> We hire developers as support reps.

Wonder why I never thought of it. Hiring a programmer to do customer support is a really good idea since for the sites we have a dedicated customer support guy (outsourced) they often come back to us to explain trivial questions like "how to embed a code", "how to publish on site X", etc which can be easily solved when someone knows a little programming. They can also offer some creative solutions which instead of just following a script we give them.

I will def keep this in mind when we need to hire next. Thanks.