With expectations around customer support getting more and more intense, companies across all industries are investing copious amounts of time and resources into building their knowledge base. But here’s the kicker: many customers still prefer to pick up the phone rather than dive into those meticulously crafted articles. Do they even read what you’ve painstakingly put together? More often than not, the answer is a resounding no. So what’s the issue?
The help centre conundrum
So, why does your help centre fall short despite the endless hours spent perfecting it? The truth is harsh: only 30% of customers will engage with the content. Hours are poured into writing, updating and managing content — only for it to end up gathering digital dust. But the good news is there’s a beacon of hope on the horizon.
The challenge lies not in the content’s quality but in its relevance. Understanding customer behaviours, their preferences, as well as their pain points is what should be driving your content creation. It’s about providing solutions to the problems they regularly encounter, not just filling pages with information.
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Beyond ticketing systems
Ticketing systems like Zendesk, Intercom and Freshdesk offer knowledge bases, but the reality is that knowledge management isn’t their forte. To truly nail customer support, there needs to be a deeper, more specialised approach.
Enter: dynamic content management — a niche solution that can unlock customer satisfaction. These systems decipher patterns in customer behaviours, going far beyond static articles to provide a completely personal approach. They adapt and cater to individual customer needs in real-time, which means they always get an engaging experience.
Niching down for success
As a decision-maker, knowing when it’s time to pivot is arguably more important than the act of pivoting itself. Instead of settling for a one-size-fits-all general ticketing system, choosing a dynamic platform can transform your customer support. This is because dynamic content management systems provide content that’s specific to the needs of your customers. They don’t just deliver information — they deliver an experience. In other words, it’s like enjoying an oat latte poured by a seasoned barista in a Surry Hills institution, rather than drinking an outdated instant sachet that’s been buried in your pantry since 1993.
The million-dollar question: how do you find out what your customers actually want? The answer lies not in quantity, but relevance. While drowning in a sea of data, you need to find the informational gems — the precise insights that will eliminate your customers’ pain points.
Crafting an exceptional experience
Dynamic content management does two things very well. It can answer a huge library of questions, yes, but it can also deliver an experience that your customers won’t soon forget — personalised, insightful and exactly what they’ve been looking for.
By leveraging AI-driven insights, these platforms continuously refine their content strategy so that it’s always relevant and resonates with your customers’ changing needs. In other words, your customers will be able to find the right answers while feeling understood and valued.
Taking the customer-centric approach
Adopting a dynamic content management system can help your business move away from a static repository of information. In its place, you’ll have an agile, responsive and tailored system that can take the customer support experience to the next level. You’ll be able to anticipate customer needs and provide them with specific content that addresses their issues proactively.
Customers have expectations that you’ll be able to provide them with an intuitive and seamless support journey. That means now is the time to transform your customer support game. AI-powered solutions like those created by Brainfish can flip the script — turning your help centre from an ancient pantry relic into a barista-crafted experience.
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