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Only 14 percent of UK companies are offering their customers good customer self-service via the web, reports Retail Bulletin.

It’s an interesting thought - customer service online.

FAQ sections of a website, especially if they are interactive, are a great way to:

• Cut down on customer service time/cost
• Improve your brand reputation with a 24/7 response.

Another massive advantage is that you don’t have to keep answering the same questions. I’d imagine that in customer service helplines you have the 80/20 rule in full effect. ie. 80 per cent of the requests are for 20 per cent of the questions.

Creating An FAQ Section On Your Website

This may seem like obvious advice but take the questions you get asked on a day-to-day basis and add them to your website. You can add to the list as you go.

Make sure there is clarity in your navigation, even allowing for one page per question with a clearly defined navigation. Eventually you can begin to break down your questions into groups.

The more interactive you make it, ie. the answer to one question may lead the other questions, the better. This is easy to create with ongoing links.

Maintaining this approach, with a growing list may need further management but is is a case of offsetting the advantages to the costs.