One of the most common customer service misperceptions is that customers prefer to call you.
The telephone is still the primary communication channel used, but is quickly followed by self-service channels – a cost effective way to provide accurate product information to customers. According to Forrester, 72% of customers prefer self-service to resolve their support issues rather than contacting companies via phone or email.
Unfortunately, many of the current self-service options companies use don’t offer a very positive customer experience. In fact, only 56% of customers who used Help or FAQ’s were satisfied with their interactions. So there’s definitely room for improvement.
Below we offer a few tips to create a superior self-service experience for your customers.
Eliminate the Laundry List of FAQ’s
When customers go to your support site and see pages of FAQs, most will spend a few seconds quickly glancing to see if they can find their question. If not, they will move on to other support channels.
Enable Quality Search
Now that you have gotten rid of the FAQ page, what do you do? Easy. Replace it with a search bar so customers can quickly enter their question and get an answer. The key here is to make sure your search results are spot on to answering the customer’s question. A search results page filled with irrelevant answers will instantly drive customers away. For instance, MindQuilt’s search results display highly relevant results not only with text answers but also relevant videos, documents, topics, and subject matter experts – everything a customer may be looking for in one, eye-pleasing results panel.
If a customer can’t find the answer to their question, make sure that your contact information is only a click away; don’t make customers have to go on a hunting expedition to find a means of contacting you. In MindQuilt, if a customer asks a question and can’t find the answer, they can easily click one button to ask a new question which is then automatically routed to an expert in that topic.
As an adjunct to traditional search, we recommend providing customers the ability to browse support information by topic. With just a few clicks, customers can scan areas of interest for articles, videos, and other topic-specific information. MindQuilt’s topic-based content management makes this effortless on your part.
Keep Information Current
Customers will quickly abandon your self-service solution if they encounter outdated content. As a best practice, be sure to incorporate updating the self-service content into your processes. Also, a general periodic review of the content is a good idea. You want to convey to customers via blogs, LinkedIn updates, and occasional email reminders that your self-service solution is the go-to method for finding their answers.
This should go without saying but we’ll say it anyway: make sure your self-service solution is always available, day or night, and is available on any Internet connected device. You don’t necessarily have to develop support-specific apps, but make sure your site is easy to use on smartphones and tablets in addition to laptops and desktops.
Use it Yourself
Within the tech industry, we often utilize a saying, “eat your own dogfood” which certainly applies here. Ideally, you as a company want to utilize the same solution internally that customers use for self-service. For instance, MindQuilt allows you to publish content for either internal Q&A or for both internal and external Q&A. This allows your support agents to see the same results as customers see (plus additional internal only results) which not only increases your efficiency but also allows your agents to constantly experience what customers are seeing.
Knowledge-based self-service solutions are critical to efficiently answering customer inquires as the overwhelming majority of customers use web self-service knowledge to find answers to their questions. Ensure you are offering a superior customer experience with your self-service support.
For more information on how MindQuilt’s next generation Q&A platform might help your employees better offer outstanding customer support, please contact us for details. Thank you!