user retention. With stories from the inbox, reflections on AI, and a rallying cry for treating support as a strategic pillar, this one’s for anyone building apps, serving merchants, or just trying to log off without worrying.