Top tips for building a thriving help center

Your customers want to help themselves. They are more technically savvy than ever and have come to prefer the DIY approach to solving their issues and answering their own questions. A help center is a must for your business — but that doesn't mean you shouldn't talk to your customers. Let's discuss what a help center means, why you need it, and some best practices.

Published August 22, 2013
Last updated April 20, 2021

One of the first things you need to know when you're learning about help centers: Self-service matters. Not a little bit... Self-service matters a lot.

Why self-service is important in customer service

The evidence is overwhelming — your customers like to find answers on their own!

In our own research we've found that most people prefer self-service over speaking with a representative. Almost three-quarters of Gen Z respondents and more than half of millennials, in fact, said they start with a search or a company’s help center.

In 2019 we found that customers were almost twice as likely to use self-service as a company is to offer it: 40% of customers start with a search engine or help center when getting in touch with support, while only about 20% of teams are offering self-service. A year later, in 2020, still less than a third of support teams were offering self-service.

In the guide that follows, we'll help you understand what it takes to build an all-in-one knowledge base, community, and customer portal.

Why you need a help center

  • A help center increases customer satisfaction by providing better service and meeting the needs of customers who prefer self-service
  • A help center reduces costs and increase efficiency by eliminating repetitive costs so agents can focus on more strategic tasks
  • A help center grows your business community and build deeper connections between your company and customers

A note on ticket deflection

“Deflection sounds defensive,” says Dave Dyson, senior customer service evangelist at Zendesk. “It's not that you don't want to talk to your customers — but you do want them to have information, readily and easily, so that they can solve problems themselves.”

How to kick off your help center

Before you start building an FAQ page, you should know what features to include. We've rounded up a selection of FAQ pages with unique characteristics—such as customer personalization and expanded self-service offerings—that make them especially robust and informative.

  1. The planning stage: Set goals
  2. Measure for improvement
  3. Create a great experience for app and mobile
  4. Encourage employee participation
  5. Focus on the user experience
  6. Market your help center

1. The planning stage: Set goals




2. 衡量以便提高



  • 社區分析統計
  • 解決時間
  • 由工作人員解決的問題百分比與透過客服中心解決的問題百分比的比較





3. Create a great experience for app and mobile


正如 Zendesk 基準所述,很明顯,使用行動裝置的消費者越來越多。眾所周知,隨著智慧型電話和平板電腦的興起,消費者轉而使用行動裝置;消費者偏好透過論壇和客服中心與品牌互動,這些趨勢顯而易見。



4. Encourage employee participation




  • 市場行銷:瞭解客戶之間的互動,並幫助促進互動關係。客服中心也是一個找到並熟識客戶技術傳教士的良好方式。
  • 產品與支援:幫助解答疑問、回覆評論。這些部門協同合作可將從社區學到的知識用在加速反饋週期上。他們還可藉此機會聆聽客戶的想法,收集反饋意見。
  • 銷售:積極參與到客服中心可使您處在業務第一線的銷售部門與客戶緊密聯繫起來。此外,客服中心也為持續的銷售週期提供了非常好的深入見解。



5. 專注於使用者體驗







6. Market your help center

What's the use of a help center if no one is using it? Once you have selected your technology, set your goals, and built out your site, you need to drive users there. With this step, it is important to involve your marketing team, or at least to start thinking like a marketer. How are you going to invite and attract visitors? How are you going to promote the site or even particular aspects of the site? And, are there ways to leverage the community to help support other marketing programs?



How is an internal help desk different?

Maybe you've seen the term internal help desk and wondered. This differs from a standard help desk that serves customers en masse, using a software product to organize conversations. Many corporate decision makers are including internal help desks into their accelerated digital plans. An internal help desk is a centralized hub for employees to access information around process, products, and services that are offered internally. An internal help desk is a key aspect of an excellent employee experience, especially as ongoing shifts in the world and the workplace force employers to compete for top talent.


有了合適的合作夥伴與精准的建議,客服中心的設定與維護比想像得更容易。儘早確定目標,讓它們來為您的實作提供指導,而且在做決策時,始終將您的客戶放在最重要的位置。客服中心設定完成後,您即可開始衡量其是否成功 —— 而在您的不斷參與下,成功只會越來越大。

See some great Help Centers in action or
start using Help Center today!