Knowledge BaseConceptsinCustomer SupportExcellence
Knowledge base versus Content ManagementWhat is a Knowledge Base?• A knowledge base is an organizedcollection of informati...
Build Knowledge• Seed KB vs. Import– Most organizations can build their initial seed(kb) from existing online questions an...
Solved CountDefinition: The Solved Count feature collectsinformation about the usefulness of answers inthe knowledge base ...
Answer UsefulnessRightNow Service uses three techniques to gather usefulnessinformation on answers:• Explicit end-user fee...
Types of Searches• Natural language search—The Phrases search technique isuseful when end-users are not familiar with a to...
Differentiators for Searching Solved Count Determination “weighs” answers based on usage patternsand dynamically organize...
Enhanced Search• Search term highlighting—When end-users search for a term on theFind Answers or Answer pages using the ex...
Enhanced continued …• Percentage scoring on search results—Answers returned from a searchcan be displayed and sorted by th...
Knowledge BaseCreation & Maintenance
Knowledge Creation methods• Service Incidents proposed as knowledgecandidates• Batch Imports• Seeding• Analytics Reports h...
Best Practices for reviewing/publishing• Step 1: Define a process for proposing new answers• Step 2: Define an approval re...
Creating Effective Answers• Create one-topic answers– One-topic answers improve searching and grouping, whichenable end-us...
Key Take A Ways:• Learns with every interaction• Fuzzy & Natural language search• Usefulness ranking and clustering• Smart...
© 2007 RightNow Technologies, Inc.Putting the CustomerExperience FirstRightNow ServiceKnowledge Base
RightNow’s eService Patents7 Patents Granted…a highlightUS 6,665,655: Implicit Rating of Retrieved Information in an Infor...
eService Innovation HistoryPre- v3.2 v3.2 v4.0 v5.0•Explicit solved count (2choices)•Literal DB searching•Default OR searc...
eService Innovation Historyv5.5 v6.0 v7.0 v7.5•Foreign extensions toSmartSense•SmartSense speedimprovements•SmartSense tun...
eService Innovation TodayRightNow 8.0•Search relevance improvements (ontologies)•Searching Contacts and Organizations•Admi...
eService Innovation FutureRightNow 8.1 (5/15/2007)•“Big Chat” – Limited Availability for selectcustomers.–Integrated UI–10...
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Knowledge Base Concepts in Customer Support Excellence

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Why do customers (and employees) struggle with rudimentary and redundant tasks, even though the information content is made readily available? Why is content management alone inadequate in a Customer Support operation? Answer : "Content" does not "Knowledge". "Content" is almost ALWAYS company-centric, while knowledge is almost always people-centric. "Knowledge" is amorphous and contextual, yet "Content" is timeless. Customer Support needs are specific, yet "Content" is as vast. More content only clutters the specific knowledge the customer is searching for. Customer Support Excellence therefore requires augmenting Content Management systems with a proactive, dynamic customer experience strategy that begins and ends with the customer experience.

