Job Portal

Section 5 - Building Your Customer Question Universe

KNOWLEDGE VISIBILITY WEBSITE WORKBOOK

Chapter 5

Building Your Customer Question Universe

Every organisation receives questions.

Some arrive through phone calls.

Some come through emails, WhatsApp messages, meetings, sales discussions, training programmes, social media comments or customer complaints.

Many questions are answered repeatedly.

Some are answered differently by different employees.

Some never receive a complete answer.

Some are considered too basic and are ignored.

Some are so important that they influence whether a customer buys, waits, compares, trusts or walks away.

These questions are not interruptions.

They are valuable knowledge signals.

They tell us:

• What customers want to understand

• Where confusion exists

• What information is missing

• What prevents decisions

• What builds trust

• What content the website should create

• Which subjects deserve deeper explanation

• What people may be asking search engines and AI systems

A conventional website often begins with:

What do we want to tell people?

A Knowledge Visibility Website should also ask:

What are people already trying to understand?

This chapter helps us collect, organise and prioritise the organisation’s Customer Question Universe.

The final output will not be a random Frequently Asked Questions page.

It will become the foundation for:

• Website pages

• Articles

• Guides

• Videos

• Comparisons

• Case studies

• Calculators

• Downloads

• Search features

• AI-readable answers

• Customer support material

• Sales training

• Knowledge planning

_________________________________________________

5.1 Where Do Customer Questions Come From?

Content Need

Please identify all the places where customers and stakeholders currently ask questions.

Guidance Note

Questions may exist in many locations.

They may be spoken, written, recorded or remembered.

Common sources include:

• Phone calls

• WhatsApp messages

• Email

• Website enquiry forms

• Sales meetings

• Customer visits

• Training sessions

• Product demonstrations

• Social media comments

• Online reviews

• Complaints

• Service requests

• Dealer discussions

• Field staff

• Customer support teams

• Proposals

• Tender clarifications

• Search data

• AI conversations

• Events and exhibitions

Please Indicate the Main Sources

Source of Questions	Frequently Used	Occasionally Used	Not Used
Phone calls
WhatsApp
Email
Website forms
Sales meetings
Field visits
Training programmes
Social media
Complaints
Support requests
Dealers or partners
Events or exhibitions
Other

Which Source Contains the Most Useful Questions?

_________________________________________________

Which Source Is Currently Not Being Recorded Properly?

_________________________________________________

Who Usually Hears Customer Questions First?

_________________________________________________

Mentor’s Note

The founder may know many questions.

However, reception staff, salespeople, technicians, field teams and customer support employees may know a different set of questions.

All of these voices are useful.

_________________________________________________

5.2 Questions Different Teams Hear

Content Need

Please collect questions from different parts of the organisation.

Guidance Note

Different teams meet customers at different stages.

Therefore, they hear different questions.

Management May Hear

• Partnership questions

• Strategic concerns

• Credibility questions

• Long-term expectations

Sales May Hear

• Price questions

• Comparison questions

• Delivery questions

• Negotiation questions

Technical Teams May Hear

• Suitability questions

• Installation questions

• Performance questions

• Troubleshooting questions

Customer Support May Hear

• Usage questions

• Complaint questions

• Warranty questions

• Follow-up questions

Field Teams May Hear

• Practical problems

• Local limitations

• Customer misunderstandings

• Real-life implementation issues

Please Complete

Team or Person	Questions They Commonly Receive
Founder or Management
Sales Team
Technical Team
Field Team
Customer Support
Accounts Team
Dealers or Partners
Other

Which Questions Are Answered Differently by Different Teams?

_________________________________________________

Which Questions Do Employees Find Difficult to Answer?

_________________________________________________

Which Questions Require Management Approval?

_________________________________________________

5.3 Record Questions in the Customer’s Own Words

Content Need

Please write questions exactly as customers ask them.

Guidance Note

Do not immediately convert every question into professional language.

The customer’s original wording reveals:

• Their level of understanding

• Their search language

• Their fear

• Their assumptions

• Their immediate need

• Their emotional state

For example:

Customer’s Version

Why is my plant dying even after I water it every day?

