The Hammers came from 3-0 down to draw 3-3.
Cole said of the travelling support: "They stuck behind us, stuck with us even though we were 3-0 down. They were still singing right to the end. The first half was unacceptable, our travelling fans didn't deserve that.
"I think we can take a lot out of today and put it into our training as well the rest of the week. Keep on going, that is all we need to do, just never give up - that is the do or die attitude we need to have."