FAQs – Do you have them?

FAQs are "frequently asked questions." My question for you is: Do you have FAQs on your website for your members and customers? And do you have FAQs available internally for your staff (on an intranet or even just a network-accessible file)?

A recent article in Customer Relationship Management magazine (sorry, it's not online yet) explained how Carfax has used RightNow Technologies to develop an ever-expanding list of FAQs which customers can search online. The kicker: within two weeks of deploying the new technology, Carfax saw a decrease in calls to their customer service department of 50%! The number of calls was cut in half because now customers could find the answers they needed on the Carfax website.

This is important for two reasons:

  1. Carfax is able to cut their call center expenses, since the number of calls has decreases so sharply.
  2. Customers are able to get the answers they need immediately and in a manner they want to get them.

I think the second point is actually more important than the first. Sure, cutting costs is important. But improving the experience for the customer is even more important, because happy customers will return.

So what kind of FAQs do you offer on your website for your customers and members? And how often are you updating them?

About Wes Trochlil

For over 30 years, Wes has worked in and with dozens of associations and membership organizations throughout the US, ranging in size from zero staff (all-volunteer) to over 700. In that time Wes has provided a range of consulting services, from general consulting on data management issues to full-scale, association-wide selection and implementation of association management systems.

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