It's not unlike building a blog -- you need to constantly produce helpful and relevant content for your readers, updating it when necessary. But also like a blog, the returns on investment from building a knowledge base are numerous, because building a knowledge base helps you help your customers self-serve.
Customers are more likely to recommend your brand if you offer self-service options like a knowledge base. And in a reality where customers are increasingly choosing online service solutions over picking up the phone or sending an email -- a nod to the speed in which your customers need to get the answer they're looking for in order to be satisfied -- you need to adapt to your customers' needs, and not the other way around.
Zendesk created the infographic below to illustrate the opportunities that building a knowledge base presents, along with other must-know stats about your customers' preferences for self-service.