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Customer-First Knowledge Management

Knowledge management (KM) strategy should start from the perspective of your customer journey.

Leverage knowledge management to deliver consistent, high-value customer experience. Most customers prefer to self-serve rather than contact you, so organizations need to start where customers start.

Self-Service Strategy

Customers attempt to self-serve in a variety of channels, including Google, in-product, chatbot interfaces, virtual assistants, and support sites. Most will start with the easiest channel available and only move to the next layer of self-service if they absolutely have to.

The easier it is to use these channels, the more likely customers are to handle issues on their own. As customers move through self-service channels, their effort level increases along with the chance that they will abandon the channel—or their journey— altogether.

Self-Service Strategy

Reasons for abandonment per channel

  • External search - Lack of relevant, branded search results, or too much content from competitors and other SERP hijackers.
  • Branded website - Poor navigational experience, content gaps, and lack of personalization.
  • Chatbot - Slow, inaccurate responses, irrelevant content, and dead ends.
  • Live chat - Having to repeat oneself, lack of agent knowledge, or improper routing.

How to begin customer-first knowledge management

  1. Channel inventory
  2. Gap analysis
  3. Cornerstone content

Channel inventory

Categorize your users and main interaction channels for each. Consider channels where your users are looking for information even if you do not have knowledge content in that channel yet.

For example:

  • Customers - Google, Marketing website, Product
  • Distributors - Marketing website, Partner Portal
  • Agents - CRM, intranet, knowledge base

Gap analysis

The most important component of an effective self-service strategy is to eliminate obstacles for customers. Identify KPIs and business outcomes to assess and align your knowledge management strategy.

Determine when and why your customers need support. Find out where customers experience the greatest friction in finding solutions and any related obstacles. Evaluate gaps in the content channels that need to be filled. Determine if the content you have needs to be updated or made available in the channels your customers prefer.

Cornerstone content

Identify the most popular and valuable content that should be considered for the initial phase of your knowledge management deployment. This content should address your biggest pain points and will serve as a starting point for for content insights related to your KPIs and business outcomes.

Consider key questions when identifying cornerstone content:

  • Do you have reporting and analytics on your most commonly used content?
  • Does this content help you achieve the identified KPIs and business outcomes?
  • Is the content ready for audience consumption?

Eliminate obstacles such as content behind logins, unstructured content, static PDFs, or partial solutions. Publish your cornerstone content so that it is available in the channels where your customers begin looking for information.

Connect customer self-service to agent enablement

Allow agents to access self-service content via your CRM. If you integrate help content into your ticketing system, your support agents will benefit from efficient access to solutions.

Empower agents with insights to reduce customer effort. The MindTouch Customer Insights Touchpoint allows your agents to see customer search and viewing behavior from before they submitted a ticket.

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