The acronym FAQ stands for Frequently Asked Questions. A FAQ is a document, usually constructed in the format of Questions and Answers, containing recurring questions about a certain subject.
This is an important resource for any company looking to improve the support management process by offering a self-service experience to its customers.
Thus, you generate value and credibility for your customer, assertively bringing up the doubts that may arise during their journey through your product.
Remember, an FAQ is a living document, so it’s expected to be constantly updated! In this post, we’ll show you how to make a smart FAQ for your business.
Benefits of an FAQ
Increase in team productivity
When you anticipate your customer’s questions, you prevent them from needing to contact your support team unnecessarily. With this, you generate more intelligence for your team, which can work with a focus on more complex cases and gives your client more resolution autonomy.
Reduces operating cost
Imagine allocating an entire team to answer how to hire your service, or what the value of your plan is when you can offer an easy and practical solution in a document with all the necessary information about your product. And that this document will be available 24/7, making it easier for your customer to decide when they need it and not just when your support is online.
Reduce waiting process time
Waiting time for service is directly linked to customer satisfaction. The longer the wait time, the greater the customer’s frustration with the experience provided by the company.
How to create a smart FAQ
1. Know your product journey
You don’t need to have a high number of calls in your company’s support to know that many customers will ask about the value or how to purchase a certain service. Therefore, anticipate common questions, and produce a FAQ with some topics that answer basic questions about your product.
2. Find out what your customers are asking about
We’ve already talked here about how important it is to build the user journey in your product. Have a path already mapped to receive it and lead it to a safe and reliable acquisition.
Then, always be aware of the doubts that will appear frequently in your support. The FAQ is living material, and it is your customer and the process of listening to them that will determine which questions you should add to your document.
3. Organize the doubts
This tip is universal: organize your doubts by topics in common. If you’re putting together an FAQ on how to buy software, it doesn’t make much sense to start with questions about how to configure it.
It is important to organize the subjects so that your client can read all the necessary information in one place, instead of scattered across different documents.
Answer the questions objectively and didactic.
The FAQ is a question and answer document, a dialogue with your customer. It is not because the document is objective that it should not be didactic, especially with questions that involve Yes and No answers.
For example: “Does company X accept credit cards? A: Yes.”
We understand that the answer has been given, but we can already imagine the support calls raising numerous other questions that can be implied when asking about credit cards. Therefore, provide complete answers and contemplate as much as possible the doubts that may arise after the first question.
So, to complete the example, how about answering: “Yes, we accept Visa and Mastercard. Through them, you can also pay your purchase in up to 10 interest-free installments.”
4. Preparing the nest is just as important as preparing the document content
Think about where you will host your FAQ. Think about the font you will use if the questions will be in bullet points, or H1, H2, or if they will only be in bold.
The main thing here is to configure it in a way that makes the text scannable and pleasant to read.
Create a differentiation between what the question is and what the answer is, using one of the techniques mentioned above. In addition, use other resources that you deem necessary, such as images and gifs, as well as internal and external links.
But keep in mind that the FAQ is objective material! If you feel the need to dig too deep into the topic, consider turning the question into a full-length article for customers who want to dig deeper into the topic.
5. Go ahead and show your FAQ to the world
The main objective of your FAQ is to offer the possibility of self-service to your customer, avoiding the generation of unnecessary demand for support when answering questions that can be anticipated on your website/help center or forum.
Therefore, highlight this document, inserting it in places that are easily accessible to your customer. Promote this material, as it will be useless if it is hidden.
6. Offer the opportunity to submit suggestions
Offer a way for your customer to contact you, not exclusively through your support team.
He may have seen something he would like to see included in this document, or information that needs updating. Give him that opportunity, if possible.
7. Be prepared to review the FAQ every time
This tip is self-explanatory! If your material is not up to date, it will not be possible to achieve your objective, as well as start the relationship with your client with the feeling of dissatisfaction/distrust.