Moving the Needle on Knowledge Management - 4 Key Steps to Successful Implementation


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Leveraging knowledge management internally and externally allows organizations to deliver outstanding customer care with increased productivity. But in order to achieve measurable ROI, knowledge management solutions must be implemented in a manner that generates high demand and usage.

Read Moxie's eBook to learn the 4 key steps to a highly successful knowledge management implementation.

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Moving the Needle on Knowledge Management - 4 Key Steps to Successful Implementation

  1. 1. 2 | Moving the Needle on Knowledge Management Moving the Needle on Knowledge Management
  2. 2. 3 | Moving the Needle on Knowledge Management Table of Contents Introduction: Key Steps to Successful Knowledge Management…………….………3 Step 1: Know What Knowledge Management Is………………………….……..4 Step 2: Hire a Dedicated Knowledge Administrator…………………………….………7 Step 3: Make Knowledge a Key Part of Your Customer Care Strategy……….…………………12 Step 4: Consider Multiple Ways to Use Knowledge…………………………………….15 The Knowledge Management Payoff……………………17
  3. 3. 4 | Moving the Needle on Knowledge Management Lots of companies have attempted to leverage knowledge management both internally and externally, but maximizing its use and value has not always proven easy. For many companies, it’s been a frustrating journey of implementing a knowledge solution only to find few people use it. So how do you get from a largely ignored implementation to one that is in heavy demand and usage? In this e-book, we’ll explore four key steps that can lead to a highly successful knowledge management implementation. Introduction Key Steps to Successful Knowledge Management
  4. 4. 5 | Moving the Needle on Knowledge Management What is knowledge management? Perhaps surprisingly, it’s not just a technology or a product you buy. Granted, you buy a software solution for managing your knowledge, but real knowledge management is a collection of best practices and processes for leveraging the know-how that exists in your organization. It requires a well thought-out strategy for creating and maintaining the knowledgebase in order to continuously improve its performance and promote its use. Step 1 Know What Knowledge Management Is
  5. 5. 6 | Moving the Needle on Knowledge Management Where technology comes into play is in the ability to use the most sophisticated forms of searching. What you don’t want is knowledge management that relies on simple keyword searches a la Google which yields hundreds and even thousands of potential “answers”. A good knowledge solution leverages multiple ways of searching including natural language search, semantic search, intent-based search and decision trees that ask questions to clarify intent. Search techniques like decision trees help users pinpoint the right answer by guiding them through the process of defining their questions.
  6. 6. 7 | Moving the Needle on Knowledge Management Knowledge management uses all these search techniques to deliver the “single right answer”. This relevancy of response (RoR) is the equivalent of first call resolution (FCR) in your contact center. In fact, just as you have benchmarks for FCR, you will need a service level agreement for the RoR your knowledge solution delivers. Ideally, every answer should have no less than 85% relevancy to the question, and there should be no more than 3 answers per inquiry. RoR Measurement Techniques  Knowledge vendor’s RoR algorithm  Frequency of same response  Customer and agent rating of accuracy and usefulness  Subject matter expert sign off Did this answer your question?
  7. 7. 8 | Moving the Needle on Knowledge Management A successful knowledge management implementation incorporates all of the knowledge that gets used in your organization and operations. This includes knowledge about corporate policies and procedures, the information agents, customers and partners need to resolve issues, and knowledge that is generated through social channels. Step 2 Hire a Dedicated Knowledge Administrator
  8. 8. 9 | Moving the Needle on Knowledge Management The trick is to get this knowledge into your knowledge repository and keep it current and accurate. Unfortunately, this is the step that can spell death for your knowledge implementation if it isn’t done right. Too often, the approach to populating the knowledge repository is to rely on contact center agents and subject matter experts for voluntary contributions. The reality is they rarely contribute. They are too busy and often do not possess the writing or typing skills needed to quickly craft quality content. 90% of call center agents type with two fingers
  9. 9. 10 | Moving the Needle on Knowledge Management Knowledge management is not a part-time job. The success of your implementation depends on designating a knowledge worker whose sole function is to populate and administer the knowledgebase content. Look for individuals who have taken classes in business writing. They should also demonstrate good research and communication skills as your knowledge administrator will work closely with contact center agents and subject matter experts to create, review and revise content.
  10. 10. 11 | Moving the Needle on Knowledge Management It’s important that your administrator monitors how well the content is meeting the SLA for relevancy of response. When responses are not meeting targets, an “unresolved process” is needed to improve performance. Using an automated workflow, the questions and answers can be sent to the administrator with a time limit set for creating and publishing more accurate and relevant content. This process continually increases the value of the knowledge by focusing on those areas most in need of improvement.
