In my experience, the amount of human touch you need to provide through support, sales, implementation - is more a function of your audience than anything else.

In my experience, the amount of human touch you need to provide through support, sales, implementation - is more a function of your audience than anything else. Selling to software developers, you can probably get away with low to no touch across the board. Selling to SMBs who aren't all that computer savvy? Their default reaction is going to be to look for a phone number when they have a question. They may not even know what an FAQ is.