Service Excellence through Enterprise Knowledge Management
Guest post by
Runal Vinodchandra Vakharia, Senior Associate Consultant, Infosys
We are in times where the world is moving at a faster pace, customers are matured and companies are competing with one another to retain customers, while looking to increase revenue from current customers. This has led to the understanding that service offerings can be important differentiators and provide an opportunity to create a customer bond through emotion thereby improving overall customer service experience. One of the tools to enhance customer experience is by deploying knowledge management tools to disseminate key information to service personnel/customers on the fly.
Enterprise Knowledge Management (KM) is all about providing right information to the right customer (Partner/ Agent / End Customer) at the correct time. This information could be given to your partners or agents so they could do the job more efficiently, effectively and commendably. It also ensures high first call resolution rates, thereby improving service efficiency.
Maintaining a large volume of information is one of the key issues an organization faces. This information will typically be spread over multiple data sources like Intranet, Document repository and Manuals etc. Due to this, service personnel are unable to identify accurate and/or currently updated information to be provided to customers. So when someone provides this incorrect information to the customer through any of your service channels, it leads to poor customer experience and possibility of losing a valuable customer. This is where Enterprise Knowledge Management is useful where it provide correct and timely information to all the concern parties (End Customer, Partner and Agent) in a service interaction.
As shown in the diagram, KM not only helps customers to identify the right product on the basis of the search specification but can also be configured to provide troubleshooting wizard options to customers. These features help customers resolve their queries in quickest possible time via increased customer involvement. To further increase customer participation and enhance KM repositories, you can define special offers to encourage customers become more active in contributing to your KM efforts. Most KM tools provide an opportunity to customers to share the knowledge on the forums, blogs and other online communities. So devising and implementing a coherent KM strategy can work wonders for enhancing an organization's service experience efforts.
As somebody has rightly said 'The more customer service insight you have, the more revenues your company will get' and with help of Enterprise Knowledge Management would result in improvement customer satisfaction this would result in improve customer loyalty and better brand equity for an organization.
Thus, key to a successful Enterprise Knowledge Management solution is to build a culture where people feel ownership of the content they use. They contribute to the knowledge base via feedbacks and feel confident that they know not only where to find answers but are also confident about its accuracy. This culture will be put together over a period through a repeatable and consistent knowledge management process. As this culture grows, it will become the base for a successful service experience for customers and employees alike.
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