Does my business need a customer-facing knowledge base?
Do your customers use your product often? Are you receiving a number of repetitive inquiries regarding the use of your product or system? Do you have limited employees who can attend countless calls from your customers? If the answer to these questions is yes, then it is most definitely time to create your own knowledge base within your website.
Aside from its sole purpose of bringing fast information to your customers, it also benefits your website a lot and your brand as a whole. Here’s why:
Immediate Customer Support
Because of the accessible information through mobile phones, people now search for solutions online first before consulting someone on the line for help. Also, customers nowadays prefer looking for answers online rather than being put on hold for a long time.
Unless you have a dedicated team to answer all your customers’ inquiries 24 hours a day, an online knowledgebase would be ideal. Once you have built an easy-to-navigate knowledgebase, your customers will be able to browse through your self-help manuals to troubleshoot their problems on their own.
Driving Website Traffic
An organized and frequently updated knowledge base does wonders for boosting your website on the first page of search engines. If Googlebots detect that you constantly update your website, they will help keep your page up in the rankings.
Moreover, if you provide your customers with unique and helpful information on your website, they will appreciate your value. This will help your business be recognized as a reliable source of information.
How to get it right
Building an effective customer-facing knowledge base takes research and consideration on the perfect structure. Here are a few tips on how to have an awesome knowledge base your customers would want to use.
Keep it simple
When creating an effective knowledge base, you should aim for clarity and simplicity. You customers would want to get an easy solution when reading your manual. You don’t want them searching for an article after another because of the terminologies and jargons. When writing your knowledge base, you have to assume that your reader is a beginner in using your product. Having this mindset will help you create a straightforward and an understandable knowledge base.
You should also keep in mind the structure of your articles. Use subheadings, bullet points, indentations, spacings, or visuals (if applicable) to make it easier for your reader. Below is a great example of a digestible knowledge base from Asana.
It uses a combination of subheadings, visuals, and highlighted text to make the instructions clear at a first glance. They even provide tips for the users to give them a more personalized option when using their service!
Categorize you articles
Some of your customers may experience trouble but have no idea what to search for and how to get hold of the solution. Also, when categorizing, you should classify the articles depending on your customer’s preference and user habits. Try using titles and phrases that your users would normally search for when in need of help.
Take a look at how eFax organized its knowledge base.
From the data they have collected from their customers’ inquiries, they have categorized their knowledge base based on the frequently asked questions. Within these categories are series of how-tos for their users’ easy troubleshooting process.
How about your customers? What do they usually ask? What type of information do they usually look for? List those questions then start building your knowledge base around it.
Update, update, update!
You don’t just create a knowledge base and finish it. Once you have done it, from time to time, you will have to update it with the latest information as you update your product and service as well. Over time, you update your product, add new features, new services, new promos, etc. As time goes on, you will have different products, you will have a new system for your customers to adapt to. You will need to update your information directory as well as to not go obsolete.
Supporting your knowledge base
People nowadays expect a website to have their own knowledge base. They would want to solve the problem first by themselves instead of getting put on hold or waiting for a reply on their chat boxes or emails. However, if the problem gets too complex, you need to have your back up ready.
A Microsoft survey stated that 96% of the respondents rely on the customer service to determine their loyalty to a brand. It’s not enough that you have a knowledge base to play as your customer support. You need to be ready if a customer escalates a more complex issue to maintain a good relationship with them.
Once you have your knowledge base ready and functioning, you need to have your adept and knowledgeable customer support team ready to assist your customers. The key is, be where your customers need you. May it be through chat, email, phone call, or even social media.
Need consultancy on creating better experiences for your customers? Give us a call!