Knowledge Management

 Knowledge Management

Collaborative Knowledge Management

When social networking and collaboration tools and media first emerged as a cultural phenomenon, many companies had a predictable reaction: ignore a new form of communication that, at first glance, could not be influenced, much less controlled. 

However, as social media channels have matured, the most progressive brand stewards recognized that embracing social networks and collaboration tools can enhance customers’ relationships with a brand, and be an invaluable resource for serving those customers better.

Social media’s role in the knowledge economy is evolving rapidly, both within and external to an organization. Let's look at the best practices that can help companies to embrace social media, harvest knowledge from the conversations in their user communities, and apply that knowledge to deliver better customer service:

1. Recognize and reward contributions from the user community.

2. Promote community conversations into knowledge assets.

3. Integrate discussion forums into a seamless support experience.

4. Allow customers to self-direct how they participate in the community.

5. Moderate by exception.

Best Practice 1: Recognize and reward contributions from the user community.

When customers engage with the discussion forums on your support portal, they join a community, just like any other social network. Online communities thrive on recognition and reward. With discussion forums, recognition takes on added importance because the contributions from the community have potential to add value well beyond the forums themselves. Finding high-value contributors, recognizing their efforts and encouraging continued participation is essential to leveraging user-generated content for customer service. 

Recognizing individuals’ contributions to the forums often identifies the relevant information critical to resolving customer issues. Participation in these community conversations often exposes developing trends and needs that feed into product and service enhancements.

The challenge, of course, is volume. Many discussion threads will yield few insights that can be repurposed. 

The answer lies in reputation models and ratings systems that allow community participants, including company moderators, to rate or otherwise identify high-value content and translate those ratings into a points program that build a reputation for each contributor. As points accrue and reputation grows, "experts" are recognized and granted additional functionality on the forums. Over time, valued contributors are promoted to higher status levels.

You can complement recognition with tangible reward programs to further convey status and deepen the customer’s brand experience.

Best Practice #2: Promote community conversations into knowledge assets.

Reputation models can serve another function. As participants build reputation, you may grant them the right to recommend solutions from forum threads, in essence extending the reach of the company moderators, and permitting the most valued community participants to help determine which content can be harvested into more structured knowledgebase content. 

This content can then be exposed to the company’s call center agents and published on the company’s support websites. The "expert"-recommended solution would trigger a workflow to ensure the appropriate parties validate the solution information and rework it into the appropriate formats. It is not uncommon for companies to then withhold broader publication to the Web until the new knowledge content has achieved a reuse count in the call center or high access count in the forums.

Community conversations are not always external-facing. Many companies use discussion forums and other collaboration tools within the enterprise to foster communication and knowledge sharing across groups that might otherwise be disconnected. 

For example, problem escalation processes may be managed entirely through collaborative forums. Agents may pose the unsolved problem on an internal forum that reaches across support tiers and geographies. Relevant experts, which may include individuals outside of the support organization, are automatically alerted (via topic subscriptions) and directed to the conversation, where they collaborate to resolve the issue. Managing escalations through forums potentially involves more individuals than a phone escalation, and the discussion thread provides the content that can be harvested into a solution article. As above, participation can be encouraged with incentives tied to a dynamic reputation model that awards points based on issue complexity, timeliness of response, reuse counts and any number of other variables.

Best Practice #3: Integrate discussion forums into a seamless support experience.

Collaboration goes beyond the facilitation of conversations. To be truly transformational for the company, the knowledge emanating from those conversations must be captured and presented external to the forums themselves.

Customers who visit a company’s website to resolve a problem will typically take one of three actions: they will submit a service request for the problem, often through email; or they will search the knowledgebase for information to resolve the problem on their own; or they will search the discussion forums to validate they are not alone in having the problem and to find solutions to that problem. They may do all three. Companies should endeavor to provide a seamless support experience, regardless of which path a customer chooses. One way to do this is to incorporate relevant discussion forum content throughout the experience.

Customers that search the knowledgebase for answers should be presented with relevant discussion topics, specifically those threads that have been marked as solutions by the original poster or moderator.

And those customers who go direct to the discussion forums should be presented with relevant knowledgebase articles when they search the forums. Visitors who search discussion forums should be presented with both discussion forum content and solution articles from the knowledgebase as part of the search results. 

Posting a new question to the forum will automatically trigger a semantic search on existing knowledgebase content which may then deflect the topic from even being posted. This could be a particularly effective mechanism for addressing the duplication problem common in discussion forums. And if the knowledge content that deflects the intended post originated from a discussion thread in the first place, you are presenting harvested knowledge in formats that are both accessible to, and consumable by, the people you are trying to serve.

Even if the customer goes directly to the portion of the site where he can either submit a service request through an online form, or initiate a chat session with an agent, the initial problem description can trigger a search across all knowledgebase and forum content, returning potential solutions before the email is sent, or the chat session is joined by an agent effectively eliminating a costly interaction with an agent.

Taken one step further, discussion forum threads represent an ideal opportunity to present targeted online marketing or other relevant information, such as available product upgrades. Every customer support agent or customer service representative would cross-sell or upsell a customer engaged on the telephone; online, the same rules can be applied to questions posed to the knowledgebase and posted to the discussion forums.

This level of seamlessness is consistent with best practices for any kind of collaborative knowledge management. The ultimate goal is to deliver a consistent customer experience that spans all interaction channels, from phone support to Web self-service to discussion forums and beyond.

