Creating great proactive help content starts with asking the right kind of questions to get the best content out of your support team and product team. This dialogue helps resolve customer queries, increases customer satisfaction, loyalty, and retention, while freeing up the support team to focus on more critical conversations. At Intercom, they plan carefully, ask the right questions, such as what job the feature enables, how to use it, its limitations, and how to address customers' concerns, to create valuable content that addresses real problems and empowers customers to excel at their jobs. By asking these questions, you'll get answers that make great FAQs, best practice guides, and how-to guides that both engineers and non-technical colleagues can understand, ultimately fighting your customers' corner from the very beginning.