As much as we love asynchronous communication, when it comes to customers and prospective customers, swift replies are a must.
We've done all-hands support for a while now, and nothing can replace the relief customers feel when they know there's a real human being on the other end of the line, ready to help with their questions and struggles. Their surprise when it's the CEO or CTO jumping in is a bonus. And a personal touch with sales is always helpful, too - when we do 1:1 sales, we provide a tailored onboarding experience for new customers.
Luckily, when you hire across timezones, it's easy to implement 24/7 customer team without insisting your team works 24/7. The added benefit is a team that looks and sounds like the customers they serve.