What is it?
When users are really stuck and can't unblock themselves, they will turn to you or your support team for help. In these moments of need, when users may already feel confused, frustrated, annoyed, exasperated, or even angry, it's important for you to be there to assist. When the product itself doesn't allow users to get things done, if humans aren't around to alleviate the pain, they might decide that your product and team isn't the right fit for them. This can impact the need for relatedness. Users may feel isolated or disconnected when they cannot interact with others for assistance, reducing their sense of belonging and support within the product ecosystem.
Examples
Inability to contact live support
