We live in a world where the solution to nearly any problem can be solved instantly. When you need the answer to a question, there’s Google, or Siri. If your refrigerator is empty at dinnertime, you have Postmates or Munchery to the rescue. So when you need help for a product you purchased or service you subscribe to, waiting is not an option. As a Customer Success Manager for over 2 years at Swiftype, I help our clients build upon the success of their own customer service departments through the business of instant answers.
Many of Swiftype’s customers use our search software for their Knowledge Base. Knowledge Bases can vary from a FAQ or Help section provided for end consumers as a first stop in the customer support chain, to internal documentation for developers using a product. No matter what the final application looks like, help centers are becoming an integrated part of the product experience today.
Customers are searching now more than ever
Thanks to Google, we’ve all been trained to search. Customers and employees alike expect a self-help channel to service themselves prior to getting on the phone for support. In fact a Forrester survey shows that for the first time in the survey’s history, customers of all ages are using the FAQ pages on a company’s website more often than speaking with an agent on the phone.
This change in user behavior has generated a significant need for our customers to have not only a robust Knowledge Base that they themselves can navigate and find answers within quickly, but the ability for their end customers to quickly search those databases and find answers to their questions instantly.
The need for instant answers is not confined to one industry or solution. Speed and accuracy are critical in a search solution within knowledge bases across the board.
Providing Instant Answers Three Ways
Customer Support teams are using Swiftype as a means to aggregate content in one location. A customer of ours has content that sits in multiple subdomains of their site for developers, designers, their sales team, within their blog, training center and help center. As each individual portal grew, it became increasingly difficult to quickly find the information you were looking for. They’ve successfully leveraged Swiftype to search across all content types, creating a one-stop locale for all internal users when they are unsure of where to locate content.
Another way Swiftype has been implemented by customers internally is to better support call center teams. We are the internal search engine for a global enterprise organization with many call center teams who need to be able to answer questions for their end customers quickly and accurately. If decreasing call time and increasing customer satisfaction are critical metrics for your team, consider ways to make your employees more successful with a customizable search solution.
Lastly, we’ve even been leveraged for instant answers before your customer is even actively searching. Swiftype results are shown to users in a right-hand drawer that slides in when users are in their dashboard for our customer’s product, suggesting answers that are related to the page they are on.
Maintaining a best-in class customer support system is critical to businesses. Knowledge bases are a key component to providing an excellent experience. Gone are the days where your customer is willing to wait 10 minutes on hold with a customer service representative, and another 20 minutes to explain their issue, and hopefully receive a solution. The faster you can provide an answer to your customer, the happier and more satisfied they leave. And I’m in the business of making happy customers.