“The function of a helpdesk is not just to support customers but also to support the business,” says AskNicely’s global head of customer success, Steve Bastin. These words provide a good lens through which to view both modern helpdesks and where helpdesk software is headed.

Modern helpdesk software is not just for the customers contacting the business. It also needs to be focused on the business contacting the customers—better, smarter, and more efficiently. And in today’s world, helpdesks must also contact potential customers, guiding them toward a better experience and successfully converting them into lifelong customers.