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What the FAQ?
Where we explain why everything else is crap and how this forced to build the perfect customer support tool.


In the beginning, we gave a FAQ.

We come from the payments industry, which due to its extreme tedium in the eyes of users and merchants is afforded no patience in the case of errors or failures. Our industry goal is "frictionless payments" - to become so simple we cease to be a visible part of the purchasing process.

Where we are at our most visible however is when things go wrong. Indeed the only time a person notices the payments process is when it fails. Dealing with these scenarios is obviously a huge part of what we do.

When we first started, like every other app / site we built a FAQ section. However the FAQ is inherintly user un-friendly. Users had to abandon whatever they were doing to visit the FAQ. They then had to rummage through all the questions to find the answer they wanted. If they found it - they then had trouble resuming their flow.


Then we took it seriously.

Too seriously. Did you know Zendesk has 150 features listed on their website? We evaluated and trialed everything from live chat to forums to AI bots. And each was a time sink with ultimately limited returns in comparison with our own incremental UI improvements.

Live chat was particularly problematic. We saw that users despite being given a premium support channel were annoyed when it took 10-20 seconds to connect with our operators. Many would refuse and abandoned. We found also found the costs involved in maintaining live chat were huge when you consider the team salaries.


Seeing the forest for the trees.

We had a complex support machine. But we were actually struggling with the basics. We werent answering users questions quickly. We lost users before they hit support reps. We didnt have any actionable feedback from users and the support team was diverging from the product team as they focussed on reply KPIs.

Through these seeds of frustration what the FAQ was born. We realised that people have the same questions at the same point in their journey. Answer them. Then let them get back to business. Learn from each interaction and build a better product with the knowledge.


So how does it work?

Its a widget, you copy/paste the code into the header of your site once and manage everything else from here. You decide what the widget looks like and what content users see on what page after they click it. You can update this content in realtime.

By the end of this month, we will have added analytics support so you can quickly see which pages are causing trouble. And email support, to capture the 5% of users who have problems that we could'nt predict.

We hope you like it. Things can only get better.


©2016 - WTF Inc.