While we were at Branch, we noticed a major shift underway. B2B customers were beginning to expect the same flexibility in communication that they already enjoyed in B2C. Email alone wasn’t enough - Slack, Teams, and live chat were becoming the preferred channels for strategic accounts. Yet most businesses weren’t prepared for this change. It demanded not just a new tool, but a new model for how companies acquire and maintain customers.

Slack, in particular, emerged as the default communication layer for high-value customers. That trend hasn’t slowed—it’s only accelerating.

In B2B, support isn’t a back-office help desk function. It’s strategic. It’s where dialogue happens, issues surface, and opportunities for growth are spotted. Support is the connective tissue that links product, engineering, legal, billing, sales, and account management. When it breaks, the business breaks. Legacy ticketing systems were never built for this reality. They looked only at tickets, not customers. And without multi-channel support, B2B teams were set up to fail.

That’s why we built Thena. One place where every conversation flows in, AI takes care of the routine, complex issues reach the right people instantly, and every stakeholder shares the same context. No tab-juggling. No chasing updates. Just one clear view of the customer.

In 2025, artificial intelligence is no longer a bolt-on for support. It has become the foundation of modern B2B service operations. The economics of support are being redefined. Leaders can expect costs to shrink by nearly a third while delivering better experiences. Support teams are now achieving levels of throughput that were unthinkable just two years ago.

With native AI at the core, Thena goes beyond assistance into autonomous operations. This shift sets a new benchmark for efficiency and resilience, defining how the next decade of B2B customer support will be measured.

Ankit, Mike & Govind