There’s nothing worse than learning about a new feature right before (or even after!) it has released to customers. Create a standard plan to ensure the customer support team is informed ahead of any new product or service changes so they can prepare, anticipate issues, and communicate to customers who may be aversely affected. Include this plan as part of the product management system (such as adding it to release cards in JIRA). Anticipate potential customer complaints and concerns ahead of release and prepare well thought out answers, including documentation. Not only will these decrease incoming support requests, it can also increase product usage and feature adoption.