Give your customers best practices, not just FAQs

Most companies focus on creating content to sign up new customers, but often neglect providing helpful resources once the customer is already using their product. Intercom believes that educating and motivating customers through high-quality help content is essential for building loyal and engaged customers. To achieve this, they emphasize giving customers best practices, not just FAQs, by addressing the entire job they want to do, rather than isolating individual questions. They also stress the importance of using real-life examples, writing about how their product is used, mirroring customer language, and revisiting content often to ensure it remains fresh and valuable. By following these principles, companies can create help content that empowers customers to self-serve on issues, reducing the need for support and increasing customer satisfaction.

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