When a customer contacts a support team, two things are top of mind—how quickly they can solve their problem and how fast a company responds to them when they need help. In recent Zendesk research, 73 percent of customers say their number one priority is a fast resolution, while 59 percent say it’s a fast response that matters most. Either way, it’s reason enough for companies to pay attention.

Notifications are good for user experience. There, I said it. The word “notification” might conjure images of annoying interruptions for your users, but it should also remind them of moments where they were quietly guided to a more desirable experience. Notifications can guide users through key setup steps in onboarding, reward a positive interaction, and encourage exploration.

You’re at a party nibbling on cheese when someone who looks vaguely familiar strikes up a conversation. You’re doing a good enough job faking your way through it, until your partner joins and asks for an introduction ... and you don’t know the person’s name. Sales and support conversations aren’t so different from chats at parties.