SERVICE

A knowledge base that is actually used, not an article graveyard.

Twenty percent of questions account for eighty percent of volume. We build a knowledge base and client portal that handles that routine work, so your service team has time for the conversations that genuinely matter. Higher CSAT, lower ticket pressure, no scaling pain.

Book a portal call Take the Maturity Scan first

What you deliver

01
Knowledge base built on search intent Content built on customer search behaviour, not internal logic
02
Client portal Tickets, contracts, invoices and status in one place
03
Deflection route From portal to article to ticket, with a feedback flow

The observation

The knowledge base already exists. Nobody finds anything in it.

Almost every B2B organisation once built a help centre that then went quiet. Customers no longer search in it, the same questions keep coming in via tickets, and the service team cannot keep up structurally. We build self-service on customer search behaviour, not internal logic, and connect it to your broader customer support automation layer.

Articles nobody finds

Search does not find what customers are looking for. Answers exist in the knowledge base, but not under the terms customers use.

Outdated content

Screenshots from two versions ago, links that no longer work. The customer loses confidence and falls back on tickets.

No portal, everything via email

Customers do not know their ticket status and send a follow-up email that afternoon. Service answers the same question twice.

No deflection strategy

The knowledge base sits beside the ticket form, not in front of it. Customers walk past it unintentionally and open a ticket.

Approach

Four phases to a working self-service, then an ongoing cycle.

We set up the knowledge base and portal in six to ten weeks. After that a monthly maintenance and expansion cadence keeps it alive, and a layer of AI for service can run on the top questions once the content foundation is solid.

01 Phase 01

Ticket analysis

Which questions come in, how often, and with which words. Which 20 percent of questions account for 80 percent of the volume. Deflection potential per frequently asked question mapped out.

Wat je krijgt Top-50-questions list and deflection potential per category

02 Phase 02

Content architecture

Structure of the knowledge base: categories, taxonomy, search tuning. Writing guidelines that are scannable and do not read like a product manual. First 20 articles for the most frequently asked questions.

Wat je krijgt Knowledge base structure, writing guideline and 20 launch articles

03 Phase 03

Portal and deflection

Client portal with tickets, contracts and invoices in one place. Deflection route in the ticket form: before you submit a ticket, here are three relevant articles. Feedback flow per article.

Wat je krijgt Client portal live, deflection component and feedback loop

04 Phase 04

Launch and cadence

Communications to customers about the portal and knowledge base. Service team trained in the new routing. Monthly cadence defined: add articles based on ticket themes, sharpen unfindable search terms.

Wat je krijgt Customer communications, training and monthly cadence owner

Who builds it with you

Two pairs of hands on the knowledge base.

You work with Kim and Carsten. Kim handles the ticket analysis and co-builds the initial article set. Carsten builds the portal, deflection and feedback flow in HubSpot. Our maturity scan establishes upfront whether the content and data layer are ready for self-service.

Kim Loonen

Consultant & online marketer

Handles the ticket analysis, co-builds the content architecture and writes the writing guideline. Helps with the first 20 launch articles.
Carsten Huiskamp

Consultant & online marketer

Builds the client portal, knowledge base configuration and deflection components in HubSpot. Sets up search tuning and feedback flow per article.

Case · B2B mid-market

From article graveyard to 27% deflection on the top-20 questions

A B2B organisation had once built a help centre. Search did not find what customers were looking for, screenshots were from two versions ago and the ticket form ran straight past it. The same questions came in every week.

In eight weeks we analysed the top-50 questions, set up a new knowledge base structure based on customer search behaviour, delivered 20 launch articles and built a deflection route into the ticket form. Three months later: 27 percent deflection on the top-20 questions, first response on real tickets dropped significantly. The portal now forms the foundation for the broader service programme built on top.

What clients usually ask.

Honest answers to questions we hear before every self-service engagement.

What is a realistic deflection rate?

15 to 30% of tickets in B2B is achievable if the architecture is right. In high-touch business it can be lower because customers expect personal contact; in tech-touch business it can be higher. More important is the trend: is it growing or stagnating.

How long does the engagement take?

Six to ten weeks for the setup, depending on whether you are building a new knowledge base or restructuring an existing one. The first 20 articles are included. Further articles go into the monthly cadence.

What does it cost?

Custom per situation. Depends on the scope (knowledge base only, or also portal and deflection route), the state of your existing content and your HubSpot tier. Many clients land this in a RevOps-as-a-Service retainer where strategy and execution come together. Book a call and we will put together a proposal for your situation.

Can we maintain it ourselves?

Yes, that is usually the goal. We deliver the initial setup, after which your service team can take over the monthly cadence. We train an internal knowledge owner who maintains the discipline. Many clients do keep a quarterly review with us.

Do you work with HubSpot Knowledge Base?

HubSpot Knowledge Base is our preference because it connects directly to tickets, properties and the service reporting. As a HubSpot partner in the Netherlands we work natively in this tooling. For clients with other preferences we also work with Zendesk Guide, Intercom Articles or Document360.

Does this not belong to Service Hub implementation?

Partial overlap. Service Hub implementation covers ticketing, pipelines and SLAs. Client portal and knowledge base are a separate design engagement with different skills (content architecture, search tuning, deflection strategy). Combining them in a larger customer success programme is possible; standalone works fine too.

Ready to start?

Ready to take routine work out of your inbox?

Book a call. We look at your current tickets, top questions and existing content. You get an honest scope and a realistic deflection expectation.