Technical Version

What causes root damage and plant stress due to overwatering?

Both versions may be useful.

The first version reflects how people actually think.

The second supports accurate explanation.

Please Record Actual Questions

_________________________________________________

10.

_________________________________________________

11.

_________________________________________________

12.

_________________________________________________

13.

_________________________________________________

14.

_________________________________________________

15.

_________________________________________________

Customer Language Notes

Words customers use repeatedly:

_________________________________________________

Words customers use incorrectly:

_________________________________________________

Words customers find confusing:

_________________________________________________

5.4 Questions Customers Ask Before They Understand the Problem

Content Need

Please identify questions asked at the beginning of the customer’s journey.

Guidance Note

At this stage, customers may not fully understand what is wrong.

They may ask broad questions such as:

• Why is this happening?

• Is this normal?

• Do I really need help?

• What is the actual problem?

• Am I doing something wrong?

• Is there a simpler solution?

• Can I solve this myself?

• Where should I begin?

These questions are highly valuable because they help new visitors enter the Knowledge Ecosystem.

Please List the Early-Stage Questions

_________________________________________________

What Is the Customer Usually Experiencing at This Stage?

_________________________________________________

What Does the Customer Commonly Misdiagnose?

_________________________________________________

What Should the Website Help Them Understand First?

_________________________________________________

5.5 Questions Asked While Exploring Options

Content Need

Please identify questions customers ask after they understand the problem but before choosing a solution.

Guidance Note

At this stage, customers begin comparing alternatives.

They may ask:

• What options are available?

• Which option is suitable for me?

• What is the difference?

• Can I use a cheaper alternative?

• Should I repair or replace?

• Do I need a standard or customised solution?

• Can I do this in phases?

• What are the advantages and limitations?

Please List Exploration Questions

_________________________________________________

Which Options Do Customers Usually Compare?

_________________________________________________

Which Comparison Is Often Misleading?

_________________________________________________

Which Option Is Commonly Chosen for the Wrong Reason?

_________________________________________________

What Decision Guidance Is Missing?

_________________________________________________

5.6 Questions Asked Before Buying

Content Need

Please identify questions customers ask when they are close to making a decision.

Guidance Note

These questions are often practical and risk-related.

Examples include:

• How much will it cost?

• What is included?

• How long will it take?

• Is there a warranty?

• Who will do the work?

• What information do you need from me?

• What happens after payment?

• Can you work in my location?

• What results can I realistically expect?

• What support will I receive?

Please List Pre-Purchase Questions

_________________________________________________

Which Question Most Often Delays the Decision?

_________________________________________________

Which Question Most Often Stops the Decision?

_________________________________________________

Which Question Can Be Answered Clearly on the Website?

_________________________________________________

Which Question Requires Personal Discussion?

_________________________________________________

5.7 Questions Asked After Buying

Content Need

Please identify questions customers ask after purchasing or beginning the service.

Guidance Note

Post-purchase questions reveal where instructions, training or communication may be weak.

Examples include:

• How do I begin?

• What should I do first?

• How often should this be used?

• What maintenance is required?

• What happens if something goes wrong?

• Who should I contact?

• Can I change the plan?

• How do I reorder?

• Is this result normal?

• When should I expect improvement?

Please List Post-Purchase Questions

_________________________________________________

Which Questions Indicate Poor Initial Explanation?

_________________________________________________

Which Questions Could Be Reduced Through a Guide or Video?

_________________________________________________

Which Questions Require Human Support?

_________________________________________________

5.8 Questions Customers Are Afraid or Embarrassed to Ask

Content Need

Please identify questions customers may hesitate to ask openly.

Guidance Note

Some customers fear appearing uninformed.

Others may worry that a question will reveal:

• A low budget

• Lack of experience

• A previous mistake

• Financial difficulty

• A technical weakness

• Fear of failure

• Lack of confidence

• Difficulty reading or using technology

Examples may include:

• Is this too expensive for someone like me?

• Can I start with a very small budget?

• What if I do not understand the technical details?

• What if I have already made a mistake?

• Can I use this without formal education?

• Will you still help if I do not buy immediately?

Please List Hesitant Questions

How Can the Website Make These Questions Easier to Ask?

