Have you ever wondered how long it would take to get your car serviced, say an oil change? Wouldn’t it be great if you could go to the provider’s website and find that information on the FAQs page? It’s almost like the service shop read your mind and made it more convenient for you to fit the service into your day. Having our needs anticipated like this gives us a surge of delight—along with a small ego boost. It’s no accident, though. It’s most likely part of a proactive marketing effort to attract your business. It’s an effective tool, too, because it shows that the establishment puts your needs front and center. What’s not to like? These positive feelings can translate into a desire to return for more.
When your business offers customers proactive communication, the results can be much the same. By anticipating what your customers need before they need it, you can boost their satisfaction and loyalty—and set your business apart from the rest. Here are some ways to do just that by adding Frequently Asked Questions (FAQs) on your website to start your sales process before customers even walk through the door.
To be proactive with your customer support, you need to think and act like a customer. Take a journey through your customer’s experience, step by step. If you have a flower shop, walk in and place an order. As you go through the process, pay close attention. Do you have any questions about selecting flowers for your occasion? Is the pricing clear? Are you curious about the details of the delivery?
Then, speak to your employees. What are customers asking them? Do your sales records reveal any customer challenges? Next, survey your customers directly, either in person or via a tool like SurveyMonkey, to get their questions straight from the horse’s mouth.
It’s also a good idea to pay attention to what your existing customers are saying on social media. Monitor your company’s Facebook, Twitter and Yelp pages to identify any areas of confusion or weakness.
Once you’ve done the legwork, capture all the questions you identified in one document. Then, answer them clearly and thoroughly. After all, you want this FAQ document to be a useful tool that answers any questions your customers may have before posting to your website.
While you’re at it, claim your Google Page and fill in the description of your business as thoroughly as possible. You can even add photos and respond to reviews. The information you add to your Google Page won’t be as detailed as the FAQs on your website, but it’s a great starting point for providing online visitors more information about your business.
Your FAQs may include questions like:
Then, organize your questions into categories. While you’re at it, make the document searchable so customers can find what they’re looking for quickly. Don’t forget to have an eagle-eyed employee proofread it for mistakes.
When it’s ready, post it clearly on your website, along with any social media accounts you may have. The goal is to have it readily available to any customers—existing or potential—who may need it.
Your FAQs aren’t a one-and-done solution. After all, your products and services may change, the business climate may change, industry trends may change. For your FAQs to serve its intended purpose, you need to stay on top of these things—so it continues to be relevant and useful.
Doing so requires you to be proactive in your own planning. Assign an employee to review your FAQ webpage on a regular basis—say every month—and to make sure it’s up to date. Then add any new questions that may have arisen during that time. By keeping FAQs fluid, they’ll continue to be a valuable customer experience tool for the long haul.
Using FAQs as part of your proactive communications with your customers can head off any challenges before they become problems and make your customers—and your bottom line—happy in the process.