Great customer support is undeniably impressive, but is it enough to truly satisfy your customers? Customer loyalty is a complex puzzle with numerous pieces.
Customers crave instant and independent solutions. Even before the pandemic, customer preferences were shifting towards self-service options, with a staggering 67% of customers preferring to utilize self-service. Furthermore, 73% of customers choose to solve issues on their own, rather than having to contact the customer support team.
A strong knowledge base is at the heart of highly-satisfying customer self-help services. In fact, 91% of Coleman Parkes survey respondents stated they are likely to utilize a knowledge base if it meets their needs.
So how exactly can a strong knowledge base benefit your business? When is it reasonable to invest in a knowledge base? How do you make your knowledge base not only helpful but also a lead magnet?
Let’s dive in!
It’s apparent that a strong knowledge base can lower support costs and enable support agents to focus on more complex and critical issues, leading to improved overall efficiency. We’ll not delve into this. However, a truly strong knowledge base goes beyond these benefits. And here’s why:
In today's competitive landscape, being perceived as an industry expert is the key to standing out from the crowd. By equipping your business with an all in one knowledge base, you can skyrocket your credibility and position yourself as the go-to authority in your field. Just think of it as your high school diploma.
One wrong move or a lack of clear instructions can lead to a devastating loss—customer churn. Consider introverted or time-strapped customers; reaching out to your customer support team is not their first instinct. Instead, they seek immediate solutions. And if your business fails to provide them, they won't hesitate to switch to your competitors. But fear not, for there is a game-changer: a robust knowledge base. It can save the day, retaining customers, and ensuring their loyalty by providing accessible, self-service solutions that keep them engaged and satisfied.
This powerful tool also serves as a centralized hub for onboarding materials, standard operating procedures, and best practices. With a comprehensive knowledge base, new hires can quickly ramp up their learning curve, acclimate to their roles, and become productive contributors to your organization. In addition to this, a knowledge base also serves as an ongoing resource for continuous learning and development. It provides a reference library that empowers employees to access the information they need anytime.
By setting up analytics for your knowledge base, you can analyze customer behavior, search trends, and popular topics to gain a deeper understanding of their needs and preferences. Inform your support strategy, content creation, product development, and marketing initiatives with valuable data and analytics from your knowledge base. Harness the potential of customer insights to drive growth and deliver exceptional experiences.
Now that you know the transformative potential of a knowledge base, it’s time to move on to practical advice on creating a strong knowledge base and making it a tool that not only informs your customers but also brings in new sales.
So, how do you convert your knowledge base?
To effectively convert customers through your knowledge base, it's essential to dive deep into their needs and pain points. This understanding serves as the foundation for creating valuable content and structuring your knowledge base accordingly.
Begin by conducting thorough research and gathering insights about your target audience. Identify their challenges, questions, and areas where they seek solutions. The data will walk you through determining the content that addresses their specific needs and aligns with their journey.
You can use the value proposition canva approach to your knowledge base
Potential value propositions for knowledge bases
Customer Jobs: Gaining self-service solutions, finding answers to questions, and improving efficiency and productivity.
Pains: Difficulty in finding relevant information, reliance on customer support for simple queries, lack of accessible and up-to-date resources.
Gains: Quick access to relevant and accurate information, empowerment through self-service capabilities, improved problem-solving and decision-making.
Products & Services: a comprehensive knowledge base with categorized articles, search functionality with accurate results, regular updates, and maintenance.
Pain Relievers: well-structured and organized content, easy-to-use search functionality, regularly updated and accurate information.
Gain Creators: Visual aids such as images, videos, and tutorials, integration with live chat for additional support, analytics to track usage, and an improved user experience.
This value proposition Canvas highlights the customer jobs, pains, and gains associated with utilizing a knowledge base, as well as the specific products, services, pain relievers, and gain creators that address these needs.
You can make this canvas more specific, considering your product offerings and the pains of your specific audience. A good source to find the pain is always customer feedback.
Utilize the AI capabilities of the chosen chatbot platform to train the chatbot using your knowledge base. Ensure that the chatbot understands the context, retrieves accurate information, and provides relevant responses to user queries. It will enhance your knowledge base and provide real-time support to customers. As a bonus, chatbots can learn from customer interactions and gather data to help improve the overall knowledge base.
After having a knowledge base all published and optimized and activating AI automation, the next step is to connect them. This implies that AI algorithms will leverage the knowledge base to comprehend the context of visitors, address their inquiries, identify customer requirements, and provide the best possible solutions. Luckily, modern chatbots include features such as integration with existing systems in a few clicks.
To further enhance the user experience and engagement with your knowledge base, consider incorporating interactive content such as videos, tutorials, and infographics. Here's how interactive content can enrich the knowledge base experience:
Regular updates and maintenance are essential to ensure that the knowledge base remains accurate and relevant. Establish a review process involving subject-matter experts to verify and update articles as needed. Encourage feedback from customers to identify areas for upgrading.
Continuously remind customers about the existence of the knowledge base and educate them on its benefits. Use various communication channels to periodically remind customers to explore the knowledge base for self-help solutions. Highlight the advantages of using the knowledge base, such as faster issue resolution, 24/7 availability, and access to comprehensive resources. Reinforce the message that the knowledge base empowers customers to find answers independently and saves them time and effort.
Incorporate relevant keywords, tags, and metadata. Ensure that your articles are properly tagged with appropriate keywords and metadata. This will help search algorithms understand the content of your articles and deliver more accurate search results. Consider incorporating auto-suggestions or predictive search, which provide real-time suggestions as customers type their queries, making the search process easier. Users also have the flexibility to configure search filters according to their preferences, enabling them to refine search results based on specific criteria like date ranges or specific values.
Evaluate the ratings and feedback customers provide on individual articles within the knowledge base. This data can highlight areas that require improvement, such as articles with low ratings or frequent negative feedback. Identify these articles and prioritize updating them to provide more accurate and helpful information. Additionally, review customer feedback for suggestions or requests for new content that can fill any existing gaps.
Utilize analytics to measure the rate of successful self-service resolutions. Track the percentage of customer inquiries that are resolved without requiring further assistance from a support agent. A higher self-service success rate indicates that customers find the information they need in the knowledge base, reducing the need for direct support. Continuously monitor this metric to assess the effectiveness of your knowledge base and identify areas for improvement.
By outsourcing your multichannel customer service team to Ever-Help Service, you can complement your knowledge base with expert support across all channels. This seamless integration allows you to provide personalized assistance and deliver exceptional customer experiences. With Ever-Help Service's dedicated professionals working hand in hand with your knowledge base, you can revolutionize your customer service, ensuring that every interaction is efficient, satisfying, and reflective of your commitment to excellence.
It’s time to unleash the power of a revolutionary knowledge base to empower customers and transform your business. Revolutionize your customer experience with an AI-powered knowledge base that delivers personalized solutions, reduces costs, and amplifies satisfaction. By prioritizing content quality, personalization, and performance analysis, you can ensure a seamless user experience that keeps customers engaged. Embrace interactive content, constantly verify accuracy, and actively seek feedback to propel your knowledge base to new heights.
Also, if you are ready to move even higher with your customer support quality, give us a call to find out how EverHelp can help your business and discuss the next steps.