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  • WE WORK HARD TO HAVE THE BEST TECHNOLOGY AVAILABLE TO IMPORVE SELF-SERVICE RATES. THE BEAUTY OF IT IS IT’S IN THE BACKGROUND AND THE INTERFACE IS STILL INCREDIBILY SIMPLE TO USE) An incremental increase in self-service rates can translate into huge economic benefits for your organization. The key is in our self-learning knowledge base approach, which has 21 patents The RightNow solution provides a set of advanced functionalities that support this approach, which remove the vast majority of complexity from implementation and ongoing maintenance. Explanation of graphic : Learning- (we use machine learning, which is an extensive class of algoritCSI including: statistical approaches, modified, adaptive Bayesian networks, fuzzy logic, and swarm intelligence (Doug’s Ant World talk) (All are types of artificial intelligence.) Usefulness ranking- (organized by use) Implicit Relatedness – (we use adaptive “swarm intelligence” networks to determine relatedness between content. The actual data for determining this relatedness comes from user interactions with the site.) Conceptual parsing- (key words, noun phrases, verb phrases, important features in text of emails, answers, etc., then used in clustering, suggested solutions and SmartSense) Relevancy Aging- (information half-life. Focused on both incident solve count and link strength.) SmartAssistant technology – recommendation engine SmartSense technology – detect emotional content of an inquiry and route through rules (no other system can do this) Clustering and Classification – automatic clustering links related information. Clustering for browse interface and the related answers. How you conduct a search: NLP – (Natural Language Processing) – (basic key word natural language searching) Browse Search The knowledge architecture/structure Self-Learning (see below notes) Context Index – (everything is context dependent, searches, browse, everything is based on context) Data Cache – (where all of the information is stored and pulled from) Easily integrated Notes: RightNow implemented and defined the term "self-learning" in version 3.2 – several releases ago. Our definition is that BOTH agents and customers are exposed to a dynamically changing knowledge base that learns based on interactions. Siebel and the other vendors in this space lack two fundamental pieces. They only present the knowledge base to EITHER the customer or the agent, and the way the KB changes is based solely on explicit interactions. Our KB uses both implicit and explicit interactions to determine what is presented to both customers and agents, making it more accurate and customer-driven.
  • our findings and outlines the way leading businesses are executing on their strategic growth strategies.
  • V3.2: Data aging – this is similar to a half-life or decay rate. As the knowledge is not used you can control the speed at which is lowers itself within the list of information until the point at which it pulls It self manages iteself off the list and into a pending status of the Content owner to review. Stop Words – This is ability to fine tune the searching and results of words not to search on. For example, Nike has “shoe” as one of their stops words because it actually has a negative weighting of the information within the system V4.0: Browse – This was our introduction of clustering and Summarization SmartSense – Patented technology that allows the system to understand emotion from text and take action on that emotion based on good or bad Suggest Answers – last hurdle of self-service before submitting a question to an agent, has a 43% effectiveness on solving the customers answer V5.0: Incorporated NLP (Natural Language Parsing) in searching Added micro-level hidden keyword fields to allow content owners to place specific slang or acronyms into a knowldege article without having to be seen on the publicly facing pages.
  • V5.5: Privilege Access Answers- Added ability to display different content to users based on login credentials Increase accuracy of suggested answers by the ability to limit their search to the product and category classification of the ticket by the user V6.0: Voice-enables KB – Patented technology allowing a AI driven knowledge repository to be accessible via a communications network. Using text to speech to search a dynamic KB GAP report – Using AI to recommend holes in a KB based on the comparison between what is in the KB and the type of questions being submitted. This is very different from just comparing what is being searched on and where there are no matches Spydering of external documents and data sources V7.0: Top words and Suggested searches based on matching like items User search corrections using “Did you mean this” functions V7.5: SmartGuide: ability to defined guided decision tree based question resolution process for extremely repeatable and static problem solving Conditional sections with answers – Improved content design with ability to define sections within a single answer for different user types (e.x. Customer, Partner, Employee) and manage out of one answer
  • Product Benefits Improved End-User Experience Searching improvements will create a more refined, integrated, intuitive, and accurate result set, simplifying the end-user search experience. Improved Admin-User Experience Administrative users will be able to search the same repositories as end-users, and be accurately tracked in the use of the knowledge base for learning and reporting purposes. CRM Competitive Differentiators Additional features entering the SA product will add a measure of distinction between our sales product and other offerings in this space. Development Features End-User searching changes Search relevance improvements via drawing from a richer set of secondary information (product, category, and topics) Search results include more integrated view, coupling search results with product, category, and topic results Search results dynamically adjust when too many or too few results are returned Changes to variables, products, categories are reflected immediately for searching Answer_id searchable in all search modes Answer details product text is a link (currently static) Admin searching changes Searching on Contacts/Organizations/Opportunities Same source repositories available to admin searcher as end-users: Answers, External Documents, Topic Words Increased search efficiency Identify the words that should be added to the stop word lists, allowing user approval/disapproval to cause final update (via management and config page). Sales scorecard/President’s Club advisor A new report visible to sales agents to allow them to track their performance against their quota, others in their group or organization, and show progress towards corporate goals Opportunity analysis report/tab “ What If” planner (design prototype only, not released) A manager-accessible calculator tool to aid in resource planning for sales agents Includes a prototypical “average” sales person for head-count comparisons Includes calculated confidence intervals on manually entered changes to values Web spidering counter-measures Identify and segregate web spiders from standard end-user stat collection Create a spider-friendly end-user page Track spider sessions for analytics Sawmill support is necessary, since sawmill is expected to be in use on all hosted sites in the castle timeframe Analytics Rework existing canned KB reports to include admin results Add spider report to KB reports Minor work to give better information on the gap analysis report System work Add various stats tables and routines to support and enhance sales analytics Links table update to separate human and machine generate links Links clustering algorithm efficiency improvements Manual links manipulation api creation Generalized answer structure: file attachment as answer, URL as answer Solved count changes to include end-user short term average, end-user long term average, admin short-term average, admin long-term average Admin behaviors tracked for learning (solved count and links) and reporting Web Search Refactor of htdig to use much faster, more scalable word index Minor changes to the configuration wizard including separating out an advanced section from the basic configurations
  • Product Benefits Improved End-User Experience Searching improvements will create a more refined, integrated, intuitive, and accurate result set, simplifying the end-user search experience. Improved Admin-User Experience Administrative users will be able to search the same repositories as end-users, and be accurately tracked in the use of the knowledge base for learning and reporting purposes. CRM Competitive Differentiators Additional features entering the SA product will add a measure of distinction between our sales product and other offerings in this space. Development Features End-User searching changes Search relevance improvements via drawing from a richer set of secondary information (product, category, and topics) Search results include more integrated view, coupling search results with product, category, and topic results Search results dynamically adjust when too many or too few results are returned Changes to variables, products, categories are reflected immediately for searching Answer_id searchable in all search modes Answer details product text is a link (currently static) Admin searching changes Searching on Contacts/Organizations/Opportunities Same source repositories available to admin searcher as end-users: Answers, External Documents, Topic Words Increased search efficiency Identify the words that should be added to the stop word lists, allowing user approval/disapproval to cause final update (via management and config page). Sales scorecard/President’s Club advisor A new report visible to sales agents to allow them to track their performance against their quota, others in their group or organization, and show progress towards corporate goals Opportunity analysis report/tab “ What If” planner (design prototype only, not released) A manager-accessible calculator tool to aid in resource planning for sales agents Includes a prototypical “average” sales person for head-count comparisons Includes calculated confidence intervals on manually entered changes to values Web spidering counter-measures Identify and segregate web spiders from standard end-user stat collection Create a spider-friendly end-user page Track spider sessions for analytics Sawmill support is necessary, since sawmill is expected to be in use on all hosted sites in the castle timeframe Analytics Rework existing canned KB reports to include admin results Add spider report to KB reports Minor work to give better information on the gap analysis report System work Add various stats tables and routines to support and enhance sales analytics Links table update to separate human and machine generate links Links clustering algorithm efficiency improvements Manual links manipulation api creation Generalized answer structure: file attachment as answer, URL as answer Solved count changes to include end-user short term average, end-user long term average, admin short-term average, admin long-term average Admin behaviors tracked for learning (solved count and links) and reporting Web Search Refactor of htdig to use much faster, more scalable word index Minor changes to the configuration wizard including separating out an advanced section from the basic configurations
  • Knowledge Base Concepts in Customer Support Excellence

    1. 1. Knowledge BaseConceptsinCustomer SupportExcellence
    2. 2. Knowledge base versus Content ManagementWhat is a Knowledge Base?• A knowledge base is an organizedcollection of information.– It’s useful to think of it as a library. The books in the library all contain usefulinformation. Those information “units” are organized to make it easy to findthe one you want.– Instead of books, the information units in a customer service knowledge baseare answers to common questions.– can be much more than just a collection of information. It can be a well-organized, dynamic information resource that makes it easy for even the mostnovice user to quickly pinpoint whatever information he or she needs at themoment.So if a knowledge base is an information unit would it then be correct to saythat content is the book? Why can’t a book be used to answer the questionversus a unit/FAQ?
