When having a small business is an advantage
Did you ever try to bargain with "amazon.com" for a book? Or with Ebay for listing fees? I guess not.
How often have you been irate over an answer from a customer service department, which did not answer your question at all, because nobody bothered to read more than the subject line of your mail? All you got was some useless information, copy/pasted from exactly the FAQs that did not answer your question in the first place.
Sound familiar?
Welcome to everybody's web-service nightmare.
The good news is: You can do it different and make a difference.
Give people customized answers. This does not mean that you can't use templates, but at least READ before you copy/paste and then edit the text so it fits.
A good way to build up a set of templates that are good to use for YOUR business is, to really take time to answer the first customer inquiries, and to answer them thoroughly. Then copy the answers in a document that you save, and the next time a customer asks that question, you'll be able to give him a good & thorough answer in no time. (BTW: You'd be amazed, just HOW many questions you'll get that are the same, even if you write it in your FAQs….)

In a nutshell:
Every minute you take to service your customers is a mile advantage against the "big guys".
Every time you bend your own rules in the advantage of the customer, they'll like you better than any process-and-procedure-optimized warehouse.
You have these cards in your hand when you are not a multi-national company: play them.