☐ Anonymous form

☐ Simple language

☐ Private consultation

☐ Beginner’s guide

☐ Cost range

☐ No-pressure enquiry

☐ Frequently Asked Questions

☐ Customer stories

☐ Other: _________________________________________________

Mentor’s Note

A respectful answer to a sensitive question can build strong trust.

5.9 Questions Customers Should Ask—but Usually Do Not

Content Need

Please identify important questions that customers often overlook.

Guidance Note

Customers may focus on price while ignoring:

• Quality

• Suitability

• Maintenance

• Total cost

• Hidden limitations

• Safety

• Long-term performance

• Support

• Compliance

• Replacement requirements

• Skills needed

• Local conditions

The organisation can help customers ask better questions.

Important Questions Customers Should Ask

Why Do Customers Not Ask These Questions?

What Risk Do They Face by Ignoring Them?

Can These Become a Website Guide?

Examples:

• Ten Questions to Ask Before Buying…

• What Most Customers Forget to Check…

• Before You Decide…

• Is This Solution Right for You?

Suggested Guide Title:

5.10 Questions Based on Common Misunderstandings

Content Need

Please identify questions that arise from incomplete or incorrect assumptions.

Guidance Note

Customers may believe:

• The cheapest option is always economical

• A natural product is automatically safe

• More fertiliser means better growth

• A larger machine is always more productive

• A website automatically brings business

• Certification guarantees quality

• Experience alone replaces evidence

• Technology can solve every operational problem

The website should correct misunderstandings without insulting the customer.

Please Complete

Customer Question or Belief What Is Incorrect or Incomplete? Better Explanation

Which Misunderstanding Causes the Greatest Loss?

Which Misunderstanding Is Most Common?

Which Misunderstanding Is Encouraged by the Market?

Content Note

Use language such as:

This is understandable, but there is another factor to consider.

Avoid language such as:

Customers are ignorant.

The purpose is education, not correction for its own sake.

5.11 Questions About Price and Cost

Content Need

Please collect the main questions customers ask about money.

Guidance Note

Price questions are not always only about affordability.

They may reflect uncertainty about:

• Value

• Scope

• Quality

• Hidden charges

• Comparison

• Return on investment

• Payment schedule

• Long-term cost

• Maintenance

• Risk

Please List Price-Related Questions

Which Cost Elements Do Customers Not Understand?

Are Customers Comparing Similar or Dissimilar Offers?

Can the Website Provide:

☐ Fixed price

☐ Starting price

☐ Price range

☐ Cost calculator

☐ Sample costing

☐ Package comparison

☐ Quotation process

☐ Explanation of cost factors

☐ No public price information

What Should Be Explained Before Showing Price?

Mentor’s Note

Price secrecy may increase unnecessary enquiries.

Complete price disclosure may not always be possible.

However, the website should explain what determines the price.

5.12 Questions About Suitability

Content Need

Please identify questions customers ask about whether a product, service or solution is right for them.

Guidance Note

Suitability questions may include:

• Is this suitable for my scale?

• Will this work in my location?

• Is this useful for a beginner?

• Can this be customised?

• Do I have the required infrastructure?

• Is my budget enough?

• Will this work with my existing system?

• Is this appropriate for my age, crop, product or business?

Please List Suitability Questions

What Information Is Needed to Assess Suitability?

Can the Website Provide a Self-Assessment?

☐ Yes

☐ No

☐ Partly

Possible Self-Assessment Format

☐ Simple checklist

☐ Calculator

☐ Questionnaire

☐ Comparison chart

☐ Decision tree

☐ Consultation form

☐ Other: _________________________________________________

What Should the Website Clearly Say Is Not Suitable?

5.13 Questions About Process

Content Need

Please identify questions about how the organisation works.

Guidance Note

Customers often hesitate because they cannot imagine what will happen after they contact the organisation.

They may want to know:

• What is the first step?

• What information is required?

• Who will speak to me?

• Is a visit required?

• How is the proposal prepared?

• When is payment due?

• How long will the process take?

• What will I receive?

• What happens if the scope changes?

• How is completion approved?

Please List Process Questions

Can the Process Be Explained in Steps?

