I also run a B2B SaaS and I could have written this word for word.

The only exception is that I do get a decent amount of word of mouth because many of my customers are individual franchisees in national networks, so they tell their peers who they don’t compete with about me. But that’s not really so much about customer support as the product itself.

The main value I get from doing customer support myself is the same that I get from doing sales myself: learning. I have my pulse directly on what my customers need, like, and dislike about the product.

Secondarily, I do think it helps with both close rate and retention to be able to talk to the business owner, but this might be less true in other niches.