It\u2019s Thanksgiving weekend and you\u2019re going to visit your parents on the opposite coast. You get to the airport, and you have two options: do I check myself in at one of the kiosks, or go to the agent behind the desk over there? Odds are, you choose to help yourself.<\/p>\n
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These days, so do the majority<\/a> of customers and users. As we\u2019ve gotten further and further from the brick and mortar storefront expectation, we\u2019ve begun to expect a very different kind of assistance: an almost invisible one. Customers expect to be provided with the tools do it themselves. Whether it\u2019s at the airport, on our computers, or on our phones, we\u2019re living in the \u201cI\u2019ll just do it myself\u201d era.<\/p>\n Take a look, for instance, at what\u2019s happening with IT<\/a>. Once a large and vital component of every organization, as the average technology user has become more and more adept at using, and even fixing their own devices, we\u2019ve seen the fall of the IT empire. Rather than existing as its own siloed department, technology is now incorporated into all parts of an organization. It\u2019s the age of the millennial, and the future workforce is equipped to self-implement technology anywhere and everywhere they need it.<\/p>\n For mobile, providing self-sufficiency consists largely of having an excellent in-app FAQ section. The three most important aspects of mobile FAQ sections consist of:<\/p>\n The content is cached onto the device, rather than downloaded from the web. When users are in-app, they\u2019re not going to want to leave whatever they\u2019re doing to view the FAQ section. Imagine how ludicrous it would be if you were on the web, and had to call to hear the FAQs. Keep them in-app and easy to find.<\/p>\n A search that auto-loads, as the user types, with relevant results. We\u2019re in the Google age; customers want their needs anticipated, or perhaps they don\u2019t even know yet what they\u2019re looking for. Having a search that auto-loads based on the information they\u2019ve given you so far (i.e. as you type \u201cwhat cards\u2026\u201d the search function will automatically offer up \u201cwhat credit cards can I use for checkout.\u201d). This level of intelligence is a veritable secret weapon to keeping your customers satisfied.<\/p>\n Establish metrics and feedback loops to make your FAQ section a living, breathing entity, that changes along with its readers. Say, for example, that 350 users have opened the \u201cHow do I change my payment method?\u201d article in your FAQ, but 270 still contacted customer support after clicking on that article. By looking at these performance metrics (which FAQs lead to tickets, which lead to good ratings) alongside user data (like what device they’re using, what battery level they’re at, etc), your support and development teams can find patterns, and improve on FAQs and app updates.<\/p>\n The importance of a native, easily searchable FAQ goes beyond revenue; it is a crucial aspect of mobile customer service– an entity that can make or break your app, or even your company. Just ask FollowAnalytics\u2019 CEO Samir Addamine: \u201cCustomer service is the primary purpose of brands\u2019 mobile presence, especially in banking, insurance, retail, ecommerce, travel, hospitality, and automotive.\u201d In a recent survey the company performed with small app businesses, 38% reported<\/a> that their primary purpose was improving customer service. Less than a quarter said the purpose of app creation was increasing revenue. A system that allows users to help themselves as efficiently as possible should be the centerpiece of your customer service strategy.<\/p>\n Think back to the airport: are you more likely to remember a flight that went smoothly, or that time when check-in took an hour, you barely made the flight, and the airline lost your luggage? Users are way more likely to remember a negative experience than a positive one.<\/p>\nAll About Being Native<\/h3>\n
Make It Searchable<\/h3>\n
Analytics Are your Best Friend<\/h3>\n