Figure 10-1. NanoCom saw tremendous ROI in only seven weeks by adding a detailed FAQ for the
product iSpQ VideoChat. The support website uses a third-party product called WebQA.
Improve customer satisfaction
When a company goes out of its way to serve and support customers, it develops a reputation
for excellence in client care. This reputation is anything but immediate; it??™s a very
long and difficult process, and the best place to start is the corporate website. Providing an
abundance of useful information gives customers answers at their time of need.
When customer satisfaction improves (and this variable can be measured if a company
wishes to make the effort), two benefits immediately surface. First, customers will buy
more products and services. Second, satisfied customers will provide the kind of marketing
money can??™t buy: positive word of mouth.
Entice and inform prospects
There is one final piece of the ROI puzzle that might be less obvious. When a website
maintains a strong support section and businesses go out of their way to publish accurate,
updated, and usable information, they serve prospects as well as customers.
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