Support Embed: AI Service on Your Website

Embed vs bolt-on chat

Mid-market B2B buyers ask implementation and billing questions before sales marks an opp — embed answers should match what CS would say on the account, not a marketing paragraph.

Prerequisites (do these first)

1. Resolve Team+ or One — embed is not on Momentum-only standalone
2. Knowledge base seed — top 20 articles from real tickets, not lorem ipsum
3. Account match rules — email domain or logged-in user ties visitor to logo
4. Escalation path — when embed creates a case, owner and priority are set
5. Mail on account — follow-up sends from org mail, not personal Gmail

Skipping KB and escalation produces confident wrong answers — worse than no widget.

Rollout phases

Deflection vs case creation policy

• Deflect — password reset, docs links, office hours, status page
• Create case — billing dispute, bug report, renewal threat, legal language
• Route to sales — new logo pricing, enterprise security questionnaire
• Never auto — discount offers, contract changes, SLA credits

Document policy in Workspace; agents read policy — they do not invent concessions.

Sales + support on one thread

When an open opp exists and embed opens a billing case, both motions must see the same logo:

• Case linked to account; opp owner notified on P1
• AE does not parallel-thread in Gmail
• Renewal playbook pulls embed history before QBR

See Momentum vs Resolve if sales and service are on separate purchase lines today.

MCP prompts (read-first)

For account [NAME], list Support Embed sessions in the last 14 days, cases created from embed, and open KB gaps (topics asked twice with no article). Recommend one KB article to write.

Summarize embed deflection rate vs case create rate sitewide this month. Flag pages with high case create and no matching doc.

Metrics (internal — do not publish arbitrary targets)

Track for your own discipline: deflection rate, case create from embed, time to first human reply, CSAT on embed-origin cases, repeat question rate. Compare before/after embed on the same pages — not vanity session counts.

Security and brand

• No training on customer data in public copy — confirm in your DPA
• PII in transcripts — retention matches case policy
• Widget branding — matches org mail domain trust
• Enterprise buyers — offer human path prominently; embed supplements, not blocks

Anti-patterns

• Embed before KB — hallucinated policy answers
• Embed on every page day one — no escalation owners
• Auto-close cases from deflection — customer still angry
• Sales disables embed on pricing — silos return

Enterprise and mid-market buyer expectations

B2B buyers with procurement involvement expect a human escalation path visible in the widget — not infinite chat loops. Configure:

• Business hours message — honest SLA, not fake instant human
• Security contact — route questionnaire requests to case, not deflection
• Named CSM — when account owner exists, offer direct mail thread
• Pricing questions — link to public pricing; do not quote custom discounts in embed

Sales should know when embed creates cases on active opps — weekly pipeline + support standup covers five minutes, not a new committee.

KB maintenance rhythm

Embed quality tracks KB freshness more than model version:

1. Weekly — top five embed questions with no article → draft or link existing doc
2. Monthly — retire articles that contradict current pricing paths
3. Quarterly — CS + product review embed transcripts for product gaps

Store canonical answers in Workspace; link from KB — not duplicate Google Docs CS cannot find.

Related reading

• Resolve service desk
• Mail on account guide
• Changelog #17 — Support Embed release
• Renewal playbook