Self-Service Can Turn Transparency into Profit

Customers want quick solutions. Robust self-service content can give them exactly that. Let's explore how knowledge can influence customer loyalty and the bottom line.

I've been behind the scenes enough to witness multiple companies actively choose to withhold information that will help their customer have a more independent self-service experience.

Why would they do this?

Companies *cough* product managers *cough* don't want external-facing documentation that appears to shed a negative light on the product. Period. The concern is that the competition will now use this as a weapon.

Perhaps they're right. But does it matter?

In large, no.

When companies share knowledge openly, they create a foundation for lasting customer relationships that pay off far more than the risks of transparency. And customers want it. According to a study by Forrester, 73% of customers prefer self-service for problem-solving.

• Transparency Builds Trust: When companies share all relevant information, they empower customers to solve problems independently, leading to deeper trust.

• Empowerment Drives Loyalty: Customers who can easily find solutions are more likely to stick with the brand, increasing their lifetime value.

• Leverage Social Proof: Happy customers become brand advocates, attracting new clients through positive experiences.

• Turn Negatives into Positives: Directly addressing product challenges can transform potential negatives into a showcase of commitment to customer success.

• Focus on Long-Term Wins: The short-term risks of transparency do not outweigh the long-term benefits of increased loyalty, advocacy, and lifetime value.

Well-crafted, transparent self-service content builds trust, boosts customer loyalty, and increases profits. Focus on empowering your customers for long-term success.