Premium support is often reduced to a single promise: faster response times. This panel argues that's leaving value on the table and revenue behind with it. Bringing together leaders who've built paid support offerings from the ground up, this discussion digs into what actually makes customers willing to pay for support, and how to design a tier that earns its price tag beyond a shorter wait time. The panel will explore: - What premium support customers actually value most, based on real pricing and retention data - Moving past "faster" as the core pitch and building genuine differentiation instead - How to price and package support without devaluing the standard tier - Getting buy-in from finance and leadership to treat support as a revenue driver, not a cost center - Common mistakes teams make when first launching a paid support product Whether you're considering a premium tier for the first time or refining an existing one, this session offers multiple perspectives on turning support into a genuine business asset.