What is KM and Why do we need it?

Enterprise Knowledge Management

KM is the capture, retention, categorization

and dissemination of information to resolve customer issues.

KM practices can be applied to a variety of

organizations practices, both internal (i.e. employee collaboration) and external (for customer/partner relationship management)
Not having effective practices or solution

External-Facing KMS (i.e. customer service)

for customer services knowledge management leads to excessive service times, increased cost to serve and high customer churn.

PartnerFacing KMS (i.e. strategic partnerships)

InternalFacing KMS (i.e. employee collaboration)

Approaches to KMS Content Management

Approach 1: Search indexing of external sources Approach 2: Using a built-in KMS knowledge base
Search Query Layer Content Indexing Layer Sourc e3 Auth. KMS Platform Search Query Layers Auth. Layer Content Indexing Layer Sourc e1 Auth. Sourc e2 Auth. Sourc e3 Auth.

Sourc e1 Auth.

Source 2 Auth.

Customer Service KB

In this model multiple sources are indexed by search crawlers. However, authoring can only be done at the individual source level.

In this hybrid model of KMS platform, external content can still be indexed. However, there is also a central KB an authoring layer at the platform level.

Benefits of Standalone KM Platform

Internal Facing (Assisted-Service) Allow agents to more effectively handle inquires. Clunky searches are replaced by well-organized KB that can be continually updated and refreshed with the most accurate content. External Facing (Self-Service) Customers using self-service channels want to get at the information they need with a minimal amount of headaches. Supporting your selfservice initiatives with a KM back-end means that they can quickly accesses relevant information. Key metrics improved: -Increased customer satisfaction through self-service channels. - Increased customer retention rate - Decreased coverage gaps in critical self-service taxonomies Cuts down the time it takes for customers to get at need-to-know information. Also provide customers with tools to provide feedback to the organization on the usefulness of their support (i.e. ability to rate and comment on KB articles) Key metrics improved: -Decreased times to resolution - Avoid assisted service as first contact or escalation to assisted service through good self-service

Effectiveness-Based Efficiency-Based

Key metrics improved:

-Increased customer satisfaction through all assisted service channels. - Increased consistency of resolutions.

Increases agent productivity. Agent spending less time worrying about the process will have more time to directly service the customers. Key metrics improved: - Decreased time-to-resolution for inquires through phone, chat and email channels. - Increased agent utilization rates - Decreased average cost-to-serve for agent assisted customer service

Unified KM Platform to Support Multiple Channels

It is absolutely important that all the customer interaction channels are using the same underlying KM platform. Failing to have a unified KM platform supporting these channels results in solution inconsistency, inefficiency and low customer satisfaction. When all channels are aligned into a cohesive multi-channel strategy, customers can easily transition between different channels. A customer should be able to start in one channel (e.g. web self-service or social media) and seamlessly transition to another.

Customers

Communication Channels FacetoFace Phon e Email Live Web Social Media

Information should be handed off at each transition point. If a customer has to reiterate the same information each time they jump channels, the process is inefficient and frustrating. Avoid this by establishing clear points-of-integration between channels.

KM Platform CRM Customer Service Organization

Email and Live Channels

Email

Email is a mainstay and one that benefits significantly from having a full KB in place. A unified KB allows consistency between reps answering e-mail. It also allows for auto-reply from a KB lookup. KM Platform

Live Interaction (Voice, Chat and Face-to-Face): Resolution workflow tools are indispensible for telephony based assisted service. Use an agent facing decision tree or support wizard to guide Tier-1 customer service reps in capturing symptoms. When a customer calls in, the tools can be used to quickly pinpoint relevant solutions.

Web Self-Service, Social and Mobile Channels

Provide a powerful front-end and back-end to your web self-service channel. The front-end should utilize selfservice portal with the ability to favorite and suggest content. The back-end should be a well categorized KB with robust search capabilities.

KM Platform

On the social side, provides with an easy method to share helpful articles via one-click social sharing functionality. On the mobile side, integrate dedicated customer facing mobile apps with KMS knowledge bases in order to ensure consistency of resolutions.

Knowledgebase Planning Process

Defining a Taxonomy Content Templates Establishing Solutions Workflow
Content needs to be logically organized and generally presented in a tree structure with most general information at the higher level and specific product information at lower level. Categorization is important to increase the findability of the content. E.g. users can use more advanced search techniques such as a category or parametric search. Categorization is also what makes it possible for the users to navigate a topic tree when searching.

Templates can be very useful for developing content with a high degree of finability and usability. For example, consider creating a Troubleshooting template, a HowTo template and an Information template, each of which contains predefined headers to give the author in capturing all the needed information.

Deciding who will be allowed to create content and content approval process that specifies which individuals and departments will be involved in the review and approval. Minimize the number of steps in approval process. Follow authoring standards, to ensure a solution is visible selectively, based on its position in the lifecycle as well as the entitlement of each user. Define the process for content end of life and archiving based on factors such as usage, corporate policies and regulatory requirements.

Platform & Feature Categories

Content Repositories: Knowledge

bases that hold customer service resolution articles; typically include tools for authoring & editorial workflows. Advanced search & Indexing: Allow queries to run against internal KB and external content thats been indexed; provide ability to easily navigate search results. Workflow Tool: Decision trees and wizards. Social & Mobile Tools: Social sharing, social analytics and mobile platform access Reporting & Analytics: Provide information on KB activities

Content Repositories

Reporting & Analytics

Advanced Search & Indexing

KMS Platform

Social & Mobile Tools

Workflow Tool

Planning a Phased Roll-Out

Start with deployment

in contact center first. By deploying internally first, you gain the opportunity to test and improve the usefulness and depth of solution content. Once fine-tuned in contact center, it can then be deployed for customer self-service.

Knowledge Team
Knowledge management business owner Knowledgebase owner

Authors, reviewers and editors

IT

Thank You