Delivering exceptional customer experiences on your website requires much more than a fancy flash designed website. Useful Content is generally the #1 rule to evaluate when going through a website Heuristic analysis. When you are trying to drive more self service across your business, there are a subset of rules to follow as well. The good news is that it can be done effectively in 4 simple steps. Applying the steps below when developing or upgrading your knowledge base should certainly help your customers to avoid calling your call center. Download the entire presentation for full details on how to implement each of the steps below.
1 – Making it easy to read - Practices like ensuring answers are at or below 8th grade reading level, and appropriately titling your answers are critical steps to include in your knowledge base answers. Slide 3 has a summary of the rest of the best practices to follow below.
2 – Making it easy to use - Avoid having an answer that contains multiple link to other resources or answers, and when necessary – escalate the answer to another preferred channel like email, or chat from within the answers.
3 – Making it easy to find - Remember that 20% of the content generally creates 80% of the interest your customers have in your knowledge base. Consider placing 20% of the content front and center on your site and follow the rest of the best practices like optimizing your content to make it SEO friendly below.
4 – Map Answer Complexity to a Preferred Support Channel - Not every answer to your customer can be found in a knowledge base answer. Very often you may need to capture information from the customer before an answer can be resolved. In these cases, an email form maybe an ideal solution prior to solving your customers issue or consider escalating to real time chat.