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Corporate Tips

Why You Need a Knowledge Base to Empower Your Customer Support

02/25/2021

Today’s consumers want to be informed and cared for. They want answers at the places they are, on their own pace. A self-service software can help you address these demands and much more.

One of the most useful components of such customer support systems is a knowledge-base. It is a comprehensive repository of commonly asked questions, containing product information, set up info, detailed procedures for bug fixes, etc. And this is how it offers a convenient way to provide customer support, reduce incoming calls, and deliver satisfaction.

The statistics don’t tell us otherwise. Modern-day customers prefer solutions that are tailored to their needs, rewarding brands with return purchases and loyalty.

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Now that we have brought you up to speed on the need for self-service support let’s look at some functionalities. The primary use cases include:

  • Sourcing, creating and publishing consumable content (text, images, video tutorials, etc.)
  • Increasing online visibility with SEO friendly answers that keep you on top of search results
  • Reaching a global audience with multilingual support, translations, and so on

Ever-evolving technologies and competitive conduct make it all the more vital to prioritize customer satisfaction. Research shows that although 50% of users may be facing issues, only 5% of them reach out to support teams. So, you run the risk of turning away dissatisfied individuals if you don’t give them an option to find resolutions themselves. A simple search page, an FAQ section, in-app answers, help articles, and training videos are all examples of such tools.

Why empower customer support with a knowledge-base

Ready-to-use article templates

Putting together a comprehensive repository about your products and services can seem challenging at the outset, but the right tools can help you organize all the information in a presentable manner. Self-service solutions typically give you templates for User Guide, How To articles, FAQs, among other things. You can either use these existing blueprints or create your own drafts, making use of the wide variety of content formatting options.

When you are sourcing articles from a team of technical writers, modern software tools can ease the creation process via features like access history, restore version, etc. You can review and update articles after they are published on your site, and this gives you the flexibility to make changes whenever necessary. Hence, the entire process becomes structured yet dynamic.

Efficiency boosting features

Implementing a knowledge-base is great for your workflow. You can create a custom review process for publishing articles on your site with the help of a knowledge management system. If you want the content to go through a particular agent, you just need to give them relevant access for granting approvals. Simple pop-up and drop-down options make your job even easier. You can also send notifications via email to selected reviewers.

The above functionalities come handy when you are trying to establish everyday procedures for your knowledge management function. Moreover, it is easier to focus on high-impact tasks when manual work is taken care of by automated technologies. Less repetition means teams feel relaxed, productive, and eager to contribute.

Reduce incoming questions

According to the Harvard Business Review, about 57% of support calls come from customers who visited the company website first. This statistic highlights the importance of having a well-organized website. It should have customer-relevant information presented in a clean and user-friendly interface. Look at the example below.

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It is bad for business if your clients have to call your tech support agents for minor issues and queries. In many cases, they might not even bother to reach you and just move on to your competitor’s product. Here, a knowledge-base software can serve as a designated library containing all your product info and resources. It lets users perform a simple search to solve their problems.

Another advantage of a self-service helpdesk system is that it brings down the number of tickets your agents have to handle. Standard answers are available upfront and customers just have to click and select to get to the next step.

You can research some keywords that are specific to your target audience, optimize your content, and include articles on key topics of interest. But the process doesn’t end at merely uploading content. To offer an excellent customer experience, you need to update your repository regularly and allow easy navigation on your self-service portal.

Analytics and reporting

Your knowledge-base software should enable you to view metrics like article and agent performance. Ideally, it needs to have the capabilities to perform analytics and generate curated reports to tell you how you can improve the overall user experience.

Reports give you a snapshot of how your content is doing, how the performance has changed over time, etc. This way, you can understand where you are lacking and identify what changes are necessary.

Additionally, having all these insights viewable and shareable through a single dashboard is great for data-driven decisions. The sections are usually composed of widgets that show you the top articles, content contributors, support agents, etc.

Customer satisfaction

Nowadays, customers want service to be provided on their terms. They don’t like unnecessary steps or delays, which makes it vital for companies to offer support where consumers are.

A good self-service site replete with a rich knowledge-base ensures that users get solutions in keeping with these time and place constraints. Instead of waiting for an agent’s response, users can be directed to solutions through a channel of choice. These capabilities help businesses achieve higher first-touch resolutions and CSAT ratings.

Consider some of these case studies involving the effective use of knowledge-base software.

M&C Saatchi enjoyed increased efficiency, superior customer service quality, and better performance management with the adoption of a self-service helpdesk. The company also saved costs and delivered immediate benefits to their agents with an easy-to-learn interface. The results were reflected in the form of end-user views on their portal, which jumped by over 300%.

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Another example is the Cordant Group, which transformed its support and service delivery with integrated IT service management tools. Customization and self-service were an important part of the mix that made the company resolve issues faster with 96% CSAT ratings.

So, creating a knowledge-base is one of the first steps in delivering high-quality customer support in today’s technology-led landscape. The aforementioned reasons will convince you to implement one today.

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