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6 Ways Content Can Support a Customer Service Team

May 19, 2022

These days It is essential for any business to have great customer service. This includes companies that provide services like marketing, copywriting, and web development. The importance of customer service has been reinforced by the rise of social media and online reviews.

Aside from helping a company to establish itself as a reputable brand, it can also help them to build trust with their customers, especially in the digital age. So whether it’d be face to face or online, customer service is an integral part of the business.

Moreover, well-written content can make a world of difference in the customer’s perception of your company. To establish it, this article will discuss six ways content can support a customer service team.

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1. Provide in-depth resources for FAQs

Customer service teams need to have a well-structured content strategy in place. This will help them to provide the right information at the right time and also answer the questions that customers might have. Therefore, businesses should be able to address all the customer’s needs and queries through in-depth resources. Especially when you use enterprise call center software, you should be able to provide the right messages to the right customers.

One way to do this is by creating content based on frequently asked questions (FAQs) that you often receive from the customers, and deploying FAQ chatbots to automate these responses. Keep in mind that there are lots of businesses that get the same questions over and over again. Particularly about the products or services they offer.

With FAQs, it’s not just enabling you to give relevant and helpful information but also prevent spending too much time on manual labor – saving your customers and employees some time and energy. 

FAQs allow your customer service team to become more efficient, as they provide the customer with all the information they need to resolve their issue as quickly as possible. Therefore, they can play a vital part in your customer service strategy and should be used in conjunction with other content types such as blog posts and social media posts. 

What does it take to create content with in-depth resources for FAQs? Well, the content should be relevant, concise, and simple so that people don’t get overwhelmed with information or have to spend too much time trying to find the answers they need to make an informed decision about their purchase or service.

For example, if you are selling landline phone service to senior citizens, make sure to give them all the information they need to sign up and get started:


(image source)

2) Minimizes Customer Wait Time for Solutions

Have you ever had the experience where you’ve been waiting on hold for a longer period? Or the customer representative is just repeating the problem you have? Well, the role of content in customer service is to provide a solution to the problem as quickly as possible, helping you to establish consistency in your metrics for customer success.

It may be as simple as providing information or as complex as resolving a complaint, but what’s important is that content can help minimize the wait time for solutions. 

With that in mind, it is undeniable that customer service is an important aspect of any business. It’s not just about customer satisfaction but also about the customer experience. Providing a quick and efficient solution is one way to enhance the experience you’ve been giving to the customers. Furthermore, providing prompt and effective solutions not only enhances customer satisfaction but also fosters customer loyalty, as customers are more likely to return to a business that consistently meets their needs and resolves their issues efficiently.

Remember that a customer service team is a group of people that are responsible for answering any questions or concerns that customers may have. It is through these interactions that you can actively identify and rectify instances of bad customer service, ensuring a positive customer journey. They provide support to customers and help them with the issues they may be facing.

One way to reduce the time it takes for a customer service team to handle a problem is by using content. Content that is used to provide all the informational resource that caters to every answer to the query of a customer. 

For example, if a customer wants to fill out a complaint form, a customer service team can send the former an email that contains the usual complaints the company gets.

Usual cases would be the unavailability of a product, feature requests, faulty/ unsafe products, and the most common would be – a refund or replacement. 

3) Educate Customers on New Product Features

There are three reasons why educating customers on new product features is important. First, it helps the company to understand how customers think about their products and what they want. Second, it helps the formation of company to create a better product for their customers and third, it helps the company to reach out to more customers.

Content is a vital part of the customer service team’s arsenal. It helps them educate customers on the new product features that were recently launched. However, keep in mind that any customer service-related content should be easy to read and understand – like product-based content. Because if not, you’re not just keeping them from a better experience but also the opportunity to get insights from the new product. 

In addition, content not only helps the team to create demonstrations that help the customers get the most out of the product features but also helps to build trust and loyalty with the customer. This is because they have the primary knowledge about the product and are unlikely to switch to other items. Moreover, companies can discover employee Net Promoter Score (eNPS), which will give insight into how customer service teams can perform better.


4) Share Customer Success Stories

We often take customer success for granted and fail to understand what it takes to do that. But, keep in mind that to look good in customers’ eyes, you have to look at the journey and not just focus on the result. 

Publishing past case studies that matter on your products or services is one way of sharing other customers’ success. A business case study can be a report – usually written by an expert in the field, that provides information about how a particular company manages its operations.

Potential customers can use these reports to understand how they could benefit from the company’s products and services.

These studies will enable you to give a comprehensive description of the products or services that you offer – as well as the things the customers should expect. Case studies are recognized to provide high-quality customer service because you can send the relevant study to the people that are looking for information on the same topic.

5) Publish Content to Address Customer Pain Points

Customer pain points are important for a business because they can help businesses understand what their customers want and how to provide it. The most common pain points in customer experience are waiting time, poor service, and lack of product knowledge.

One way of understanding these customer pain points is through conducting surveys. Alternatively, you can get feedback from customers who have already experienced the product or service. Understanding customer pain points will build your company a strong reputation. 

Companies can address these pain points by publishing content on their blog that answer all types of questions related to the pain points of a customer. The content should be written so that it can address the issues and provide the appropriate solutions.

6) Content Helps Train Your Customer Support Staff

Customer service is a complex and subjective skill. It requires core competencies such a empathy, listening skills, and an ability to understand customers’ needs. And to provide the best customer service possible, you must train your customer support staff. And having the right customer support tools help customer support staff handle customer requests more effectively, saving time and money while delivering excellent customer service.

Training customer staff can be done through various methods. One way to train them is by giving them real-life experiences and feedback on their performance. Another way is to create training materials as they are learning new skill-sets and building up their knowledge base.

Generating content for training customer staff can be achieved by providing them with blog posts, FAQs, or guides on a specific topic. All of these allow the customer support staff to learn about a new topic and get familiar with it.

Furthermore, a blog post can help you generate content that will help train your customer staff on how to handle certain scenarios. Meanwhile, FAQs help provide quick answers and information about your brand’s products and services, which will help them avoid potential issues with customers.


Content can be one the most powerful asset for any business. It can help differentiate a company from its competitors and keeps customers loyal.

A business needs content to create trust with its audience and build relationships with them. It helps to attract, engage, and retain customers.  It is also one of the most effective ways to build your brand’s reputation and share information about your business with potential customers. 

Sam Molony
Sam Molony is a Senior Marketing Strategist at Community Phone, who received his MSc in Digital Marketing from the UCD Michael Smurfit Graduate Business School. Sam’s goal is to inspire people to not just “hang in there” but to thrive. When Sam's not creating content or deep in the weeds in the world of SEO, you can find him playing sports and cooking up a storm in the kitchen.
Sam Molony
Sam Molony is a Senior Marketing Strategist at Community Phone, who received his MSc in Digital Marketing from the UCD Michael Smurfit Graduate Business School. Sam’s goal is to inspire people to not just “hang in there” but to thrive. When Sam's not creating content or deep in the weeds in the world of SEO, you can find him playing sports and cooking up a storm in the kitchen.