Churn Rate? Let There be a Knowledge Base
So often it happens that when I am evaluating a new product, or I am looking to buy something from a new app, I look for some instructions. Regardless of my experience whether I find the information easily and whether it serves the purpose, it has strengthened by belief that customers often look for some help or instructions.
When I start using a product, I look at its support forums, and whether I can use Google to find some information or instructions about the product. For example:
- If I try to find attach file Skype call on Google, I immediately see the result and this is the first topic.
- If I find invite someone to Basecamp in Google, I find this information on the first page.
Skype and Basecamp make me extremely happy as I can find the required information, instantly, on Google. I could have also found this information in Skype support community content or in Basecamp documentation, but if Google too helps, nothing like that!
“Good, that the business cares for its customers by providing me information that I need, on Google”. I said to myself.
This is where a product knowledge base plays a really important role to help you make your customers happy.
Customer Support, an Important Parameter
Customer support is an important parameter when potential leads or prospects evaluate a product. A great customer support that is timely, professional, and is proactive, certainly adds competitive advantage for a product.
However, the helpdesk team providing support via emails or phone is only one aspect of customer support. The other and equally important aspect is to provide self-service to product users, by a knowledge base. For most of the products particularly on web, it is important to provide different options to your customers to seek help, by using helpdesk support where they can write or call, an online chat opportunity, and a knowledge base.
Let There be a Knowledge Base
You often do some analysis when your customers leave, whether the feedback points to the product value to them, pricing, or to ‘customers do not need the product anymore’. Just think how your customers feel when they are struggling to use your product for a certain feature and they cannot find accurate information, easily. Now imagine how it would have delighted your customers if they had found some instructions in a help article, similar to Using @mentions on Slack, or edit your listing details in Foursquare.
A knowledge base is a part of your customer support strategy, and it can make your customers think again before they make a decision to stop using your product.
Do you agree with me that absence of a knowledge base can contribute to the churn rate for your product? Share your thoughts and I will be happy to discuss it further.