Remove customer-focused-content
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Storytelling is great, but is it enough?

Intercom, Inc.

Companies work to unlock the story of their brand , to tell the story of their target customers, use data to tell stories about their industry or provide further insights. And yet, all this emphasis on storytelling glosses over the quality that’s even more crucial for a brand’s content marketing to find success: personality.

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Reviews Completed on Your Phone Are More Emotional

Beyond Philosophy

We can see this concept manifest in customer reviews and advertising response behavior. The technology through which customers write reviews and interact with your organization influences the content produced and information shared. . The focus was on customer-generated reviews, like restaurant reviews.

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Intercom’s product principles: How connected, modular systems help us to focus on important decisions

Intercom, Inc.

Because I was designing at the UI level, not the system level, we were not focusing on the most important decisions. It demonstrates how teammates manage their help center content, how users consume that content, how teammates can send that content when responding to users, and how a feedback loop continuously improves the content quality.

Start-ups 186
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7 steps to creating better help center content

Intercom, Inc.

The feelings customers take away from an experience with your company are far more important than any “response time” metric. This applies not only to conversations a customer may have with your sales or support teams, but even when they’re not talking to you at all – such as when they’re on your help center , searching for answers.

Start-ups 211
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Intercom’s product principles: Following design fundamentals to leave space for innovation

Intercom, Inc.

We design simple systems that solve complex problems for our customers. We believe there’s no value in innovating if it doesn’t solve our customer’s problem. They can take the form of visual design rules, interaction design standards, or content design best practices. We follow 9 fundamentals.

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Give your customers best practices, not just FAQs

Intercom, Inc.

Most companies spend huge budgets creating content to get people to sign up to their product. But once a customer signs up, it’s left to a handful of badly written FAQs to help people get the most from the product. At Intercom, we believe that providing educational and motivational help content leads to loyal and engaged customers.

Education 232
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How to convince managers to reinforce customer service training

Inside Customer Service

You're a customer service trainer. You care deeply about helping employees develop customer service skills. The manager delegates customer service training to you and expects you to do all the work. Keep it simple—you want any pre-work to be quick, focused, and easy to complete. Why are we doing the training?