Salman chaudhary

© 2011 Oracle Corporation – Proprietary and Confidential

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How Knowledge Management can help

Enterprises Improve Customer Experience and

Reduce Costs

Salman Chaudhary


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• Faster changes in the market driven by increased competition

• More products/services and more complex products/services

• Shorter product release cycle times

• More content/data/knowledge published in increasing quantities

• Increasing Customer Expectations

• Customers expect to have information to serve themselves

• Want information delivered from a customer centric viewpoint and not a company-centric siloed viewpoint

• Globalization and diverse geographies

• Customers are located across countries and expect localized information on their terms

• Work teams are also dispersed across geographies and time zones

• Integration and Collaboration drive value

• Knowledge is dispersed, needs to be captured from Employees, Partners and Customers

• Departmental silos and multiple systems reduce speed, efficiency and effectiveness

Why is Knowledge Management critical in today’s

enterprise environment?


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Service experience is increasingly being viewed as

a primary differentiator – 60% of customers will

pay more for better service *

* Harris Interactive, 2009 Customer

Experience Impact Report

And – delivering great

Customer Service is

harder than ever

before…

Ease of switching vendors

Cost cutting & staff consolidation

Multi-skilling and Virtual Contact Centers

Offshoring and outsourcing

Faster product / service innovation

More products/services and more complex

products/services

Increasing customer sophistication

Growing web & social channel adoption

Explosion in information volume and diversity

Customer Experience is More Important than Ever

Before


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Email Social Chat

Web Phone FAQ

Every

channel is

powered by

a different

silo

Web

Content

Static

Pages

Case

Data

Standard

Response

User

Context

Frequent

Phrases

The Problem is Compounded Across Channels


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How do I make an international wire transfer?

As a result the Customer Experience suffers


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* Harris Interactive, 2009 Customer Experience Impact Report

86% of Customers will stop doing business with an

organization after 1 bad experience, and 82%

told their friends about it *

The experience you deliver to your customers every

day, through every transaction, either builds value for

your brand or destroys it.

And the cost of a poor Customer Experience is


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Knowledge Management can help Enterprises

differentiate on Customer Experience and Reduce

Costs

KM systems should enable companies to…

Dramatically improve the customer experience

Increase productivity in the contact center

Drive significant value from social channels

Substantially lower support operating costs

Knowledge Management systems should help

connect people to answers across all customer

channels including the Web, Contact Center, and

Social Communities.


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L H

H

L

Customer Satisfaction

Em

plo

yee

Pro

du

ctiv

ity

• Delivery of the right knowledge, at the right time, drives a better Customer Experience

• Enables website conversion increasing revenues and profits

• And Improves Productivity and Profitability

• Makes employees more productive and effective

• Improves first call resolution reducing costs and increasing customer sat

• Let‟s your Customer‟s move to self-service support

Knowledge Drives a Better Customer Experience

and Positively Impacts Profitability


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• Tacit

• “You don‟t know what you know until you‟re asked”

• In people‟s heads and not formally documented until an

interaction makes it available

• People won‟t take the time to document this unless

triggered via an interaction

• AND with the right incentives and controls

• AND if it‟s really easy

• AND is part of everyday normal work process

• Granular

• Typically an adjunct to formal documentation

• May have a combination of Tips, How-To‟s, FAQ‟s,

Solutions, Short Documents

• Time critical

• Knowledge has a shelf-life; needs to be authored and

captured quickly

• E.g. Insurance companies suspended writing new

policies in Southern California in October „07

Key Characteristics of Knowledge


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• Distributed

• Contribution/Authorship

• Knowledge and expertise are distributed; multiple sources including customers can contribute

• E.g. Your customer may be more knowledgeable about your legacy products than your support engineer

• Delivery/Consumption

• Users of information are also distributed so they need information that is appropriate to them

• E.g. Customers, Partners, Support personnel (Level 1 vs. Level 2), Employees

• E.g. We have a customer who has three separate products acquired from three separate companies, serving three customer segments, but each article has to have its own branding and context

• Business Purpose

• Drives a specific business process and purpose

• E.g. customer service, sales, marketing

Knowledge

Application Customers

Partners

Support

Marketing

Product

Engineers

Answers

& Action

Key Characteristics of Knowledge


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CMS

KMS

L H

H

L

Frequency of Updates

Dynamicity G

ran

ula

rity

/ C

on

trib

uto

rs

Characteristic CM KM

Contributors Limited number of authors

Large numbers of authors

Granularity of Content

Documents or Web Pages

Small to Medium Articles

Frequency of Updates

Dynamicity

Periodic – Quarterly, Monthly

Frequent – Weekly, Daily, Hourly

Comparing Content Management and Knowledge

Management

• Knowledge is tacit, granular, time-critical.


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What are the Key KM Capabilities that will Improve

Customer Experience and Reduce Costs? • Findability – Search and Browse

• Intelligent and Natural Language Search • Understanding Customer Intent - rules-based results:

not just articles or pages • Personalized, Relevant and Context Sensitive

Experience • Consistent Answers across all channels • Search across multiple sources both inside the KM

Repository and from external sources – Data Repositories, Websites, Social Forums….

