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Customer experience management and Knowledge Management
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Customer experience management and Knowledge Management

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  • 1. The link betweenKnowledge Management & Customer Experience Einat Shimoni, VP & Senior Analyst
  • 2. Experience Economy > Age of the CustomerFrom 1900 to 1960, Age of Manufacturing , if you owned a factory,you owned the market.From 1960 to 2000, Age of Distribution, if you owned the distributionchannels, you owned the market.From 2000 to 2011, Age of Information, if you owned the information,you owned the market.From 2011, Age of the Customer, if you engage the customer, you ownthe market Einat Shimoni’s work copyright STKI 2012 Do not remove source or attribution from any slide, graph or portion of slide 2
  • 3. How are we doing so far? • “Follow us on facebook” – likes! • Monitoring brand awareness • FAQs on website • Mobile apps! Customer experiences are wicked problems Einat Shimoni’s work copyright STKI 2012 Do not remove source or attribution from any slide, graph or portion of slide 3
  • 4. Customer Effort Score (CES) CES: measures the energy a consumer has to put into dealing with a process The goal of CEM is to optimize interactions from the customers perspective Einat Shimoni’s work copyright STKI 2012 Do not remove source or attribution from any slide, graph or portion of slide 4
  • 5. Summary: Consumerization . . . a tipping point User Consumer Dependent WORK STYLE Self-Service The Office LOCATION Anywhere M-F, 9-5 WORK HOURS 24/7 Flexibility Devices NEEDS Scalability USERS have matured to become CONSUMERS Einat Shimoni’s work copyright STKI 2012 Do not remove source or attribution from any slide, graph or portion of slide 5
  • 6. Context-based Services (Source: Accenture technology vision 2012) “Where you are and what you’re doing – will drive the next wave of digital services” Einat Shimoni’s work copyright STKI 2012Source: http://www.slideshare.net/scapecast/accenture-technology-vision-2012 Do not remove source or attribution from any slide, graph or portion of slide 6
  • 7. Cost per call* Live agent (CSR): 5$ (avr.) IVR: 1$ Web interaction: <0.2$* Average costs are based on global research findings across all industries includes Service rep salary, electricity, computers, systems, training, maintenance Einat Shimoni’s work copyright STKI 2012 7 Do not remove source or attribution from any slide, graph or portion of slide 9 74 444 74 www.stki.info All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 7
  • 8. It takes too much time to findexisting information needed to complete tasks The Problem: Too much info! Lack of information Einat Shimoni’s work copyright STKI 2012 Do not remove source or attribution from any slide, graph or portion of slide 8
  • 9. Let’s see the numbers  The typical IW spends up to 25% of the day searching for the right information to complete a given task. Ineffective searches/wasting time looking for information can cost companies up to 10% in salary expenses (Butler Group)  Employees spend 12 hours a week on info-gathering tasks: mostly, unsuccessfully. (Accenture)  Knowledge workers spend 15%-30% of their time gathering information, but are successful less than 50 percent of the time. (IDC)  The amount of new technical information is doubling every two years Einat Shimoni’s work copyright STKI 2012 Do not remove source or attribution from any slide, graph or portion of slide 9
  • 10. Traditional KM Problems• Built as stand-alone repositories, not connected to everyday processes• Bringing the right information to the right user at the right time remains a challenge• Categorization is problematic• “We Built it and they still didn’t come”• From lack of information ---- to Too much Information Einat Shimoni’s work copyright STKI 2012 Do not remove source or attribution from any slide, graph or portion of slide 10
  • 11. Knowledge Management TrendsKM is becoming more process-dependent, should be combined in every-day tasksTiming and context are importantThe realization that the information should be delivered to the right person at the right time The goal of knowledge management - reducing the need to reinvent the wheel Einat Shimoni’s work copyright STKI 2012 11 Do not remove source or attribution fromMoshav Bnei Zion, Israel +972 slide 444 74 www.stki.info All Rights Reserved @STKI any slide, graph or portion of 9 74 11
  • 12. KM & Web 2.0Participation: (Not) for everyone Source: Forrester Source: http://om.ly/Ioix Einat Shimoni’s work copyright STKI 2012 Do not remove source or attribution from any slide, graph or portion of slide 12
  • 13. Thanks for your patience and hope you enjoyed Here you can find the latest version of this presentation: http://www.slideshare.net/einats Einat Shimoni’s work copyright STKI 2012 Do not remove source or attribution from any slide, graph or portion of slide 13
  • 14. Thank you! Einat Shimoni Blog: www.einatstki.blogspot.com Twitter: EinatShimoni Einat Shimoni’s work copyright STKI 2012 Do not remove source or attribution from any slide, graph or portion of slide 14