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.
An infamous stat in the Harvard Business Review says that 81 percent of customers prefer to find answers themselves.
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
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
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。