Posted On: January 28, 2020 | 7 mins read
How do you ensure the best customer service knowledge management for your brand? Boosting the overall knowledge management process for your contact center. Need validation? A recent study shows that 90-96% of customers consider ‘customer service’ as an important differentiator for a brand.
First up, let’s get something out of the way. It’s all about customer satisfaction. In the race for higher mind, cart, and wallet share, companies want to offer their customers complete and end-to-end services. This begins right from the first pique in interest at the presale point – to the last resolution of a query, post-sales. Companies must know that consistency over these query resolutions, is the true flag bearers of their brand.
Customer satisfaction is a continuous wave of expectations, experiences, and resolutions. A satisfied customer would seamlessly merge into the next set of expectations or desires.
Let’s use a live example. Dave, from Michigan, ordered an Apple watch from Amazon. However, the product wasn’t performing precisely as Dave expected. There’s a gap between either product or delivery promise, and actual experience.
Now, Dave has two options.
Here, either Dave would pick an Amazon-alternative (stationary retail or online) for his next purchase, or he would decide to Amazon another chance. Either way, Amazon would have to measure up to a tougher task whenever Dave decides to come back.
Dave chooses to interact with Amazon using any contact format, from an omnichannel customer support system. The agent (or interactive system invoking Natural Language Processing (NLP)) acknowledges and addresses Dave’s concern, putting forth a logical and mutually acceptable resolution.
Here, Dave would feel valued and the ‘gap’ which would have broken the customer (service) flow or wave is eliminated. Amazon can breathe easy and function with the assurance that Dave would most-probably come back happy.
This is the power of efficient contact center-led customer service.
Now for the second part of the discussion. What makes this customer service efficient? It’s power-packed and precise knowledge management.
There are 3 pillars to efficient customer service. The KLP model. Knowledge, Learning, and Performance. Build a strong knowledge center or knowledge base; induce learning and process training; and structure performance increase. The interlinking and interlocking mechanism for these 3 pillars is efficient knowledge management.
A company must know accurately identify their customers and their (customer’s) needs. They need to gather information about what exact product or service promise there are propagating.
These are just a few of the possible questions which companies must ask. This is more so when the product/service requires on-boarding or has a learning curve.
The company must categorise and rationalise all possible queries or issues the customer may face in each product/service interaction. and Quiz But, wManagement. This is primarily done by spending time in the customer’s shoes. Not literally, though, just figuratively.
Companies then create a smorgasbord of possible interaction queries or frequently asked questions. This is called the knowledge center or knowledge base. This is used by agents or developers (for Chatbots) to structure their conversations for the customer. This increases their First Call Resolution (FCR) rates, along with overall customer satisfaction.
Right from the ‘Get-Go’, contact centers need to strengthen their knowledge base. The meticulous process of building this knowledge base requires a higher-level of core-competency with system architecture and Artificial Intelligence-enabled knowledge management.
It’s important for companies to involve efficiency-leaders in the same space, like Knowmax. It’s important to build an enterprise-grade knowledge management system (KMS) from the ground-up. This must be done right with clear 20-20 foresight.
Knowledge management system elevates the companies’ customer service to new level and accomplishments. The end goal and the way to reach it is simple in context and concept. Let’s re-invoke the 3 pillars of customer service, knowledge, learning and performance.
A powerful KMS builds and structures the knowledge base in fine and clear pockets of information, induced with multi-layered contextual searching ability for easy discovery. The build involves detailed ‘How-to’ and ‘Picture’ guides to simply knowledge consumption. This leads us to the second pillar.
The key element of any knowledge base, is its ability to complement, support, or induce learning. Step-by-step interactive guides boost learning, comprehension, and understanding. This is helpful for pre-process learning and on-the-job learning and propagates interactive Learning Management System (LMS) . This points us to the third pillar.
Knowledge and learning are the prerequisites to quality performance. Performance is simply the application of knowledge, learning and talent. An efficient KMS supports and augments this performance with proper decision-tree enabled structured processing and directives.
If a company wants to be truly customer-first, they need a powerful knowledge management system to collect, collate and contextualise all their knowledge (process, product, and customer content – among others). The exciting part is the icing with a great KMS. The more a company indulges within a KMS, the more structured and consistent the results become.
Over-time, with thorough documentation, intent analysis, and decision tree-improvements, the customer service knowledge management helps build ‘Customer Support 2.0’ for the company. It’s the secret layering for sure-fire scaling of any omnichannel customer service initiative. And as we know, all this leads to lasting brand engagement, loyalty, and sustainability. Get on-board with efficiency and scale-centric KMS now.