    3. 3. Build Knowledge• Seed KB vs. Import– Most organizations can build their initial seed(kb) from existing online questions and answers,documents, or customer support interactions.Instead of constructing a complete set ofanswers up front, you can take advantage of theongoing questions that end-users submit tocapture real-world issues.• significantly speeds and simplifies the implementation
    4. 4. Solved CountDefinition: The Solved Count feature collectsinformation about the usefulness of answers inthe knowledge base and uses that data to rankanswers.– Implicit data is compiled by how end-users select andview answers;– Explicit data is compiled by how end-users rate theeffectiveness of individual answers
    5. 5. Answer UsefulnessRightNow Service uses three techniques to gather usefulnessinformation on answers:• Explicit end-user feedback—By default, the Answer page offers end-users a way to rate answers through the “How well did this answer yourquestion?” option. Their responses automatically raise or lower the solvedcount of answers.• Explicit ranking of the answers—The knowledge base engineer canexplicitly rank answers at certain levels in the knowledge base using theDisplay Position setting. This is often useful when new issues arise.• Click-track analysis—RightNow Service analyzes the path each end-usertakes through the knowledge base. The use and benefits are two-fold:– Answer relatedness—An affinity map is built which relates answers that end-users view to other answers viewed during the same session. Through theSmartAssistant feature, RightNow Service suggests answers to them based onthe historical relationships of that answer to other answers in the knowledgebase.– Implicit ranking—The click-track data is also used for answer ranking. Each timean answer is viewed by an end-user or suggested by an agent, its solved countis increased.
    6. 6. Types of Searches• Natural language search—The Phrases search technique isuseful when end-users are not familiar with a topic and allowsthem to enter plain language text. This text is parsed for phrasesand keywords to execute a more accurate search.• Keyword search—The Complex Expression search techniqueallows advanced users to use wildcards (suffix) and logicaloperators to perform precise queries of the knowledge base andexclude extraneous information.• Exact phrase search—The Exact Phrase search technique isappropriate for when end-users are familiar with a subject orknow the exact terminology. Only answers containing the exactwords and word patterns will be returned.• Fuzzy search capabilities— The Similar Phrases searchtechnique uses a spell check process and synonym match on theentered text to perform an expanded search. This increases thelikelihood of finding answers for end-users who do not know theexact terminology.
    7. 7. Differentiators for Searching Solved Count Determination “weighs” answers based on usage patternsand dynamically organizes those answers. Related Answers are automatically provided in addition to the answersreturned in direct response to a query. Using click-track data, this featuresuggests answers to end-users that are related to the answer currentlybeing viewed. End-users can quickly find answers that are similar to onesthey have previously viewed without having to navigate the entireknowledge base. A business rule can also be created to automaticallysuggest related answers to an end-user as they are submitting an incident(Smart Assistant). This provides one last opportunity for users to solve theirissue through a self-service method. Browse functionality that broadens search capacity for the user who doesnot quite know what he or she is looking for or does not have the exactlanguage for the search Document Searching, which allows users to search up to 255 differenttypes of attached documents. This is add-on functionality to RightNowService. Extended Web site Searching, an add-on feature that allows users tospider other web sites.