Step 1: _________________________________________________

Step 2: _________________________________________________

Step 3: _________________________________________________

Step 4: _________________________________________________

Step 5: _________________________________________________

Which Parts of the Process Are Fixed?

Which Parts Vary?

Where This May Be Used

• How It Works page

• Service pages

• Proposal

• Enquiry confirmation

• Welcome email

• Customer onboarding

• Video explanation

5.14 Questions About Risk and Failure

Content Need

Please identify questions about what can go wrong.

Guidance Note

Customers may need honest answers about:

• Failure conditions

• Limitations

• Common mistakes

• Delays

• Maintenance

• External risks

• Customer responsibilities

• Dependence on weather, market or regulation

• Situations outside the organisation’s control

Please List Risk Questions

What Can Realistically Go Wrong?

Which Risks Can the Organisation Reduce?

Which Risks Cannot Be Controlled?

What Should the Customer Do to Reduce Risk?

Mentor’s Note

Honest discussion of limitations does not weaken credibility.

It often strengthens it.

5.15 Questions About Results and Outcomes

Content Need

Please collect questions about expected results.

Guidance Note

Customers may ask:

• What result will I get?

• How long will it take?

• How much will I save?

• How much can I earn?

• Is the outcome guaranteed?

• How will success be measured?

• What result have others achieved?

• What factors influence performance?

Please List Outcome Questions

Which Results Can Be Predicted Reliably?

Which Results Depend on Customer Action?

Which Results Depend on External Conditions?

What Evidence Is Available?

☐ Data

☐ Case studies

☐ Before-and-after examples

☐ Customer feedback

☐ Photographs

☐ Reports

☐ Demonstrations

☐ No strong evidence yet

Content Note

Do not convert average results into universal promises.

State assumptions and conditions clearly.

5.16 Questions About Trust

Content Need

Please identify the questions customers ask while deciding whether the organisation is credible.

Guidance Note

Trust questions may be spoken or unspoken.

Customers may wonder:

• How much experience do you have?

• Have you done similar work?

• Who are your experts?

• Can I speak to a previous customer?

• Are you certified?

• Are your claims verified?

• What happens if something goes wrong?

• Will you support me after payment?

• Are your prices transparent?

• Are the photographs real?

Please List Trust Questions

What Evidence Answers Each Question?

Trust Question Evidence Available

Which Evidence Can Be Published Publicly?

Which Evidence Requires Permission?

5.17 Questions That Need Short Answers

Content Need

Please identify questions that can be answered quickly and directly.

Guidance Note

Some questions need only a brief answer.

Examples:

• Do you work outside Jaipur?

• Is the consultation paid?

• Do you provide installation?

• Is the programme available online?

• What languages do you support?

• Is there a minimum order?

• Do you provide certificates?

These may be suitable for:

• FAQs

• Short answer boxes

• Service summaries

• Contact pages

• AI-readable question-and-answer sections

Please List Short-Answer Questions

Question Direct Answer

Answer Length

A short answer should usually be between 20 and 80 words.

Answer Check

Does the answer:

☐ Respond directly?

☐ Avoid unnecessary introduction?

☐ Include important conditions?

☐ Avoid misleading certainty?

☐ Suggest the next step where useful?

5.18 Questions That Need Detailed Explanations

Content Need

Please identify questions that cannot be answered responsibly in one paragraph.

Guidance Note

A detailed question may require:

• Background

• Definitions

• Assumptions

• Examples

• Options

• Comparison

• Risks

• Evidence

• Step-by-step explanation

• Related questions

Examples:

• How is the complete cost of a food product calculated?

• How should a farm choose an irrigation system?

• Can a rooftop garden become a family business?

• How should a student select a green career pathway?

• What makes an organic value chain commercially viable?

Please List Detailed Questions

What Format Does Each Question Need?

Question Article Guide Video Tool Case Study

☐ ☐ ☐ ☐ ☐

Does the Answer Already Exist Somewhere?

5.19 Questions That Need Comparison

Content Need

Please identify questions where customers are choosing between alternatives.

