Self-serve support offers personalized experience to customers without burning out the team or budget. Modern customers expect instant answers and control, which self-serve support satisfies by providing contextual help content and bots that deliver real value over time. By using a framework like the Support Funnel, companies can resolve most simple queries automatically and free up human support for complex issues. Self-serve chatbots can be used to speed up response times, provide fast answers to frequent questions, and set customer expectations when the team is unavailable. To make self-serve support effective, it's essential to personalize the experience, keep interactions short and simple, set clear expectations, empathize with customers' needs, and provide an escape hatch for those who need human help. By tracking efficiency metrics, optimizing bots and help content, and setting bottom-line metrics that move the needle, companies can position support as a value driver and achieve world-class support without burning out their team or budget.