With the increasing popularity of online shopping and business growth, supporting not only electronic products which is still the core business, but also supporting home appliances and marketplace where sellers can list products, the customer service operation has been growing and under pressure with the increasing demand. Although FNAC had revamped a help centre with a large quantity of helpful content, most of the times customers were unable or unwilling to utilize self-service help, continuing to contact the support team instead. The team was already overwhelmed, and it became frustrating to keep repeating the same reply to a lot of frequent questions whose solution could easily be found online. FNAC’s support team consisted of both an internal and external partner that handled only the phone volume. When the COVID-19 pandemic hit, the team saw a dramatic increase in email volume due to the surging popularity of online shopping which resulted in doubling the total number of agents to support this increased load. This prompted FNAC to seek out a solution that helps improve customer service efficiency while also delivering better self-service for customers.