Guidance Note

Comparison questions may include:

• Product A versus Product B

• Home production versus commercial production

• Purchase versus rental

• Natural versus conventional

• Manual versus automated

• Local supplier versus national brand

• Standard service versus customised service

• Low-cost option versus long-term option

A useful comparison should explain:

• What is being compared

• Under what conditions

• Advantages

• Limitations

• Cost implications

• Suitability

• Decision factors

Please List Comparison Questions

Comparison Table Format

Factor Option A Option B What It Means

Cost

Quality

Suitability

Risk

Maintenance

Best For

Mentor’s Note

Do not design comparisons only to make the organisation’s product win.

A fair comparison helps customers trust the conclusion.

5.20 Questions That Need a Tool or Calculator

Content Need

Please identify questions that require customer-specific inputs.

Guidance Note

Some answers depend on:

• Quantity

• Location

• Scale

• Budget

• Crop

• Area

• Ingredients

• Production volume

• Age

• Education

• Experience

• Number of users

• Distance

• Time

A fixed article may explain the method, but a tool can help the customer apply it.

Examples:

• How much will my product cost?

• How many grow bags fit on my rooftop?

• What size irrigation system do I need?

• Which career pathway may suit me?

• How much raw material will be required?

• What may be my break-even point?

Please List Tool Opportunities

Customer Question Inputs Required Possible Tool

Is the Tool Intended to Provide:

☐ Exact answer

☐ Approximate estimate

☐ Initial guidance

☐ Comparison

☐ Self-assessment

☐ Lead qualification

☐ Educational understanding

Important Note

Tools should clearly state:

• Assumptions

• Limitations

• Data source

• Date of update

• Whether professional review is required

5.21 Questions That Need Real Examples

Content Need

Please identify questions best answered through case studies or practical situations.

Guidance Note

Some questions become easier to understand through a real example.

For example:

How does a cooked food cost assessment work?

may be explained through:

Cost assessment of one kilogram of vegetable biryani.

Another example:

Can a small rooftop garden create income?

may be explained through:

A 500-square-foot Jaipur rooftop producing seedlings, herbs and ready-to-harvest plants.

Please List Questions Requiring Examples

What Real Cases Are Available?

Question Available Example Permission to Publish

☐ Yes ☐ No

Can the Example Be Anonymised?

☐ Yes

☐ No

☐ Not necessary

What Evidence Is Available?

☐ Photographs

☐ Data

☐ Customer statement

☐ Costing sheet

☐ Timeline

☐ Before-and-after comparison

☐ Project report

☐ Other: _________________________________________________

5.22 Questions Related to Each Knowledge Domain

Content Need

Please connect questions with the Knowledge Domains identified in Chapter 4.

Guidance Note

Each question should belong to a clear subject area.

This helps the content team organise the website and prevents questions from becoming scattered.

Please Complete

Customer Question Knowledge Domain Main Topic

Are Any Questions Relevant to More Than One Domain?

Which Domains Have the Most Questions?

Which Domains Have Very Few Questions?

Mentor’s Note

A domain with few recorded questions may still be important.

It may simply mean the organisation has not yet listened carefully or the market does not yet understand the subject.

5.23 Grouping Similar Questions

Content Need

Please combine questions that ask essentially the same thing.

Guidance Note

Customers may phrase the same question in many ways.

For example:

• How much does it cost?

• What is your charge?

• What budget do I need?

• Can you give me a price?

• Is it expensive?

These may belong to one main question:

What does the service cost, and what determines the final price?

Grouping similar questions helps avoid repetitive content.

Please Complete

Similar Customer Questions Main Combined Question

Keep Alternative Wording

Even after combining questions, retain the customer’s different expressions.

These variations may later help with:

• Website search

• Page headings

• FAQs

• AI understanding

• Customer language

• Content discovery

5.24 Turning Broad Questions into Smaller Questions

Content Need

Please break large questions into manageable parts.

Guidance Note

A question such as:

How do I start a food processing business?

is too broad for one short answer.

It may include:

• Which product should I select?

• How should I assess demand?

• What equipment is required?

• What licences are needed?

• How much investment is required?

• How is the product cost calculated?

• What packaging should be used?

• How should the product be priced?

• How will it be sold?

