Customer support
Answer the repeat questions from your own documentation and route the rest to a person.
The problem
A small number of questions account for most of the support volume, and they are almost always already answered somewhere in your documentation. The cost is not that the answers do not exist, it is that people cannot find them.
How Creobot handles it
It answers from your existing documentation and help content, with the source attached so the visitor can verify and read further. When it does not know, it says so and routes to a person with the transcript attached.
Separating two signals
A support widget on a marketing site collects two different datasets. Pre sale questions from people deciding whether to buy, and post sale questions from people who already did. They have different owners and different fixes, and averaging them produces a number that describes neither.
Pre sale questions belong in the content roadmap. Post sale questions belong in the documentation backlog and, when they repeat enough, in the product roadmap.
On deflection
Deflection rate is the usual headline metric and it is the wrong one to optimise on a marketing site, because sometimes the right outcome is a person. A question that signals a serious buyer with a specific concern should reach somebody.
What good looks like after a quarter
The repeat questions that were answerable have stopped arriving, because you fixed the pages rather than answering them faster. What remains is the harder residue, which is more useful to look at.
Other use cases