Execs In The Know- A Global Network of Customer Experience Professionals

Tag Archives: Knowledge Base

Disrupter 5: Contextualized Knowledge Bases for Personalization and Prediction

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The following is a guest blog by Mandeep Singh Kwatra, VP, Solutions and Capabilities at Hinduja Global Solutions (HGS). For more information about HGS, visit their website

As companies gain a deeper understanding of customers through research and predictive analytics, they will use that information to develop more individualized customer experiences. Today, it’s not enough to have a knowledge base. The best, most insightful business intelligence is developed from a contextual knowledge base that can be used by both agents and customers to predict the right answer based on that particular customer’s data, situation, location, and needs. The end result is faster responses, increased issue resolution, reduced customer effort, and happier customers.

Internet and digital channels have shrunk the world of customer information, and now everything is available at the click of a button. Customer loyalty is as fragile as that button click. Customers want brands to understand what they really need. They want everything personalized for them, at every step of the customer journey—from prepurchase research to complaints or when they are contemplating whether to jump ship. Today’s customers want personalized sales cycle, service queues, and complaints management. This means a knowledge base that employs two key elements:

– First, brand knowledge cannot be dated. It cannot be robotic or a copy paste of a manual or process. Knowledge has to be contextual. It has to be natural and language driven. It has to be how customers like to talk.

– Second, today’s predictive analytics answer to contemporary customer expectations, which are: to get the right answer fast, while also meeting sophisticated personalization criteria.

Contextualized Knowledge Bases

This shift from “content” to “context” requires companies to understand and categorize customers in personalized slots. According to a recent survey by Adobe, more than 60% of online users wanted to know why, what, and how web sites select content personalized for them. Companies need to have their personalization strategies backed by solid, accurate customer data. This is made easy by customers leaving a virtual bread crumb trail on their online journeys for brands to follow. But, the first order of business is to build a contextual knowledge base template that can support personalized customer data. Because customer behavior changes from one situation to another, a contextual database should include customer reactions across a broad spectrum of situations to be comprehensive and accurate. A recent study by Forrester Consulting on behalf of EverString found that marketers most often face the two challenges of ensuring data quality and managing data from a variety of sources (both 47%) in attempting to gain greater insights about customers and prospects. Continue reading

Seven Ways To Ensure Your Customers Actually Use Your Self-Service System

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Author: Cyndy Edwards, Senior Consultant, COPC Inc. Learn more about COPC Inc. at http://www.copc.com.

Today’s customer fully embraces technology and expects companies to do the same. This is especially true when it comes to providing customer service. Customers are still calling into the contact center to resolve many issues. However, two-thirds of consumers surveyed by Execs In The Know and COPC Inc. utilize multiple channels, including self-service options.

The use of multiple channels is not the whole story. Customers expect an effortless and seamless experience throughout their journey with your organization, with a convenient path to issue resolution. This means that customer engagement must be connected and relevant between your assisted and unassisted (or self-service) channels.

A key component of your self-service channel is having an effective knowledgebase, or the online library that stores and delivers your customer care content. Yes, your self-service program relies on technology to deliver information to your customers. But it is the content, organization, and search functionality within your knowledgebase that will make your self-service program a useful and reliable part of your omnichannel engagement.

Here are seven ways to design, build and maintain a knowledgebase that will meet expectations during any part of the customer journey:

1) Start by establishing a knowledgebase strategy.

If the goal of your knowledgebase is to answer customer questions and help resolve their issues, then you need to make sure you understand your customers’ needs. You can get this information by documenting questions that customers are asking when you are monitoring calls, emails or chats. Make sure to capture questions that customers escalate to Tier 2.

Also, structure your knowledgebase with “simple” in mind. Stick to fewer generalized categories so customers are not confused. Over time as more content is added, there may be opportunities to add section headings or categories. These will become clear as they are needed, so be prepared to grow your knowledgebase organically. Continue reading

Mobile Customer Support and Engagement – Where to Start?

The following is a guest blog written by Jill Soley, VP Marketing at Freshdesk. Learn more about Freshdesk by visiting their website.

Today, our customers have everything they need to communicate in the palm of their hand. Mobile brings about a unique and powerful convergence of communication channels — voice, email, chat, social, SMS — in one very portable device. This has a profound impact on how our customers communicate with each other, with the world, and with brands. It creates new challenges for brands to adjust to the protocols, cadence and sheer scale for customer support.

We’ve learned, in the digital age, that it’s no longer enough to publish a toll free number and staff a call center during business hours to provide for the needs of our customers. There are many new communication channels we’ve had to embrace and new skills we’ve had to learn to provide for the needs of our customers, in a social, mobile, 24×7 global marketplace.

At Freshdesk, we look at customer engagement through the lens of what we call The Great Pyramid of Customer Support.

Freshdesk Support Pyamid

This framework, based on Maslow’s Hierarchy of Needs, provides a structure to help organizations assess their support capabilities and determine what to prioritize. It can be particularly useful for determining how to address a new channel. Here we will apply it to mobile support and engagement: Continue reading