Apologies for the bad first impression. This is somewhat intentional. MXroute was originally created for sysadmins who don't need bells and whistles, and just need their email to get to its destination without fussing with IP reputation and things like that.

You know the old saying "If you want God to laugh, tell him your plans." Well, we became very popular with end users that weren't sysadmins at all. Still convinced that we could offer high deliverability at low cost while slowly improving UX to fit a new type of customer, we entered a bit of a dark age where support tickets were going unanswered for months. Because our pricing was meant to be extremely competitive and completely ditch the whole "per user" pricing that plagues the market space, and we were becoming more popular with end users, we were overrun with basic support questions and pre-sales inquires.

The first thing we did was cut out pre-sales inquiries. With enough sales occurring organically without advertising, and with pre-sales inquires having a high correlation with cancellation requests (because our UX wasn't designed for the end user who happened to be the most likely to have a huge list of questions before purchase), we decided that we weren't going to let our overhead (and as a result, our prices for existing customers) suffer at the hands of something that wasn't generating revenue.

The second thing we did was to cut back on direct support and focus on publicly available information for troubleshooting. Ideally, we'd funnel customers or prospective customers into our community forum and community chat, where they could ask questions and help each other with answers, and build up a list of questions/answers that were given in the language of the customers, to help reduce repetitive support requests. Because we found that 15 customers might ask the same question in 15 different ways, by having a community resource where the questions and answers fit those different scenarios, we could do more there than we could by automating responses to keywords.

Leveraging these community resources assisted us in building customer facing documentation and automation rules for our direct line of support, which in turn allowed us to begin leaning back into more directly available support with automation and documentation to fall back on.

Now, we're back offering more direct support after having weathered the storm caused by the unintended shift in our customer base. This is of course assisted by our documentation, and articles are regularly added to address common questions. We're routinely adding automation to auto reply to repetitive questions, and taking those repetitive questions to form better onboarding processes that intend to prevent them.

Time and time again I saw that companies were getting lost in the overhead required for providing support. You'd see in my employment history that I've been on the front lines of that with support at HostGator and DigitalOcean. I always had a vision of how to scale support in a way that would not require the seemingly inevitable steps of outsourcing, followed by selling the company. But only on MXroute did I have the direct opportunity to implement my vision. It hasn't been a flawless process, but I do think that the present result is some of my best work. Of course, as with anything, opinions may vary.