    8. 8. Enhanced Search• Search term highlighting—When end-users search for a term on theFind Answers or Answer pages using the exact search option, alloccurrences of that term in the answer summaries will be highlightedin the search results and in the answer.• Search text feedback— When end-users search for answers on theFind Answers or Answer pages, their search text might includemisspellings, stop words, or words that are not found in any answers.After a search is completed, RightNow Service provides feedback forany of these cases, enabling end-users to refine their search andreceive more appropriate results.• Default answer lists on the Browse and Web Indexer features—When end-users access Browse or Web Indexer documents, an initiallist of answers, identical to the list on the Find Answers search page, isdisplayed. The Web Indexer feature displays the answers in the sameway as the Find Answers search page. Browse arranges the answers ina folder named Most Popular Documents, displayed at the top level.• Suggested searches—Suggested search functionality uses end-usersearch terms to find representative end-user searches and groupsthem into categories. When you use a new search term, it suggestsrelated topics. This functionality also uses the emotix index and stop-word filter to eliminate inappropriate suggested searches.
    9. 9. Enhanced continued …• Percentage scoring on search results—Answers returned from a searchcan be displayed and sorted by the percentage match for search results onthe Find Answers page. Displaying the percentage match can help end-users refine their search terms to more quickly find answers.• Search customization—Allows you to add industry- or organization-specific word aliases, configure the indexing of incident threads, and createtopic words to link answers and documents to specific words.• Topic words feature—RightNow Service allows you to associate specificpublic answers and documents with particular search words, ensuring thatthe answer or document will always be returned during a search containingthat word. You can also specify that an answer or document always beprominently displayed, regardless of end-user search text.• Aliases word list for specialized terms—A list of synonyms, or“aliases,” is available to further customize search capabilities. This list linksterms specific to your industry or organization to similar terms that end-users may search for.
    10. 10. Knowledge BaseCreation & Maintenance
    11. 11. Knowledge Creation methods• Service Incidents proposed as knowledgecandidates• Batch Imports• Seeding• Analytics Reports highlighting gaps– Keyword Search Report– Gap Analysis
    12. 12. Best Practices for reviewing/publishing• Step 1: Define a process for proposing new answers• Step 2: Define an approval review process for new answers• Step 3: Determine the audience of new answers• Step 4: Determine the display position of new answers• Step 5: Notify staff of new answers
    13. 13. Creating Effective Answers• Create one-topic answers– One-topic answers improve searching and grouping, whichenable end-users to easily find answers that are brief,pertinent without clutter.• Provide adequate detail– answers should contain an adequate amount of text thatexplains the issue and supports text searching and answergrouping (index)• Write a concise summary– critical to the effectiveness of the answer and affects itsdisplay position, how it links to related answers, and how it isgrouped with similar answers• Create explicit keywords– an additional field, not viewable by end-users, usedduring keyword indexing of an answer.
    14. 14. Key Take A Ways:• Learns with every interaction• Fuzzy & Natural language search• Usefulness ranking and clustering• SmartSense• Browse, Suggested Answers• Gap ReportSelf-Learning Knowledge Foundation
    15. 15. © 2007 RightNow Technologies, Inc.Putting the CustomerExperience FirstRightNow ServiceKnowledge Base
