In a previous post, I wrote about the importance of getting your customer service content right.
Here are a few examples of interface copy that makes a difference. We’ll start with this application for an auto loan from USAA.
It clearly explains what you need to get started (helpfully listed under the "Things you’ll need to get started" header). It also tells you what will happen once you’ve finished the application. And if you still don’t understand, you can contact them with questions.
The "create a new account" screen on mint.com also has several nice examples of contextual help.
If you enter the wrong information, you’re told immediately what type of information needs to be entered, and how it should be formatted. It’s simply written and unambiguous.
This is a much better experience than most sites provide: a) enter the wrong info, b) click "Sign Up," and c) get the "Sucks to be you. Now start over" page.
And what makes the difference is good content.
Don’t get ahead of yourself. Make sure your online self-service content is clear, concise, and delivers on your promises before spending too much time on the follow-up pitch.
You might be surprised at how much more open your customers will be to that conversation.