It is well established that customers prefer to search for product information themselves rather than being served by email or phone calls. The purpose of knowledge bases is to make it easier for customers to find information .
The lack of information about 'x' product or service is the main reason why many online sales fail. Potential customers are not willing to wait for a question to be resolved and tend to distrust the help of a third party. That is why it is recommended that every company that has a website also have its own knowledge base.
Types of knowledge base formats
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There are two types of formats in business owner database which knowledge bases are stored: machine-readable and human-readable. Machine-readable formats contain information that can only be accessed and analyzed by a system equipped with artificial intelligence.
Knowledge bases in human-readable format contain documents and texts that are accessible to web users. They contain information about the company, its departments, product information, and all the content necessary for customers, as well as frequently asked questions, without requiring the intervention of another person.
The difference between both formats lies in the response speed they have.
What is the importance of a knowledge base?
The main advantage of having a knowledge base is that it makes your employees' work easier and saves customers' search time . Below we summarize the benefits it brings:
You save time for customers
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Any doubt or problem that a customer has regarding a product or service from your company can be resolved by themselves whenever they want. It is no longer necessary to go to a store in person or contact the store by phone. They only need to insert the necessary keyword into the website search engine or chatbot to activate the responses or comments previously inserted in the knowledge base . This is quite positive, since your customers gain autonomy to be able to make a decision without the intervention of others.
Lighten the workload of customer service
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When you have a large number of products on a website, it is normal for the workload of the customer service department to increase, as they must respond to all the requests made by users one by one.
With an updated knowledge base , this workload will disappear and it will be the knowledge base itself that provides solutions to questions or incidents that customers have and that are usually resolved by the customer service department via telephone or email .
It can develop over time
You can start with basic information about your products or with a survey of your customer service team to determine which questions users ask most frequently. With this information, you can start your FAQ strategy around your knowledge base and gradually add information with new feedback from customers or from the customer service department.
They generate trust in customers
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Taking the time to gather and organize information to ensure customer satisfaction not only saves your customer service team time and effort, but also demonstrates your commitment to the user experience on your website.
Furthermore, the fact that a user can resolve an incident with a product or service on their own thanks to the information and structure of your knowledge base generates customer satisfaction and trust in your company .
How a knowledge base can help improve your online store conversion
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Achieving the highest number of conversions is the main objective of any online store , hence the importance of the work done by web developers, graphic designers, content writers and, of course, customer service.
In fact, this last point, customer service, is extremely important, since a bad experience with this department by a user or potential customer can cause them to leave for the competition. The study carried out by Salesforce makes it quite clear: 78% of consumers abandon a purchase due to a lack of service during the process.
If your knowledge base is well structured, it will influence customer acquisition. Helping them and resolving their doubts or possible problems they may have had with a product or service at any time of day can make the difference between achieving conversion and not doing so . In addition, if the customer is able to resolve their problem on their own, because they have easily accessed the information they needed, their morale, trust and loyalty towards our company will increase, which directly impacts on an increase in sales.
A great option for creating a knowledge base is Crisp , a tool that allows you to manage customer support easily and efficiently in one place. Don't hesitate to try it out!
At Rumpelstinski Agency we can help you get the most out of your ecommerce , using these knowledge bases and other forms of automation to communicate with your customers in the most natural way. Shall we talk?.
