Amongst the common challenges that all companies and their customer contact centers face as they mature, one of the most serious is the transition from "free" to "fee" based support services. The era of bundled break/fix support needs to be over. It provides no economic value to anyone, and never did. It's time to move towards customer centricity in more than words. The beginning is to design and restructure the customer support contact center to be about authentic value-based services, focused on increasing the productivity and profitability of your customers in their use of your technology. And in the process, significantly increasing the value of your company.