People concerned about automation killing jobs might look at Helpshift's strategy and similar automation approaches that build help or support into mobile apps. These new models are re-inventing support to get the job done. Sure, they provide automated support in lieu of conventional agents, but they do so at a level where it often can be uneconomic to position live agents. True, these apps provide less attention than a live person. Here's the thing, though -- sometimes all customers want is a quick answer, not a drawn-out service "experience."