The main goal of customer care content is to anticipate and address potential questions from your customers—before they tie up your phone lines with unnecessary calls. But how do you measure the effectiveness of that content?
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We’ve already highlighted the financial benefits of customer care content. Now, we’ll review how to measure and optimize content that enhances the customer experience while saving you money.
Metrics and Measurement
Before you can start optimizing your customer care content, you have to identify the right metrics and measure your baseline.
Time on site, bounce rates, and next page paths can help you determine if your content is performing, but they don’t provide insight into the mind and needs of your customer. Support call and chat deflections are the ultimate metrics for understanding your customers’ needs and whether your content offers the solutions they seek.
Support call and chat deflections are the ultimate metrics for understanding your customers’ needs and whether your content offers the solutions they seek.
Based on those metrics, we look at two specific factors to understand where we are at and where we can improve:
- The number of phone calls and chats we receive; and
- The topics of those client interactions.
Start by tracking the number of calls and chats that come to customer service via page-specific phone numbers. Then ask agents to notate the types of questions and general topics they are reviewing with customers. This provides you with a baseline number of calls and chats, organized by topic and page, to deflect through content creation and optimization.
How to Optimize Customer Care Content to Meet the Needs of Your Customers
Now that you’ve established baseline metrics with additional context, it’s time to create customer care content that enhances your customers’ experiences with your brand.
Clearlink’s customer care content team lives by four rules when creating content:
- Start at the source.
- Review the content.
- Test the content.
Focusing on those four steps will help you create and optimize customer care content more efficiently.
1. Start at the Source
When tracking to reduce phone calls, your number-one source of information about your clients’ needs are the folks who answer their phone calls. Interview your customer support agents to get an inside look into your customers’ biggest pain points, learn specific wording around common problems, and understand where your self-serve content is failing.
Learn how to get an inside look into your customers’ biggest pain points, learn specific wording around common problems, and understand where your self-serve content is failing.
These interviews, blended with the baseline data you already gathered, can offer major insights into what content is working on your site and which areas need to be improved. Interviews with phone agents can also offer details about your user experience and site design. Our interviews will often lead us to one simple fix that reduces a large number of calls we receive.
We recommend interviewing five to eight agents and one or two training managers to get a well-rounded look into what topics are most important to your clients and driving the highest number of unnecessary calls.
2. Review the Content
Thanks to your knowledgeable agents and newly gathered data, you have a deeper understanding of where your content is underperforming. Now it’s time to take that information and review your customer care copy and format.
Review your copy and look for missing or unclear information based on the feedback your agents gave you. Customer care copy is often cluttered, unnecessarily detailed, and difficult to navigate. Your goal is to optimize the content to include only the necessary details and adjust the content format to make it more accessible and user friendly.
Consider various formats that could help you get your point across better:
- Bulleted lists
- Video tutorials
- On-site walkthroughs
- Graphic elements
- Strategic bolding or other font distinctions
Remember, the idea is to make your content easy to read and visually appealing, enhance your customers’ experiences, and encourage customers to find solutions on their own—without calling in.
3. Test the Content
Once you’ve optimized the copy and format of your customer care content, it’s time to test the validity of those decisions against your goal of deflected phone calls and chats. We suggest working with your CRO and UX testing teams and a dedicated team of phone agents to run A/B tests on the support content. Are you receiving fewer calls from page-specific phone numbers when your changes are implemented? Are your agents getting fewer questions about specific content? Did your changes create other issues?
Make your content easy to read and visually appealing, enhance your customers’ experiences, and encourage customers to find solutions on their own–without calling in.
By testing your content, you will gain insight into what about the newly written and formatted content works and what doesn’t. The insights you gain from optimizing and testing one piece of content can provide insight into how to create a better customer care experience in future content iterations as well.
Opportunities to improve your content and reduce support calls abound. Repeat this process constantly to keep your content up to date with your customers’ needs.
Creating Customer Care Content That Works
By honing in on the right metrics of measurement and using that data alongside phone agent interviews, you can begin creating better optimized customer care content. And by reviewing, optimizing, and testing that content, you can confirm that it works to reduce phone calls and chats—and enhance the customer’s self-serve experience.
To learn more about how your customer support content can improve, reach out to our team of customer care content professionals.