Time is money, and there is perhaps no more expensive time than that spent on customer support. And if you're not using artificial intelligence to help with customer support, you're spending far more than you should supporting your customers.
No happy customer contacts your support team. The customer calls support when something is wrong, and the longer it takes to fix -- and the more frustrating the support experience -- the more customer good will you exhaust. This is before you calculate the actual cost of paying support staff to deal with those unhappy customers.