To state the obvious, we live in the Age of Information. Even before Google, humanity had access to more accumulated knowledge than ever before in history, thanks to our extensive library system and computers—not the slim tablets and laptops we use today, but huge mainframes that filled an entire room. Anyone who remembers the film 2001: A Space Odyssey and the sentient supercomputer HAL will understand.
But today, with the breadth of the world’s knowledge at our fingertips 24/7, this access is a tad overwhelming even for the walking thesaurus types among us. How can we possibly wade through it all?
This is the purpose of a knowledge base. One example is Wikidata.com, which features entries like this for American entrepreneur Steve Streit, creator of the prepaid debit card. But that’s just one example.
While a public library or a database about a particular subject are examples of everyday knowledge bases, when it comes to your business, a knowledge base will endear you to customers who want easy, immediate access to information. They’re not going to wait on endless hold (if they’re even willing to make a phone call) or fill out a request form. They want information with a click, right now.
Your FAQ page is an appetizer
Here’s why a knowledge base is deeper, and better than FAQ alone:
- Consistency. Whether you’re in HR, IT, legal, or sales, a knowledge base means everyone on the team is using the same playbook. Think of it as basketball for business. When you know the play, you’ll have a better chance of dunking it (that is, providing superior customer support).
- Simplicity. Whether you’re troubleshooting or training, onboarding, or doing employee reviews, having a knowledge base means the information you need is accessible when you need it. It’s a Rolodex and card catalog rolled into one, and then some. If you’re unfamiliar with these analog reference tools, ask a Boomer. Or at least an older Millennial.
- Brand booster. Having an extensive knowledge base shows clients your company is professional and up-to-date. So, even if you’ve never heard of a card catalog (spoiler: it’s how libraries organized books in the pre-digital era), you’ll be able to provide stellar service.
- Staff satisfaction. Knowledge bases free your employees from endlessly addressing the same questions, enabling them to become more productive—and get their own answers faster as well.
- Enhanced SEO + sales. Did you know an online knowledge base can boost an organization’s search engine optimization? Better SEO equals increased customer acquisition. The sales team’s jobs just got easier.
What to include in your knowledge base
As mentioned, a knowledge base can serve multiple functions. You can create an internal knowledge base for staff and an external one for customers and partners.
An internal knowledge base could include information such as:
- Onboarding templates for human resources
- Benefits Policies
- Coding practices
- Legal forms
- Archived content
An external knowledge base, designed to help customers and prospects learn more about your company and its services, might contain:
- Instructional videos
- Tutorials
- Shipping details: orders, deliveries, returns
- Billing information
- Troubleshooting
- CRM support—external knowledge bases are often embedded in CRM software
Knowledge base examples
Here are four knowledge bases your company can emulate:
- Nike. They know their brand and make it easy for customers to get the information they need, with “Quick Assists” that cover shipping and delivery, order tracking, returns, product information, Nike membership, and company info such as their Reuse-A-Shoe program. Pretty much everything a customer needs to know to make an informed athletic shoe purchase.
- Instagram. Some people want a bit more information than just how to upload pictures. Insta keeps it basic, with a What’s New section, and What’s Trending.
- Airbnb. The premier homestay site allows users to log in for a personalized experience, then customizes the knowledge base for the user, by name. It’s nice to feel seen.
- Lyft. The Lyft knowledge base is mobile-friendly since most users will be accessing it on their phones. And it’s easy to navigate, especially if you don’t know quite what you’re searching for.
Now you have the knowledge. Use it wisely.
