Consistent Help, new in WCAG 2.2, requires that when a site offers a help mechanism, a live chat widget, a contact-us link, a phone number, across multiple pages, that mechanism appears in the same relative position and order each time, so users do not have to relearn where to find help on every new page.
This is especially valuable for people with cognitive disabilities and anyone under stress while trying to resolve a problem, for whom an unpredictable location for support options adds unnecessary friction at exactly the wrong moment.