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Amy Post
by Amy Post
on July 24, 2018

If you’re looking for a way to decrease the amount of customer support calls your business receives and provide an enhanced support process for your customers, a knowledge base is the perfect solution. Truth is, today’s customers don’t really want to talk to your support representatives after all. In fact, Forrester reports that 70% of them would prefer to simply log on to your website and get the answer for themselves. That’s where the need for a company knowledge base comes into play.

What is a knowledge base?

An online catalog of information about the product or service you provide. Your customers can use it to quickly address common needs, concerns, or problems they may experience with your product or service.

Why You Should Have One

The knowledge base takes the customer support process and changes the game a bit from being a reactive system to a proactive solution-based process. Instead of customers having to notify a rep, submit a ticket, and wait for a response, the knowledge base provides them with everything they need to resolve an issue on their own immediately. A recent Gartner study projected that by 2020, the customer will handle about 85% of the relationship they have with a business, and they may never interact with a human at all.

The benefits of creating this type of information epicenter can be significant. Many businesses report a 45% significant decrease in phone calls as well as a measurable increase in site traffic after launching a knowledge base for their business.

What to Include in a Knowledge Base

Now that you understand the value behind having a knowledge base for your business, it’s time to determine what information should be inside and readily available for your customers. At first glance, this may seem like an overwhelming task, especially if you have a large variety of products and services. However, taking the process one step at a time can make it less overwhelming. Here are a few suggestions for building out the content:

  • Start Small. This resource is something that, in most cases, can be built over time, so feeling as if you need to tackle every single question your support reps receive right from the start isn’t the best approach. Use data from your ticketing system or Google Analytics (in the behavior area check for the common terms people search for within your internal site analytics) to guide you to five or so of the most frequent and easy to solve customer service requests you receive, and start with those. Once those are completed, move on to another series of five.
  • Limit the Complexity. A good rule of thumb is, if the question you are addressing can quickly be resolved via email, it’s probably something you can utilize as a knowledge base article. The more complex the issues, the more appropriate they are to be routed back to a live chat or the phone.
  • Always Monitor for New Information. As time goes on, and products, services, and business items change, you must have a process for ensuring you are addressing those issues within your knowledge base with new articles as well as updating those older articles to reflect those changes.

Another helpful tip: If you are limited on data, check your social media channels to see what your customers are talking about and build your first knowledge base articles off those discussions.

Knowledge Base Tools

Now that you know why you need a knowledge base as well as what information it should contain, you’re probably wondering how you can get one live on your website? We recommend utilizing the new HubSpot Services Hub. It comes with a pre-made knowledge base you can easily customize for your business. It also comes with additional resources to help monitor other areas of the customer experience process like automated customer surveys and net promoter score tools.

If you’re ready to get started, click below and we’ll get you a demo of the tool.  

 

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