• Intelligent Troubleshooting Flows

• Proactivity

• Alerts and notifications on feeds and user based subscriptions

• Easy and Intuitive Content Creation – Fast Content Publishing cycles by business (non-technical) staff

• Integrated with Case Management / CRM, Chat, Social and other Customer Interaction Systems

• Harness social content

• Integrated Measurement System

Measure content gaps and operational efficiencies

Report on customer feedback and ratings

Provide insight on customer behaviour

Contact Deflection

Online Conversions

First Time Resolution

Average Handling Time

Escalations

Time to Competency

Training Time (Multi-

skilling)

Content Maintenance

effort (over time)

Ability to Scale

Ability to Gain Insight

on User Behaviour


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Intent based Intelligent

Search comprehends

that these requests

represent three

different intents

Support

“Did I pay my bill

last month?”

Research

“What are the options

to pay my bill?”

Purchase [Pay]

“Pay my bill”

Differentiating on Customer Experience -

Understanding the Intent of Customer Requests


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Support

“Did I pay my bill

last month?”




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Research

“What are the

options to

pay my bill?”




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Purchase [Pay]

“Pay my bill”




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Email Chat

Web Phone FAQ

Dynamic response across channels, Consistent Communication,

Superior Experience, Lower Support Costs, Scale with Growth

Social

Differentiating on Customer Experience – A Single KM

Platform powers interactions across all Channels


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No Answers

Not Relevant Results

No Feedback

No Offers

Best Case - Poor Experience

Worst Case - Lost Sale / Customer

Poor Customer Experience can lead to lost sales

opportunities or Customers


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Understands &

Clarifies Intent

Targeted

Promotion

Immediate and

Relevant Results

– Driving Sales Ratings and

Feedback

Differentiating on Customer Experience – Relevant

Answers and Promotions Improve Online Conversions

http://www.sprint.com/


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Clarify and

Understand

Customer’s

Intent

Manage The

Experience

Harvest

Community

Knowledge

- Product Guide

Categorized

Answers

Diagnostic

Wizards

Knowledge powering all channels…

Differentiating on Customer Experience – Manage the

Experience and Leverage Multiple Content Sources


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16,000 Agents

100 countries

11 Languages

1M daily web inquiries

Over 2M at peak retail

iLog / iDesk – Agents

iKnow – Support

AOSS – Online Store

Genius Bar – Stores

Internal HR Portal

Differentiating on Customer Experience – a Single

KM Platform powering all customer channels


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• Discussion Forums are just another self service channel

• Deflect Posts by automatically searching the KB when Post is created

• Treat Discussion Forums as another content source for users searching for answers

• Harness user generated content back into KM workflow and made available to other channels

Differentiating on Customer Experience – Integrating

with KM and Harnessing Social Content


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Reducing Costs – Intelligent Search and Proactivity

reduce Research time, AHT, and Escalations in

Contact Centers


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Reducing Costs - KM Integrated with CRM reduces AHT and provides content usage analytics

• Integrated Knowledge - Immediate access to the information

needed to resolve customer inquiries in

a single integrated desktop.

• One-Click Answers – Agents can leverage Siebel service

request information and with one-click

retrieve relevant best answers from

InQuira’s knowledge base

• Smart Excerpts – Search terms and concepts are

highlighted and displayed as intelligent

summaries, helping to reduce research

time.

• SR Attachments – With just one click, agents can attach

knowledge context and versioned online

article links into any service request.

• Service Transcripts– Agents can send customers service

transcripts for detailed article

information or promote future self-

service interactions for call deflection

strategies.


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Report identifies a surge in poor answer quality

Drill down reveals the cause:

Although the bank provides tax planning services, it does not

have income tax related information.

Differentiating on Customer Experience – Identify

Content Gaps Rapidly through Analytics


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Service Transformation – Drive Margins – Cost Take Out

Customer Experience – Better Self Service

Call Deflection – Minimize calls and escalations

Drive Revenue – Up Sell and Cross Sell

Agent Proficiency – Better call handling

Cross Channel Delivery – Relevant Content

Agent Training and Turnover– Accelerated training

Introduction – Why Companies Invest in KM


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• It‟s about People, Process and Technology

• Get high level sponsorship and broad based buy-in

• Create a Learning Organization

• Make Knowledge Creation part of the process

• Use Reputation Models to find and define your experts

• Reward them, formally and informally

• Select the right application and implement it alongside KM processes

• Define and make the business case and drive the right initial investment

• Ensure ongoing support, care and feeding

• Dynamic Publishing

• Keep knowledge up-to-date

• Monitor feedback and workflow for bottlenecks

• Measure

• Be diligent about measuring usefulness and culling what isn‟t useful

Knowledge Management - Implementation Best

Practices


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Salman chaudhary

Business

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