We discovered that we were encouraging bad behaviour by providing exceptional customer support for many years. Despite us building a support portal and automating most of the tasks that customers asked us to do, users found that it was easier to just email us instead of searching for an answer or completing a form. This was unsustainable given our business model and pricing structure. As a result, we had to cut down on customer support which lead to a few unhappy customers, and serious bounce back of focus and productivity across the entire team.