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How do I build a knowledge base that actually helps customers?

Lisa inherited a knowledge base that was, in her words, "where information went to hide." As Head of Customer Success at a growing software company, she knew their support content could be doing so much more. "We had hundreds of articles, but customers still couldn't find answers to their questions."

The Knowledge Base Revolution

Today, Lisa's knowledge base is the cornerstone of their customer support strategy. It powers their AI chat, informs their support team, and helps customers solve problems 24/7. The secret? "We stopped thinking about articles and started thinking about customer journeys."

Beyond Documentation

Lisa's breakthrough came when she realized their old approach - documenting everything - wasn't serving their customers. "We were writing for ourselves, not our customers," she explains. Instead, they started mapping customer questions to moments in their journey.

For example, when they noticed multiple customers asking similar questions after their quarterly business reviews, they didn't just create a FAQ. They built a proactive guide that addressed common concerns and linked to relevant tools and resources.

Making Content Work Harder

The real magic happened when they connected their knowledge base to HubSpot's helpdesk. Now, when customers reach out for support, AI can suggest relevant articles based on the conversation context. Support agents can focus on complex issues while routine questions get instant answers.

"One of our best success stories," Lisa shares, "was when we noticed our AI chat resolving 40% of support questions instantly using our knowledge base content. That's thousands of customers getting immediate answers instead of waiting for a response."

The Impact-Driven Approach

Lisa's team developed a simple framework for knowledge base content:

  1. Start with the customer's goal
  2. Map the common obstacles
  3. Create content that bridges the gap
  4. Connect it to relevant tools and actions

"Each article should move the customer forward," Lisa emphasizes. "It's not just about explaining how something works - it's about helping customers achieve their goals."

Measuring Success

Instead of tracking article views, Lisa's team focuses on impact metrics:

  • How many customers solved their problem without needing additional support?
  • Which articles are most effective at preventing follow-up questions?
  • How often does AI successfully use the content to resolve issues?

Your Knowledge Base Journey

Start by asking: What are the most common questions your customers ask? Where do they get stuck? These answers will guide you in creating content that truly helps customers succeed.

Remember, a great knowledge base isn't built overnight. Begin with your most impactful topics and continuously improve based on customer feedback and usage data.

Need guidance on building your knowledge base strategy? Your HubSpot representative can help you create a foundation for customer self-service success.