Breaking the question into parts creates a useful content pathway.

Broad Question

Smaller Questions Inside It

What Should the Visitor Understand First?

What Should They Learn Next?

What Decision Should They Be Able to Make at the End?

5.25 Question Importance

Content Need

Please assess how important each question is.

Guidance Note

Not every question requires the same level of attention.

A useful question may be:

• Frequently asked

• Important for customer decisions

• Closely connected to expertise

• Commonly misunderstood

• Commercially important

• Socially important

• Difficult to answer elsewhere

• Useful to a large audience

Question Rating

Question Asked Frequently Decision Importance Knowledge Value Business Value

High / Medium / Low High / Medium / Low High / Medium / Low High / Medium / Low

Priority Level

Priority 1

Must be answered before or at website launch.

Priority 2

Should be answered soon after launch.

Priority 3

Useful for future development.

Please Classify

Question Priority 1 Priority 2 Priority 3

☐ ☐ ☐

5.26 Questions That Should Appear on the Homepage

Content Need

Please select a small number of questions that represent the visitor’s most important starting points.

Guidance Note

The homepage should not become a giant FAQ page.

However, it can use a few strong questions to help visitors recognise themselves.

Examples:

• Are you unsure what your food product actually costs?

• Is your farm using more water but producing less?

• Are you struggling to convert education into employment?

• Do you want to grow vegetables at home but do not know where to begin?

Main Homepage Questions

Suggested Homepage Heading

☐ What Would You Like to Understand?

☐ Start with Your Question

☐ Find the Answer You Need

☐ What Are You Trying to Solve?

☐ Explore Common Questions

☐ Other: _________________________________________________

Where Should Each Question Lead?

Homepage Question Destination Page

5.27 Questions That Need Dedicated Pages

Content Need

Please identify questions important enough to become independent website pages.

Guidance Note

A question may deserve its own page when it:

• Is frequently searched

• Requires a detailed answer

• Is important for decisions

• Connects several topics

• Has strong examples or evidence

• Can lead naturally to a product or service

• Represents important organisational knowledge

Dedicated Question Pages

Question Knowledge Domain Page Priority

High / Medium / Low

Suggested Page Structure

A strong question page may include:

1. Direct answer

2. Why the question matters

3. Important conditions

4. Main options

5. Practical examples

6. Common mistakes

7. Risks and limitations

8. Related questions

9. Relevant tools or downloads

10. Next action

5.28 Questions Suitable for a Frequently Asked Questions Page

Content Need

Please select questions that can be answered briefly and help customers take the next step.

Guidance Note

A Frequently Asked Questions page should not become a storage place for every question.

It should answer practical questions such as:

• Availability

• Location

• Payment

• Timing

• Eligibility

• Delivery

• Process

• Support

• Documentation

• Contact

General Organisation FAQs

Product or Service FAQs

Customer Support FAQs

Content Note

Frequently Asked Questions should also appear on relevant pages.

Do not depend only on one central FAQ page.

5.29 Preparing a High-Quality Answer

Content Need

Please use a consistent method for answering important questions.

Guidance Note

A useful answer should not begin with a long company introduction.

It should respond to the question quickly.

Suggested Answer Structure

1. Direct Answer

Give the clearest possible response in the first few lines.

2. Important Context

Explain what the answer depends upon.

3. Options

Describe alternatives where relevant.

4. Practical Example

Show how the answer works in reality.

5. Risks or Limitations

Explain what the customer should not assume.

6. Next Step

Guide the customer towards further information or action.

Question

Direct Answer

Important Context

Main Options

Practical Example

Risks or Limitations

Suggested Next Step

5.30 Answer Quality Check

Before approving an answer, please review it.

Accuracy

☐ Is the answer factually correct?

☐ Has it been reviewed by the right person?

☐ Are assumptions explained?

☐ Is the information current?

Clarity

☐ Does it answer the question directly?

☐ Is the language easy to understand?

☐ Are technical terms explained?

☐ Can a new customer follow it?

Honesty

☐ Are limitations mentioned?

☐ Are results presented responsibly?

☐ Are claims supported?

☐ Does it avoid unnecessary promises?

Usefulness

☐ Does the answer help the customer decide or act?

