Does your business pride itself on customer service? Do you have targets for responding promptly to emails and telephone queries?

If you do, great. But did you know that there is a simple way of helping your customers without the need for answering emails and phone calls? The cost-effective solution is called customer service content — and all you need to do is update your website.

Most business people will be familiar with how their online content helps SEO which will hopefully get them noticed quicker by potential customers. The next step is to expand this content a little further, so you provide all the information customers require to make an informed buying decision. This saves time for the consumer and, more importantly, saves your company money by you not having to deal with queries.

Remember that people only contact a customer service team as a last resort, having failed to find the answer elsewhere. Relevant website content can reduce these customer queries.

What are the most common questions?

Before you start writing content, it makes sense to ask your staff what type of questions customers ask the most. If you haven’t already done so, make a log of questions and start by answering the most common ones. You can always add more questions and answers as they crop up.

If your website has a site search function, your analytics software may have already captured the search data. You can then export a detailed report to find the most common queries.

Customer reviews

From Twitter to TripAdvisor, there are plenty of ways your customers can air their views online. Search social media, local websites and forums for feedback, both good and bad. This will not only give you an idea of how your business is doing, but can help to shape your customer service content.

Once your content is live, you can then deal with the online comments by directing people to find the answers on your website.

Product advice

Ensure that your customer service content covers your entire range of products or services, including other important areas such as pricing, delivery times, personal data and returns policies.

If you require help with the content for your website, WordSmart Communications would be more than happy to help.