With a comprehensive FAQ page or help center featuring concise answers to commonly asked questions, companies can create a first port of call for their customers. However, relying solely on an FAQ page is not enough, as modern customers often prefer to search directly for answers and may feel that the process of searching for answers is too cumbersome. To address this, companies should set up bots and automation to serve customers with on-demand, accurate answers they need, exactly when they need them. This can be achieved through various tools such as macros, resolution bots, articles in the messenger, and smart suggestions. By implementing these automated solutions, companies can reduce the response time for frequently asked questions, make a direct impact on the human cost of answering these questions, and provide their customers with a great self-service support experience.