☐ Are examples included where useful?

☐ Is the next step clear?

☐ Are related questions linked?

AI and Search Readiness

☐ Is the question clearly stated?

☐ Does the opening paragraph contain a direct answer?

☐ Are headings descriptive?

☐ Is the content written as webpage text?

☐ Are sources, dates and authorship included where relevant?

5.31 Questions That Require Expert Approval

Content Need

Please identify questions that should not be answered without review.

Guidance Note

Some questions may involve:

• Health

• Safety

• Legal requirements

• Financial decisions

• Technical risk

• Regulatory compliance

• Performance guarantees

• Chemical use

• Engineering design

• Public policy

• Confidential information

Please Complete

Question Expert Required Approval Needed Before Publication

☐ Yes ☐ No

What Disclaimer or Qualification Is Required?

Who Has Final Approval Authority?

5.32 Questions the Organisation Should Not Answer Publicly

Content Need

Please identify questions that require private discussion or should remain confidential.

Guidance Note

Some questions may involve:

• Customer-specific pricing

• Personal information

• Trade secrets

• Internal strategy

• Unannounced products

• Employee matters

• Legal disputes

• Sensitive commercial data

• Security information

• Private customer cases

Questions That Should Remain Private

How Should the Website Respond?

Possible response:

This question depends on customer-specific information. Please contact our team for a confidential discussion.

Approved Response

5.33 Questions That Change Over Time

Content Need

Please identify answers that may become outdated.

Guidance Note

Some questions depend on:

• Prices

• Regulations

• Government schemes

• Technology

• Product availability

• Market conditions

• Scientific guidance

• Locations served

• Team availability

• Eligibility rules

• Application dates

These answers require regular review.

Please Complete

Question Why It May Change Review Frequency

Monthly / Quarterly / Annual

Who Will Review These Answers?

Should the Page Show a Last Updated Date?

☐ Yes

☐ No

☐ Only for selected content

IT Team Note

Time-sensitive answers should display the date of review and should be easy for the content team to update.

5.34 Questions AI Systems Should Understand

Content Need

Please identify the questions for which the organisation wants its knowledge to be discoverable through AI-assisted search.

Guidance Note

People increasingly ask complete questions rather than typing only keywords.

They may ask:

• How do I calculate the real cost of a packaged food product?

• Can I grow vegetables on a hot rooftop in Jaipur?

• What skills are needed for a career in sustainable agriculture?

• How do I compare organic and conventional production costs?

• Which irrigation system is suitable for a five-acre farm?

The website should provide clear, structured and trustworthy answers.

Priority AI Questions

Does the Organisation Have a Strong Answer Today?

Question Strong Answer Partial Answer No Answer

☐ ☐ ☐

Content Note

An AI-ready answer should still be written primarily for people.

Clarity, accuracy, evidence and structure benefit both humans and machines.

5.35 Question-to-Content Conversion

Content Need

Please decide what kind of content should answer each priority question.

Guidance Note

One question may produce several knowledge assets.

For example:

Question: How much does a rooftop garden cost?

Possible content:

• Short answer

• Detailed cost guide

• Cost calculator

• Sample rooftop plan

• Comparison of basic and premium setups

• Video explanation

• Downloadable budget sheet

• Consultation service

Please Complete

Priority Question Page Article FAQ Video Tool Download

☐ ☐ ☐ ☐ ☐ ☐

Which Questions Can Share One Content Asset?

Which Questions Need Several Formats?

5.36 Question Ownership

Content Need

Please decide who will be responsible for answering and updating each important question.

Guidance Note

Question ownership prevents content from becoming inaccurate or abandoned.

The owner may be:

• Founder

• Technical expert

• Product manager

• Sales head

• Customer support

• Legal advisor

• External specialist

• Content team

Please Complete

Question or Question Group Content Owner Reviewer Update Frequency

Are Any Important Questions Without an Owner?

Is External Expertise Required?

5.37 Priority Question Bank

We will now prepare the organisation’s first structured Question Bank.

Priority 1: Must Be Answered at Launch

10.

Priority 2: Develop Soon After Launch

10.

Priority 3: Long-Term Knowledge Development

10.

