You’ll recognize it if
- Whoever answers the phone answers the same five things all day.
- You’ve typed the same reply a hundred times.
- You quote jobs by phone before you know what the job is.
What gets built
- A written FAQ page on your site: the ten questions people actually ask, answered in your words, not in a template’s.
- An intake or quote-request form that collects what you need before the first call: what, where, when, photos if it helps.
- The form lands in your inbox, so the answer is half-written before you pick up the phone.
- The same answers, ready to paste, for text and messages.
What it looks like
On the record
-
81%
of customers try to sort it out themselves before they contact anyone. If the answer isn’t on your site, that attempt becomes a phone call, or a customer who gave up.
Dixon, Ponomareff, Turner & DeLisi, Harvard Business Review, 2017, drawing on CEB research. Source →
-
69%
of customers say they want to resolve as much as they can on their own.
Zendesk CX Trends, 2020, 3,000 consumers in 10 countries. Zendesk sells help-desk software, so read it as a vendor number. Source →
How it goes
A conversation about what people ask and what you wish they’d tell you first. The page and the form, drafted. You correct them, and they go live.
What you own
The page, the form, and every answer. Change a price, change a line.