Context is key in resolving repetitive queries at scale. By leveraging self-serve support, proactive support with customer engagement data, and optimizing workflows to provide efficient human support, businesses can turn the tide and get back to providing meaningful support for their customers. Empowering customers to help themselves with self-serve resources such as Macros and Articles benefits both customers and support reps, allowing customers to resolve queries in their own time while protecting reps' time. Modern support meets the customer at the right time and context, leveraging third-party apps to customize the setup for each touchpoint in a customer's lifecycle, further personalizing support and increasing resolution rates. Proactive support with customer data enables segmenting customers based on their lifecycle stage, type of content they're engaging with, or what pages they last visited on your site, allowing businesses to set expectations, provide support through onboarding, and educate customers on new features. By focusing on the user's needs and leveraging the right apps and integrations, businesses can meet and exceed customer expectations, providing a perfectly tailored experience that increases conversions, retention rates, reduces customer churn, and heavy lifting for support reps.