5.38 Question Universe Summary

Let us bring the most important discoveries together.

Main Sources of Questions

Questions Asked Most Frequently

Questions Most Important for Decisions

Questions Customers Are Afraid to Ask

Questions Customers Should Ask

Main Misunderstandings

Main Price Questions

Main Suitability Questions

Main Risk Questions

Main Trust Questions

Questions Requiring Tools or Calculators

Questions Requiring Case Studies

Questions Requiring Expert Approval

5.39 Content Prepared for the IT and Content Teams

At the end of this chapter, the following information should be available.

Customer Question Inputs

• Questions in customer language

• Questions from different organisational teams

• Early-stage questions

• Comparison questions

• Pre-purchase questions

• Post-purchase questions

• Sensitive questions

• Overlooked questions

• Price questions

• Risk questions

• Trust questions

• Suitability questions

• Outcome questions

Content Architecture Inputs

• Questions linked to Knowledge Domains

• Similar questions grouped together

• Broad questions divided into smaller questions

• Priority questions identified

• Homepage questions selected

• Dedicated question pages identified

• FAQ questions selected

• Tool and calculator opportunities

• Case-study opportunities

• Download opportunities

Governance Inputs

• Question owners

• Expert reviewers

• Approval requirements

• Update frequency

• Private questions

• Time-sensitive answers

• Evidence requirements

Notes for the IT Team

The Customer Question Universe should become a searchable and connected part of the website.

Important questions should not be stored only on one large FAQ page.

They should appear in relevant places such as:

• Homepage

• Knowledge Domain pages

• Topic pages

• Product pages

• Service pages

• Customer pathway pages

• Articles

• Tools

• Case studies

• Support pages

Every major question should have a stable website location.

Where possible, question pages should include:

• The question as a clear heading

• A direct answer near the beginning

• Supporting explanation

• Important assumptions

• Examples

• Limitations

• Related questions

• Related Knowledge Domains

• Relevant products or services

• Author or reviewer

• Date of review

• Next action

The website search system should recognise:

• Customer wording

• Technical wording

• Alternative spellings

• Short phrases

• Complete questions

• Related terms

Questions and answers should be manageable through the content system so that new questions can be added without redesigning the website.

Time-sensitive answers should display a review date.

Questions requiring private information should direct visitors towards an appropriate contact process rather than asking them to submit sensitive details publicly.

Chapter Completion Check

Before completing this chapter, please confirm:

☐ Questions have been collected from several organisational teams.

☐ Questions are recorded in customer language.

☐ Early-stage, comparison, purchase and post-purchase questions have been separated.

☐ Sensitive and hesitant questions have been identified.

☐ Questions customers should ask have been recorded.

☐ Common misunderstandings have been documented.

☐ Price, suitability, process, risk, result and trust questions have been collected.

☐ Short-answer and detailed-answer questions have been separated.

☐ Comparison, calculator and case-study opportunities have been identified.

☐ Questions have been linked to Knowledge Domains.

☐ Similar questions have been grouped.

☐ Broad questions have been divided into smaller questions.

☐ Priority levels have been assigned.

☐ Homepage questions have been selected.

☐ Dedicated pages and FAQs have been identified.

☐ Answer quality standards have been established.

☐ Expert approval requirements have been recorded.

☐ Time-sensitive answers have been identified.

☐ Question ownership has been assigned.

☐ The first Priority Question Bank has been prepared.

What We Have Achieved

We began this chapter with a scattered collection of customer questions.

We now have the beginnings of a structured Customer Question Universe.

We understand:

• What customers ask

• When they ask it

• Why they ask it

• What they may be afraid to ask

• What they should ask

• What they misunderstand

• What information affects their decisions

• Which questions need quick answers

• Which need detailed explanations

• Which need tools, comparisons or real examples

• Which questions deserve immediate attention

• Who should answer and review them

These questions will now become the building blocks of the organisation’s visible knowledge.

In the next chapter, we will examine the organisation’s Existing Knowledge Assets.

We will identify what already exists in documents, presentations, photographs, videos, reports, case studies, tools and people’s experience—and decide what can be reused, improved, updated or newly created.