The document discusses how large businesses scale customer service through self-serve content like frequently asked questions (FAQs) and help pages that users can access directly rather than relying on support staff. It notes that while self-serve content is helpful, it needs to be structured, prioritized and actually helpful to users in order to provide a good customer service experience and find the right balance between self-service options and support specialists.

1. How do the
biggest businesses
scale customer service?

2. Click Help

7. Notice a Pattern?

8. FAQ

9. Drives users to
FAQ Self-serve
content that
they most likely
need

10. Contact Info
Self Serve Content

11. Click Help on

13. Marketing Self Serve Content
Push Account Contact Info
Managers
Push Support Specialists
More Contact Info

14. No Call Center 30 Person Call Center

15. But we….
“make a fancier product!”
“have users that drive revenue!”
“need to close sales!”

16. OK, That’s Fair
We want to tell
prospective customers
that we’re here to help

17. But…

18. Click on
Self-Serve Content

20. Helpful
Unstructured
Unprioritized
Not Very Helpful

22. Helpful

24. Helpful

26. Helpful

28. Is there a
happy medium?