Support for B2C or B2[Brick and Mortar]B services is a different animal, IMO, and one that many startups don't get.
Actual entire response from one of our (very smart, social and senior) engineers recently to a customer who couldn't login:
"Hi (customer): I can't recognize the web browser you are using! Can you possibly try to login with one of our supported browsers and let me know if you still have a problem? -(engineer)"
Sure, it's exactly what he needs to know to start fixing the issue, but there's no chance the customer (a florist) is going to know how to respond to that. We're just wired differently.
IMHO, B2C still has some applicability here. It is still beneficial to rotate support among the employees responsible for the final customer-facing product...whether that product is technical or not. Taking a support day periodically to experience your customers' problems firsthand becomes a great way to internalize their most important pain points and desires, so that you can effectively prioritize new products and feature development. Spending quality time with customers can give you a ton of insight into the "whys" and "hows" of what makes them happy :)