A generic user is good to have when you start filling the forum with questions and answers or when you want to post information in the forum with the company as the sender.

You add a generic user in the same way you add a regular user. Create the user with an e-mail address that is available for the whole customer service team use, that way everyone can use it.

You add a user the same way as you add a regular user. But name the user something general e.g. LoveGelato and give it a generic image.