Support’s direct voice is an opportunity for your product to have better guidance, your social media to be more helpful, and your starved company blog to contain more technical insight.
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Writing is a powerful medium. You can use writing in so many places to guide, teach, evoke emotion, reduce panic, or show you care. When we think about writing in support, Knowledge Base articles are top of mind. A good KB article can help customers self-help when you are not available and speed up the responses to repeated questions. Mat Patterson, Customer Service Educator at Help Scout, sees a broader scope for support team’s writing. He believes that support is best suited to write for your organization’s wide variety of copy needs. Agents practice writing answers to questions over and over and know what works and doesn’t, so why wouldn’t you want them to help guide the content you post?
In Conversation with Mat Patterson, Customer Service Educator at Help Scout
Mat starts our chat 3800 years ago and shares a story about the world’s oldest customer complaint. While it is an odd way to start a podcast on modern support, the story points out that written language has been used for millennia in a customer service context. He tells us how support’s direct voice is an opportunity for your product to have better guidance, your social media to be more helpful, and your starved company blog to contain more technical insight.
We discuss examples of how to staff a team to have writing as part of their role and how those who might not like to write long-form can participate. The inspiration of this content can come from more places than incoming customer questions, such as your failed knowledge base searches, review sites, community forums, and voice of customer feedback. Combining these sources with a talented team will produce better, more useful content regardless of whether you are a support agent or an ancient Babylonian.
Join our podcast to hear how you can make writing a pivotal piece of your support team to engage with your customers and ensure your company’s story gets told.