Knowledge infused processes (KANA Webinar)


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Slide deck from the Webinar with KANA Software to discuss the rise of knowledge infused processes, evolution of knowledge in the organization, and providing better self-service solutions.

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Knowledge infused processes (KANA Webinar)

  1. 1. knowledge infused processes the solution to self-service woes esteban kolsky thinkjar
  2. 2. we have been doing self- service for a very long time, but not since the beginninghave we strayed this far from the needs of the user
  3. 3. problem? it is a matter of perspective
  4. 4. organizations and consumers see self-service as two different thingsorganizations customers
  5. 5. organizations see it As a cheap replacement for phone callsorganizational As a delivery mechanism perspective Not as and experience- centric last step in solving the customers’ problems or issues as they matter As a tool for customers to help themselves, or not
  6. 6. customers see it Organizations trying to push customers awayBetter than being on hold perspective customer on the telephone A hard place to find whatthey need, not all answers are availableOrganizations don’t listen
  7. 7. self-service zen consider the three elements of the inquiry to deliver to expectationscontent what do they need?context how do they need it?intent why do they need it?
  8. 8. self-service zen consider the three models of self- service to deliver to expectations transactionalinformational operational
  9. 9. next step in the evolution of service: knowledge-infused processes knowledge infused process analytics-driven knowledge-driven processproactive agent self field service
  10. 10. problem with traditional process inquiry a knowledge self-service interface answer 1 informational customer inquiry a.1 data answer 2 transactional system inquiry a.2 operational Answer 3 analytics organizationevent
  11. 11. knowledge infused processes (kip)• why do we need a new name? – defines the objective, not function – focuses on the action of infusing knowledge into the process, not the process• what does it mean? – knowledge becomes one part of the answer, not the answer or solution – considers content, context, and intent before merging informational, transactional, operational data and needs to complete answer to customer – customers have complete better answers, faster
  12. 12. knowledge infused process model knowledge self-service interface customer inquiry data answer kip system analytics organizationevent
  13. 13. three steps to kip in service organizations1. find the right processes proper mix of knowledge, transactions, operations highly accessed by customers2. determine their path to kip what operations, transactions, and knowledge they access how is that data and information moved in and out how it can be summarized into a single transaction3. test, deploy, test, improve, test, release can never tell how it will work before you do it
  14. 14. kip feeds new customer service business enterprise applications crm service agent tools knowledge repositories communities support self tools service marketing feedback sales
  15. 15. kip helps improve experiencesefficiency effectivenesscompany customer customer centricprocess evolution experienceloyalty value
  16. 16. kip brings substantial benefits• Reduced maintenance – 3:1 ratio becomes 1-1.5:1 ratio• Improved effectiveness – Higher satisfaction, loyalty scores• Better FTR – Builds loyalty, proves commitment to customer• More customers willing to use self-service – Reduced costs of customer support• Better leverage of resources – Talks to better ROI for company• Shifts power to customer – More “social”, builds basis for collaborative enterprise
  17. 17. now what?• First, don’t panic – there is no forklift coming your way – Leverage, change, improve, and grow• Second, understand the role that knowledge plays in your service organization – May not be as prevalent as you think• Third, plan and strategize before committing – It may, just may, not be the right move• Fourth, as your progress, continue to improve and innovate – Never assume you got it right, intent is ever shifting