A good knowledge program is one of the foundational elements of a good service experience. Many informational requests can be easily handled using a simple FAQ, which deflects calls from your contact center and keeps your customers satisfied with relevant answers. Agent knowledge that is the same across communication channels guarantees that your customers receive consistent and accurate answers.
But getting your arms around your knowledge assets and maintaining them is hard work. I use a six-step best-practice framework to get you going with knowledge management:
Align the organization for success. To be successful, you need an executive sponsor who will fund your knowledge program and allocate resources to the effort. You also need to put together a project team, follow proper project management practices, and define a rollout and adoption strategy.
Design a framework for knowledge management. Knowledge base content must be easy to find and use. Before starting to create content, you need to determine usage roles, content sources (i.e., what content lives inside the knowledge base and what content lives outside of it but is accessible via knowledge base searches), content standards, and information architecture and localization requirements.
Sorry but I’m “frustrated of Peterborough” (but not directly at IT for once). Having just come off a half an hour call with two “major credit card provider” customer service staff, I’m frustrated to within an inch of screaming at someone. In some ways this blog is my outlet (but there is interesting stuff eventually).
You might think I'm overreacting, however, when one’s time is so limited these days, it is difficult to rise above the fact that I wasted 20 of the 30 minutes most likely because the “major credit card provider” has off-shored its customer support to save money (please note that the off-shoring is an assumption on my part based on my interactions).
But what has this to do with IT?
Hopefully you didn’t need to ask this question … I had an issue with a credit card service; many have issues with corporate IT services. We all call up, we all expect a quick resolution, and many expect to be treated in a customer, rather than supplier, focused manner.
Oddly enough, I spoke about this exact point at the itSMFUK London Regional yesterday … from an IT service management perspective (well specifically a service/help desk perspective). That we are now too focused on the mechanics of things (tool and process, AND scripts) and that, in some ways by virtue of this, we have “dumbed-down” the IT service desk.
This is not intended as an insult to service desk people, they have a difficult job: a job where they day in, day out, deal with the fallout from IT failures and the potentially unhappy customers. In an environment where there is very little “good news” or praise.
We all know that the gap between a customer’s expectations and the service they receive is huge. Customers are increasingly knowledgeable about products and demand value-added, personalized service. Businesses struggle with understanding which initiatives will move the needle in a positive direction and are thus worth investing in. Here is the second tip in my 10-part blog series on how to master the service experience.
Step 2: Is your customer service aligned with your company brand?
Meeting the needs of your customers are important. However, it’s just as important to stay true to your brand and design a service experience that supports your value proposition. Customers need to know what your company represents — which is especially important in the message-cluttered social media world that we live in — and have this brand reinforced every time they interact with you during the sales process, and for every interaction after the initial sale.
These companies have aligned their service offering to help reinforce their brand with their customers:
Apple. Its products are high-style and priced at a premium. Apple’s customer service is very much in line with its brand. The firm delivers customer service on the customer’s terms — you can arrange a phone call with an Apple Expert who specializes in your exact question and can talk with them now or later at your convenience. They’ll even call you. You can email Apple or browse its extensive knowledge base.