Ya such type of problems is always faced in Online business as we also sales the software and faced such type of problems. Then we found a solution and make that apply with our every type of software, when we develop a software or for already developed softwares or products, we made a specific user manual for our all the products in simple English language explaining all the technical words over there. Now we give the user manual with the products purchased by the customers, most of the queries are calmed down by the manual and others are replied by the mails.
Another problem with live support: You as support-employee always have to wait for a few minutes until you get their thousand questions (which are answered on the site), but if the person that started the chat has to wait 20 seconds, he says 'are you still there?'. I mean, it's not like my employees have 40 hands and 20 keyboards to answer all their questions within 30 seconds :/ Anyways, making a huge knowledge-base can indeed help like mentioned already