5 Ways a Knowledge Base Empowers Both Your Business and Customers
Do you have an Online Knowledge Base?
What was the last thing you searched for in Google? Were you able to find what you needed? Whether you’re an avid user of Google or another search engine, it’s empowering to know that you can easily find the answers to your questions at your own time. Having a search engine right at your fingertips is incredibly useful, and it’s hard to remember a time when you didn’t have it. Prior to the Internet, when you wanted to seek out answers to something, you either had to ask someone or use an encyclopedia. A Knowledge Base has some similarities to a search engine in that you have the power to search for answers independently in real time and at your convenience. It’s no wonder that more and more businesses are opting to have a central database where customers can access information about any questions they have instead of having to rely solely on their Support team to address them.
If your business doesn’t have a Knowledge Base, check out these 5 ways it can empower both your business and customers.
1) Information is in one central location.
When information is available in one central location, it’s much easier and convenient for customers to find what they need. Studies show that 91% of customers would use an Online Knowledge Base if there was one. Having this resource available demonstrates to customers that you’re willing to go above and beyond to empower them with information that they can seek out independently. Instead of your Support Team having to provide them with a PDF that may only cover a small segment of a topic, you can provide them a URL that takes them to a database which contains all the information regarding the product(s). A good knowledge center has documents and how-to articles that contain links throughout the content taking them to other supplemental materials. Additionally, there is a search bar that allows users to search the entire database. “Everything is contained within itself, and customers have access to an entire database of information, rather than a standalone piece of documentation,” says Mandy Morgan, Technical Writer at Sertifi.
2) It improves customer satisfaction scores.
People remember exceptional customer service and that can be a differentiating factor between you and your competitors. In fact, by 2020, customer service will be the distinctive advantage that sets you apart from your peers in your industry. “Outstanding customer service gives a personal touch, and part of that touch is a Knowledge Base. If a client is unable to get in touch with a person from the Support team, they can refer to this resource on-demand rather than waiting on a phone call,” says Mandy Morgan. An Online Knowledge Base provides customers a repository that they can refer to when it’s convenient for them and get the answers right when they need it so they can continue working within your product. While this tool is a time-consuming project for your team to tackle, it’s something your customers will be happy to have. Customers appreciate self-service, and it will boost customer satisfaction scores overtime.
3) It reduces support ticket volume.
Without an Online Support Center, chances are you have a Support team that is drowning in support tickets containing various questions, many of which are repetitive. When customers have an on-demand resource that they can use to resolve their own inquiries, then they don’t have to submit a support ticket and wait for a response. The amount of time your team spends answering the same questions can be given back to them if there is a central database that contains common and even one-off questions regarding your product(s). That is time your team can use focusing on providing a more consistent customer service and working on other projects.
4) It serves as a staff training tool.
Not only is an Online Support Center an empowering tool for customers, it’s beneficial for your company as well. For those seasoned team members, it’s a great tool for them to get a refresher on the products, their nuances, and feature updates. This is also a useful tool for onboarding new hires. “This can be a valuable staff training tool because all you have to do is provide a link to your team to get them ramped up, especially if there is new feature or product,” says Mandy Morgan. Sometimes it can be challenging to get people together for a product training. This allows your team to educate themselves on a product on their own time and at their own pace. Additionally, as your team explores the database, they might notice items that are missing, but could be beneficial for customers to know, so it’s a resource that you can continue to develop.
5) It helps with customer retention.
Although human interaction is valuable, it’s not the only way to provide a superb customer experience. Customer retention costs up to 7x less than customer acquisition so it’s worth your organization’s time to invest in activities and resources that enhance the user experience. Don’t think of a Knowledge Base as something that replaces the need to speak to a person. Instead, view it as an asset that empowers your customers because you’re providing them a resource that allows them to find the answers on their own. This tool demonstrates your commitment to delivering high quality customer service. And when you’re able to provide a positive customer experience, you’re more likely to see less customer churn. Happy customers are more inclined to continue using your product, and overtime, you can turn to them for advocacy activities.
Sign Up for a Live Tour of the Brand-New Sertifi Support Center
Did you know that Sertifi launched an Online Support Center for our customers? Join us on Thursday, September 6, at 12 p.m. CST for a 30-minute webinar where our Technical Writer, Mandy Morgan, will give you a walk-through of our Online Support Center and what our plans are for it.
UPDATE: You can view a recording of the walk-through of the Sertifi Online Support Center. Use the link below to access the recording.
About the Author
As the Content Marketing Specialist at Sertifi, Chandra loves all things related to writing and reading. She supports the team with content creation and overseeing the social media channels. Outside of Sertifi, you can find her exploring Chicago, recipe testing, trying out a new fitness class, or planning her next trip so that she can add to her growing postcard collection.