  11. 11. 12 | Moving the Needle on Knowledge Management Consider how the knowledge administrator fits into your organization in order to facilitate success. A good place to start is within the IT organization where the administrator works with IT staff to get the knowledgebase implemented and populated with existing content. Then the administrator can move to a permanent residence in the contact center—the ground zero for consuming knowledge. When your administrator lives where knowledge use is crucial, he or she can most easily capture and revise content that reflects real-world knowledge needs.
  12. 12. 13 | Moving the Needle on Knowledge Management Knowledge cannot live on its own. The key to adoption is to make sure knowledge is integrated everywhere. Knowledge needs to be behind every channel you support, from the contact center and IVR to email, online search, SMS, Web chat, virtual assistants and social channels. Step 3 MakeKnowledgeaKeyPartof YourCustomerCareStrategy
  13. 13. 14 | Moving the Needle on Knowledge Management It is particularly important that knowledge is fully integrated with every transaction through the Web care model of your customer care strategy. Think about what typically happens when a customer who is about to check out has a question. Email is far too slow, requiring the customer to wait hours—if not days—for an answer. By the time it arrives, the customer has long ago abandoned the cart. The usual alternative is a web chat with a live agent or a phone call, both of which are costly models for answering what may be a very simple question.
  14. 14. 15 | Moving the Needle on Knowledge Management A far better solution is to fully integrate knowledge with your transaction systems so that answers can be instantly supplied using lower cost online channels. Imagine that every single transaction screen has the knowledgebase behind it, ready to provide immediate assistance in the most contextually relevant way possible, whether that is a simple auto-generated text answer, a how-to video, a chat with a virtual assistant or a link to a social forum, for example. With knowledge embedded in every transaction, relevant answers can be immediate, enabling the sale to move forward.
  15. 15. 16 | Moving the Needle on Knowledge Management Typically, knowledge management is considered as a primary tool for customer service or support organizations. It’s a great place to start your knowledge implementation. Step 4 Consider Multiple Ways to Use Knowledge But this doesn’t mean knowledge management is useful only in this setting. A comprehensive strategy for knowledge management considers how it can become integral to the functioning of multiple groups within the organization.
  16. 16. 17 | Moving the Needle on Knowledge Management Marketing and sales departments offer an excellent opportunity for expanding knowledge use, helping these organizations better target campaigns and increase sales. For example: • Embed Search or Web chat at the checkout screen to answer last minute questions. • Analyze search, chat and virtual assistant interactions to understand your customers’ experiences and respond appropriately, such as proactively inviting them to chat at moments where they get “stuck”. • Provide knowledge access to telesales agents to shorten training cycles and rapidly ramp productivity. • Provide feedback to product development to create more customer-focused goods and services.
  17. 17. 18 | Moving the Needle on Knowledge Management The Knowledge Management Payoff With knowledge management, you can more easily and rapidly resolve issues so that you can: • Use less expensive self-service channels for customer care • Significantly reduce phone call and Web chat volumes • Defer agent hiring and even reduce headcount • Reduce time-to-resolution when agent interactions are needed • Increase productivity by increasing the number of simultaneous Web chat sessions per agent $35 average cost per call $12 average cost per web chat
  18. 18. 19 | Moving the Needle on Knowledge Management Here’s how knowledge management has delivered measurable ROI to two companies: Fortune 500 Technology Company • 62% reduction in average call handle time • 30% increase in agent adoption in first 6 months • 2,300% increase in article contribution Fortune 100 Company • $2.4 million savings per year by shaving 3 seconds off each complex call • 1 million complex calls per month handled through knowledgebase
  19. 19. 20 | Moving the Needle on Knowledge Management Thoughtfully implemented knowledge management can deliver real value to your organization, enabling you to offer outstanding customer care at far lower cost. Using the techniques outlined in this e-book, you can achieve high rates of adoption and cost-effective issue resolution. It’s a win-win for everybody—your customers, your staff and your business.
  20. 20. 21 | Moving the Needle on Knowledge Management Meettheauthor Johan Jacobs Johan Jacobs is a former research director with Gartner, Inc. Based on his 13 years of experience, Johan has developed a depth of insight and expertise on knowledge management, including best practices, implementation techniques and ROI.
  21. 21. 22 | Moving the Needle on Knowledge Management Learn More If you’re interested in learning more about Moxie Software’s solutions for knowledge management, please contact: Moxie Software NA: +1-800-474-1149 Int’l: +44-870-904-1122