{"id":8844,"date":"2021-01-20T10:00:31","date_gmt":"2021-01-20T10:00:31","guid":{"rendered":"http:\/\/intercom.com\/blog\/?p=8844"},"modified":"2023-02-08T14:19:14","modified_gmt":"2023-02-08T14:19:14","slug":"give-your-customers-best-practices-not-just-faqs","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/give-your-customers-best-practices-not-just-faqs\/","title":{"rendered":"Give your customers best practices, not just FAQs"},"content":{"rendered":"

Most companies spend huge budgets creating content to get people to sign up to their product.<\/p>\n

But once a customer signs up, it\u2019s left to a handful of badly written FAQs to help people get the most from the product. It’s no wonder up to 60% of users<\/a> who sign up for a free trial use a product once and never come back.<\/p>\n

At Intercom, we believe that providing educational and motivational help content leads to loyal and engaged customers.<\/p>\n

Not only that, but it\u2019s fundamental to the <\/span>Conversational Support Funnel<\/span><\/a>, our framework for delivering <\/span>efficient<\/span>, personal support at scale. Great help content is essential when it comes to <\/span>empowering customers to self-serve on issues<\/span><\/a> so they can resolve queries without even needing to contact your support team (win-win).\u00a0<\/span><\/p>\n

So instead of giving customers a series of boring how-tos, we create best practice content. Think connected strategies that help users get the most from your product, not isolated how-tos. We work hard to uncover real-life examples, expert tips, and insider secrets so that our customers don’t have to.<\/p>\n

If you\u2019re not helping to educate your customers, you\u2019re giving your competitors a chance to fill in the gaps. Here are five lessons we\u2019ve learned for creating best practice content.<\/p>\n

1. Give the entire lesson<\/h2>\n

Most help content is siloed. It gives you the answer to one question, but sends you elsewhere to find the next. Instead you should write help content that addresses the entire job your customer wants to do. Don\u2019t force them to waste valuable time searching for answers. For example, our support best practices article<\/a> outlines a complete strategy for how to provide personalized customer support. It\u2019s not just a series of FAQs.<\/p>\n

Of course, customers are busy. Although they appreciate the entire lesson, they want to be able to consume it when, where and how they want. You can make that easier for them:<\/p>\n