Intercom Help Center

Are Your Intercom Help Center Assets Providing Enough Support For Your Users?

April 5, 2024

By Joseph Heider

The Conundrum

At its essence, providing an outstanding customer support and customer success experience guides users towards excellence and success that can be achieved with your product. By providing comprehensive and easy-to-access support documentation, chat functionality, email support, phone support, virtual assistance, etc. businesses demonstrate their commitment to customer satisfaction and empowerment. Users feel supported and empowered when they can find answers to their questions quickly and efficiently, and in a perfect world, they can do it without the need for direct assistance from tools like Intercom.

In today's interconnected world, it’s relatively easy to access just about any product or service from just about anywhere. But that also means it’s becoming increasingly difficult to provide that same level of excellent service to every user in your global market.

Yet, amidst this expansion, one critical aspect often overlooked is the power of multilingual content in fostering meaningful connections with diverse audiences that can help provide that level of support which reaches for excellence.

Empowering Global Conversations

In the realm of customer success, empowering users from around the globe to interact with your product or service at every level takes a lot of time and dedication. Language barriers play a significant role in the way a user interacts with your product, which can seriously make or break not only a customer's experience, but their future as a customer overall. Looking for ways to properly localize content in your Intercom Help Center into the languages your audience speaks will ensure that customers can quickly and accurately access the support resources they need. By bridging the language gap, businesses can provide a more inclusive and accessible support experience, ultimately driving customer satisfaction and loyalty. But that’s just the start.

Navigating Multilingual Support

Providing effective multilingual support requires more than just language translation—it requires a strategic approach and profound language experience and knowledge. With the right experience and a fine-tuned team to implement it, businesses can navigate the complexities of multilingual support with ease. From implementing language-specific knowledge bases with regional offerings, to implementing modern TMS and AI technologies to quickly process that content. Tools like Intercom are often great drivers of this kind of success, where it’s robust enough to create a structure for content, but flexible enough that any business can use it to provide tailored support experiences for a diverse audience. And while it does come with native localization support, it doesn’t always lead to a simple, seamless, consistent approach for your content overall. But that’s where automated workflows and technology solutions can up your game.

Driving Customer Engagement

Once a strategy has been put in place, and the right technology is backing it for efficiency, engaging your global audience becomes the next key component. Putting your properly curated, culturally nuanced content out into the world is what will drive customer engagement. From blog posts to linkedin content to self-service articles, engaging your global audience with the right content at the right moment is what will truly push your customer success experience to the next level. This becomes the key to success for any business looking to drive customer engagement by delivering relevant and personalized support content in multiple languages via their Intercom content. By connecting with customers on a cultural level, businesses can foster deeper relationships and drive customer satisfaction to new heights.

Optimizing Global Expansion

Once your organization has expanded into new markets a key driver of growth for business is content optimization. It’s crucial that once content is made available for your audience, it’s nurtured and optimized for the future. This can be done by listening to your audience. And while we all know it’s important to do this, how does this look in practice? Some examples are easy, like ensuring that all UI is up to date in any training videos or screenshots. But what’s also important is to gather information and feedback from all users across all audiences, and this is how trends can be spotted. If for example users in Spain always have an issue with the password reset function, but nowhere else, this is an indicator that not only does the product need to be checked in this area, but perhaps the provided material isn’t as clear as it is for other users in other languages. Whether it's localizing product documentation or providing multilingual customer support, optimizing content creation with automated solutions and technology empowers businesses to scale their global operations with confidence. And ensures that each user has the same, high quality and consistent experience, no matter the region or language.

Maximizing Customer Satisfaction

At the heart of every high-achieving customer success experience lies the goal of maximizing customer satisfaction. With a robust localization workflow and an experienced team of industry and technology experts behind the scenes, it creates a recipe for just about any business to delight and engage their customers worldwide. By prioritizing customer satisfaction and applying the right localization mindset, businesses can build trust, foster loyalty, and ultimately drive long-term success in global markets. This is all thanks to personalized support experiences in their preferred language with all the necessary nuances for their culture and region.

What’s next

In essence, creating high-quality customer support and customer success documents and experiences are essential components for a customer-centric approach to business. By prioritizing the needs and experiences of customers, businesses can build strong, lasting relationships that drive success and growth. And while it may be a complex process, it doesn’t need to be a complicated process with the help of automated technology solutions and the right people working together behind the scenes to make it happen in your Intercom instance. Wherever you begin the journey, just make sure that the content you’re providing your customers in Intercom is high quality, consistent, and proactive to provide the highest level of care for your users.

Joseph Heider

Joe is the Head of Connectors at Locale, a trailblazing tech powerhouse revolutionizing the localization industry. With over a decade of experience in localization spanning recruitment & vendor management to business development, project and account management, and product expertise Joe brings a wealth of knowledge and expertise to the table. Beyond the world of localization, Joe has a passion for travel and all things automotive. Whether exploring new cities, mountains, and beaches or tinkering with cars old and new, Joe brings the same level of enthusiasm and dedication to everything he does.