That's a tough one. Psychologically, customers feel that any difficulty they have is due to a defect in your product, and they shouldn't have to pay for your defects.
Also, you don't want to charge for Installation problems, and God knows they are the source of many support calls (I'm looking at you, InstallShield).
Customer Support can be a benefit to the company that makes the software, because they signal bugs or imperfections that you want to address. For every customer that calls, there will be many that don't bother and don't buy either.
Try two-tiered support: a free Support Forum with 24-hr response, where customers have the option of searching for questions from others who had the same problem, and what the solution was.
Phone support is available to premium customers who buy a yearly maintenance contract.