Web sites are currently the first port of call for anyone looking for help. The golden rule is to make sure you have a help icon displayed prominently on the home page. Break support down into products and categories, questions and answers as much as you can. Finally, list the other forms of support you offer, how to reach them, and state the hours of operation. Clients will try to make the most sensible use of this. The more effort you put into the Web site, the fewer calls you will get.
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