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