Be aware that there is a real quantifiable cost in providing a poor experience – This can me measured by looking at revenues between the best and worst performers measured across 3 dimensions – additional purchases, churn reduction and recommendations.
You all know that we live in an increasingly complex world. The volume of data and information is exploding. Data doubles every 18 months; unstructured information multiplies 6x faster. This data is located everywhere in a company, and is not available to decision makers and company employees in formats that they can act on it.
Companies have to support customers on an increasing number of touchpoints – web, mobile, downloadable mobile apps, voice, elect channels, social touchpoints – all which have to be aligned to brand.Customers are using these channels to search, research, compare….
First, get the foundations of your knowledge strategy right. You should be delivering the same basic knowledge to customers across all the channels that you support – If you email your customer service agent, or call them, or chat with them, or look for the answer via a web self service portal, you should get the same answer to your question. This involves deciding what sources of knowledge to draw from as well as setting up a program in place with the right biz proceses and org structure to support the ongoing creation and maintenance of content.
Forrester's Best Practices Framework for Customer Service