When customers need help with an issue involving your product or solution, where's the first place they go? In the past, customers would call your support team directly. Now, they're more likely to search online for answers. According to Microsoft's State of Multichannel Customer Service Report for 2016, customers across the world overwhelmingly start their customer service interactions online as opposed to on the phone or in person. If possible, people would rather try to handle support issues on their own.
Your business needs to be ready and waiting for these customers at the beginning of their support journey. You can best provide online customer support in two ways: offering an online support portal that directs customers to self-service support options and optimizing the visibility of your support portal in organic search.