    16. 16. RightNow’s eService Patents7 Patents Granted…a highlightUS 6,665,655: Implicit Rating of Retrieved Information in an Information Search SystemUS 6,434,550: Temporal Updates of Relevancy Rating of Retrieved Information in an Information Search SystemUS 454,139-S: RightNow User Interface Display Screen for a ComputerUS 6,842,748: Usage Based Strength Between Related Information in an Information Retrieval SystemUS 6,850,949: System and Method for Generating a Dynamic Interface via a Communications Network BrowserGB 2397971: Method for Routing Electronic Correspondence Based on the Level and Type of Emotion Contained12 US Patents Pending…a highlightUsage Based Strength Between Related Help Topics and Context Based MappingMethod of Clustering Automation and ClassificationAutomated Adaptive Classification System for Bayesian Knowledge Networks (Bayesian is being replaced by InformationRelationships)Method for Routing Electronic Correspondence Based on the Level and Type of EmotionMethod for Providing Search Specific Web Pages in a Network Computing EnvironmentMethod and System for Sending Bulk Electronic MessagesMethod and System for Monitoring Successful Use of Application SoftwareMethod and System for Caching Data and Filtering Data Requests in a Client ApplicationSystem and Method for Defining and Executing Distributed Multi-Channel Self-Service Applications CSIMethod of Weighing Speech Recognition Grammar Responses Using Knowledge Base Usage Data Voice VSS
    17. 17. eService Innovation HistoryPre- v3.2 v3.2 v4.0 v5.0•Explicit solved count (2choices)•Literal DB searching•Default OR search•Explicit solved count (2-5choices)•Implicit solved count•Related Answer links•Admin visibility of customersearch session tied toIncident•Data Aging-Links-Solved Count•Phrase-based searching•Stop words•Default AND search•Browse•SmartSense•Stemming for searching•Similar search-Synonym- Spelling correction•Wild card search•Parametric Search•Suggested Answer•Answer review-on date•Answer auto-review•Adjustable default Answer listposition•Answer feedback•Suggested Answer in livechat queue•Suggested Answer for chatadmin•Customer session passed tochat agent•SmartSense on AgentConsole•Improved SmartSense•User modifiableSmartSense•Improved Browse UI andGuided Search UI•Browse labeling•Link bootstrap using datamining•Added NLP part ofspeech tagger•Keyword field
    18. 18. eService Innovation Historyv5.5 v6.0 v7.0 v7.5•Foreign extensions toSmartSense•SmartSense speedimprovements•SmartSense tuning•Privileged access forSuggested Answers•Limit Suggested Answersby product/category•Reworked search word lists•Improved Browse algorithm•Improved Suggested Answers•Adjustable index size forIncidents and Answers•Voice-enabled search•Enhanced searching-Inherent product/categorysearch-Exposed search config-Additional search operators-More inclusive default searchfeature set•Completely new Browse-Algorithm-Interface-Summaries•Gap report•External documentsearching and indexing•Multiple document typesindexed•Incident archiving•Publish-on date•Recently viewed Answers•Offer Advisor-Manual recommendations-Learned recommendations•Topic Words•Suggested Searches•Real-time search configupdates•Enhanced AND ordering ofsearch results•Alias list•Search highlighting•“Did you mean”•Answer variable contents insearch index•Best matching browse foldersreturned on standard search•Search index speedenhancements•SmartGuide•Answer access levelconditional sections-Per word searchingpermissions•Most popular Answers ondefault external documentsearch page and browse page•Topic word enhancements•User specifiable content tagsto start/stop indexing forsearching•Implicit search on Answer ID
    19. 19. eService Innovation TodayRightNow 8.0•Search relevance improvements (ontologies)•Searching Contacts and Organizations•Admin search on topic words and external search•Self-tuning & Automated suggestion of stop words•Index Incident attachments•Answer variable change reflected in index immediately•Dynamically adjust search results•End-user search display changes•Display matching product/category sections after searching•Answer ID searchable in all modes•Web spiders segregated and track on end-user pages•Rework Related Answer DB structure for manual links and more accurate aging•Algorithm speed improvement on related answer data mining•Solved count tracking to include short/long term for end-users and admins•Admin search behavior tracked•Answer as a file attachment or URL versus just Q&A pair•Web search update•Increased speed, scalability•Internationalization•Simplified & expanded configuration
    20. 20. eService Innovation FutureRightNow 8.1 (5/15/2007)•“Big Chat” – Limited Availability for selectcustomers.–Integrated UI–1000 simultaneous chats•Developer Community–Community Site–RightNow Connect•Interactive Data Dictionary•Support for all languagesRightNow 8.2 (8/15/2007)•“Big Chat” – Generally Available–5000 simultaneous chats–Enhanced reports•RightNow Connect–Communication Integration•Tasks–File Attachments–Complete as an action on tasks view•3rdParty (i.e. Google) search engine integrationwith RightNow KB•PHP 5 Upgrade
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