In this article
Support automation done badly makes customers feel like they're shouting into a void. Done well, it resolves routine questions instantly and lets your human agents focus on the conversations that actually need them.
What to automate
✅ FAQ responses
Questions like "What are your shipping times?", "How do I reset my password?", and "Do you offer refunds?" have fixed, known answers. These are perfect for AI or chatbot automation.
✅ Lead capture
Collect name and email before connecting to an agent. "Before I connect you, could I get your name and email?" This ensures no contact is lost even if the agent is offline.
✅ Conversation routing
Route conversations to the right team based on topic keywords, page URL, or user attributes. Billing questions shouldn't go to technical support.
✅ Out-of-hours responses
"We're offline right now but we'll reply by 9am tomorrow. Leave your question and we'll get back to you."
✅ CSAT surveys
Automatically send a rating request when a conversation is resolved.
✅ First response
The AI answers immediately while the agent is connecting. Even a "Got it, looking into this now" reduces perceived wait time dramatically.
What NOT to automate
❌ Angry or emotional customers
Someone who's frustrated and escalating needs a human, not a bot script. Automate the detection ("I've had enough", "this is ridiculous") and route immediately to a senior agent.
❌ Complex, multi-step issues
If resolving the issue requires checking 3 systems and making a judgement call, a bot can't do it. Don't pretend it can.
❌ High-value sales conversations
A prospect evaluating a $5,000/year contract should talk to a human. Automation here loses deals.
Common automation mistakes
- Looping bots — the bot can't resolve the issue and keeps asking the same questions. Always include an escape hatch: "Talk to a human."
- Too many questions — collecting 5 fields before helping the customer. Ask one, help, then ask more if needed.
- No fallback — when the AI doesn't know the answer, it should say so and escalate, not make something up.
Setting up automation in Kerabie
Kerabie's automation builder uses triggers + conditions + actions:
- Trigger: Visitor starts conversation outside business hours
- Condition: Page URL contains /pricing
- Action: Send message + tag as "pricing lead" + notify sales team