Churn Rate? Let There be a Knowledgebase

Vinish Garg
Jul 24, 2015 · 3 min read

So often it happens that when I am evaluating a new product, or I am looking to buy something from a new app, I look for some instructions. Regardless of my experience whether I find the information easily and whether it serves the purpose, it has strengthened by belief that customers often look for some help or instructions.

When I start using a product, I look at its support forums, and whether I can use Google to find some information or instructions about the product. For example:

Skype and Basecamp make me extremely happy as I can find the required information, instantly, on Google. I could have also found this information in Skype support community content or in Basecamp documentation, but if Google too helps, nothing like that!

“Good, that the business cares for its customers by providing me information that I need, on Google”. I said to myself.

This is where a product knowledgebase plays a really important role to help you make your customers happy.

Customer Support, an Important Parameter

Customer support is an important parameter when potential leads or prospects evaluate a product. A great customer support that is timely, professional, and is proactive, certainly adds competitive advantage for a product.

However, the helpdesk team providing support via emails or phone is only one aspect of customer support. The other and equally important aspect is to provide self-service to product users, by a knowledgebase. For most of the products particularly on web, it is important to provide different options to your customers to seek help, by using helpdesk support where they can write or call, an online chat opportunity, and a knowledgebase.

Let There be a Knowledgebase

You often do some analysis when your customers leave, whether the feedback points to the product value to them, pricing, or to ‘customers do not need the product anymore’. Just think how your customers feel when they are struggling to use your product for a certain feature and they cannot find accurate information, easily. Now imagine how it would have delighted your customers if they had found some instructions in a help article, similar to Using @mentions on Slack, or edit your listing details in Foursquare.

A knowledgebase is a part of your customer support strategy, and it can make your customers think again before they make a decision to stop using your product.

To see a few examples of a minimum viable knowledgebase, click on any product name at In23Hours. To see how In23Hours can brand the knowledgebase for your custom branding, see how we have done it for KarmaCRM knowledgebase.

Do you agree with me that absence of a knowledgebase can contribute to the churn rate for your product? Share your thoughts and I will be happy to discuss it further.

Write your questions or comments at @In23Hours, or write directly to the makers — @vingar and @shenagarg. I will also appreciate if you can hit Recommend below, and share it in your community.

In 23Hours

Content. Knowledgebase. Customers.

Vinish Garg

Written by

A Strategic Story Designer. For right investments in product teams for 360-Perspective on UX and CX. Co-founder Stippi.

In 23Hours

Content. Knowledgebase. Customers.

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