Why We’re Focusing on FAQs, Not Chatbots

April 2025
By the Spoky Team

We started with a really cool sounding Solution instead of thinking about the Problem.

When we first started Spoky, we thought we were solving for onboarding.

We imagined deepfake welcome videos, AI-generated voice explainers, and multilingual assistants that could guide new users like a digital concierge.

We mocked it up. We tested it. We even got a few large enterprises genuinely excited about it.

It Wasn’t About the Channel. It Was About the Content.

The more we talked to customers - and to the teams behind the products - the clearer it became: The real problem wasn’t onboarding videos, or emails, or the absence of an AI voice. It was something much older and much simpler:

Documentation.

Product documentation, Policy documents, User guides, Terms and conditions. Support PDFs – published in English (or English and 1 local language , ignoring other secondary languages), often long. Always dense and containing industry specific terminology that no ordinary customer would no without Googling, and usually rarely read.

We’ve Lived This First-Hand.

We come from fintech and insurance backgrounds — two industries where trust, regulation, and clear communication are essential. And we’ve seen it over and over again:

Customers get a 12-page PDF to explain their policy.
They open support tickets asking questions that are already published.
They churn, ask for refunds, or give up entirely.

Support teams are stuck answering the same things - again and again - not because the info isn’t there, but because no one can find It and act on it.
We felt it personally – as customers and people building and selling in this industry.

We Considered Building a Chatbot. Then We Didn’t.

The obvious question we asked ourselves was - “Should we just build a better chatbot?”
But we didn’t — for three reasons:

Chatbots require effort from the customer. You have to find it first (somewhere on the public website), You have to guess what to ask. Most people don’t know how to frame the question.
They’re inconsistent. Sometimes helpful. Sometimes confusing. Always a bit unpredictable.
They don’t fix the core issue. The information is still buried — just behind a conversational UI now.

And in regulated industries like fintech and insurance, that’s not just frustrating — it’s a liability.

What We’re Building Instead

We pivoted Spoky toward something simpler, and (we think) much more powerful:

We turn product documents into multilingual FAQ links that customers can actually use.
You (product or support team) upload product knowledge -> We extract clear, structured FAQs.
The generated link — or a widget — that can be shared anywhere: in onboarding flows, help centers, emails, WhatsApp replies, or QR codes.

Give the customer exactly what they need — without making them work for it.

Why FAQs?

Because FAQs are familiar, & mobile friendly and give customers clear, instant answers without making them work for it or wait for chat sessions and guess how best to talk to chatbots.

We use AI to do the heavy lifting: extract the key questions, rewrite for clarity, and support 20+ languages. You don’t have to script anything. You don’t have to build a knowledge base. You don’t even need to change your existing customer facing documentation.

We’re still early, learning & improving. But we’re building something we wish we had in our last jobs, and more importantly as customers who had (and still have to) sift through endless pages trying to find simple answers.