Guide · Dan Latham · Updated 16 September 2026

Capture versus support

A receptionist and a storefront support agent share a widget and almost nothing else. Capture wants Contact Requests. Support wants accurate policy answers and a clean escalation. Mixing them produces a chat that neither sells nor helps.

Capture

Success is a useful Contact Request or a completed flow. Knowledge is services, areas, and next steps. Handover is for high-intent or urgent cases.

Support

Success is a resolved question without a ticket — or a ticket with the right context. Knowledge is policy and product. Catalogue tools belong here when a store is connected. Order-specific questions leave AI.

Ecommerce support

Catalogue plus knowledge, with a boundary.

Ecommerce solution Lead capture playbook

White-label AI, under your brand Proposal structure for a client AI service No-code is not an operating model A sober path to a repeating AI book

Sell the service.

Keep the infrastructure.

Create an agency workspace