No matter how good a job you do in Web site design and navigation, and in trying to anticipate customers’ questions by proactively offering the right Q&A and links in the right places on your Web pages, customers either don’t see those links or they still have questions. Those questions may be specific to that customer’s account (What’s the balance on my credit card? What’s the schedule for my courses for next semester?). The customers’ questions may be semi-generic (How is a credit rating calculated and how can I improve mine?). Or the questions may be very generic. For example, customers ask “What kinds of credit cards do you offer?” over 13,000 different ways in different places on the TD Canada Trust site. TD Canada Trust knows this because they use a SaaS offering from IntelliResponse Systems, a Toronto-based software supplier. IntelliResponse provides tools that let you instrument your Web site to capture all the searches people are doing in context and to help you tailor answers to these questions with a single, comprehensive, and satisfying response, rather than to provide a list of search results or to dump you into an FAQ. I’ve heard FAQs referred to as “Find a Question”—pretty apt! People don’t want to go to a list of questions; they want a single, relevant answer!