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.