Best Practice #4: Allow customers to self-direct how they participate in the community.

The rapid evolution of social media has created new expectations for personalization and flexibility in the way people interact with online content. Users expect "anywhere access" (including mobile access from devices of all kinds) to contextually relevant information through methods of their choosing such as email subscriptions, RSS feeds, shared bookmarks, saved history and more.

Applying granular levels of personalization in collaborative knowledge environments encourages customer participation simply by making desired information more accessible. In customer service scenarios where users are more directed and specific with their objectives, every second saved boosts customer satisfaction with the support experience.

Suggest topics to your users, based on the products they use, and interests they have identified in the past. Save "My Topics" list for user-initiated discussions and highlight which threads have been updated since the user’s last visit, eliminating the need to manually check the site for new posts. Allow the user to define email alerts to content subscriptions to notify the subscriber when new responses are posted. Extend subscriptions across discussion forums and the knowledgebase, and allow flexibility to subscribe by topic or content category, by author and by discussion.

Provide custom RSS feeds for each subscription, and for searches containing specific phrases or keywords. Track user participation in the forums and maintain an access history so customers can quickly revisit forums and topics that interested them in the past, and highlight which information has been read, not read, or posted new since the last visit.

Focus not on how to push content to your customer community, but more on how to enable that community to pull the information they need in the way that makes the most sense to each individual participant.

Best Practice #5: Moderate by exception.

Even as social media has become more widespread and integrated into popular and corporate culture, brand stewards’ fear of potential damage persists. Influence and control remains a concern for most large organizations. But moderating and reviewing every post before it’s published on a discussion forum is not only resource-intensive; it robs users of the very value of the collaborative knowledge environment.

Finding the right balance will vary by company, but in general, to ensure a vibrant and collaborative community, organizations should moderate by exception, e.g., allowing users to post and publish freely, with moderators receiving notices from users reporting abuse, or from filters that identify inappropriate or undesirable behavior, such as mentions of a competitor or the use of objectionable or inflammatory language.

Reputation models, in particular, can help companies achieve that balance between freedom and control, by assigning more rights and functionality to users that have earned the trust of both the community and the company. Advanced search technology can add more power to the filtering mechanism by allowing companies to search on specific concepts so even if there is not a direct keyword or phrase match, semantic analysis will identify discussions that may be objectionable.

Moderating a community by exception, coupled with the ability to ban users, unpublish or edit posts or replies, or close forum topics, creates a positive environment that supports both customers’ need for fast, easy knowledge sharing, and companies’ need for an online community that reflects appropriate values and behavior.

Taken together and implemented correctly, these best practices will help you develop an online community that extends a company’s knowledge culture beyond its own walls, and into the domain of customers, improving customer service and reinforcing brand affinity.

Intranet in Knowledge Management Strategy

The modern workplace is increasingly spread out in many locations, with employees and expertise spread across multiple offices and areas. This makes it very difficult to know what information exists and where it is kept. 

We can make the assumption that a majority of a company’s information is stored on hard drives, content management systems, file sharing applications and in the minds and memories of employees. This creates a few problems:

• People don’t have access to the information they need to do their jobs effectively.
• The sheer amount of information becomes difficult to manage and measure.
• Information becomes stale or inaccurate because it’s not open for collaboration.
• Constant duplication of work, hampering productivity and crippling the pace of innovation.

On average, a typical employee wastes 2.3 hours per week searching for information. This can cost companies $7,000 per employee per year. Prioritizing a company-wide audit of all knowledge can help companies cut down on wasted time and allocate these resources elsewhere.

Turn Information into Knowledge

Knowledge is power, but only when it is shared. Until then, it is just information without context or meaning. The transformation of information into knowledge occurs only when it is stored in a place where people can talk about it and build upon it. Here are three ways a modern intranet can help.

Knowledge Bases

A modern Intranet supports the creation of many types of knowledge bases (KBs), including standard operating procedures, technical documentation, and best practices. This content, which would typically live in documents stored on drives, can now be published as wiki or blog articles that are easy to organize, search, and update. While a robust KB can lead to quicker decision-making and increased productivity, even the best KB is only effective if people know it is there and how to use it. The key is to make sure the structure is intuitive and that the information is searchable based on permissions so people only see what they need and can see.

Expertise Location

A people directory makes it easy for experts to share what they know with the rest of the organization. Think of it like a baseball card collection. Employees are players, their profiles are cards, and each card is tagged with stats (or an employee’s knowledge, skills, and abilities). Your collection should be searchable so it is easy to find who you are looking for, and it should allow employees to validate each other’s expertise by endorsing each other with badges or rewards. Having a full set makes it easy to trade information and expertise in your organization, and identify gaps or areas that you may need to recruit for.

Forums

Online forums give structure to typical water cooler interactions or brainstorming meetings, helping to surface the information that exists in people’s heads. These types of conversations that would typically happen behind closed doors or on email trails can now be transformed into knowledge that everyone can access. Employees can ask questions, submit ideas, or make requests, out in the open, for everyone to see. Even if they don’t initiate a conversation, employees can still participate by liking, rating, or commenting on someone else’s post. Eventually, forums develop into a library of collective knowledge built upon the exchange of information between people and teams in your company.

Example: Onboarding

To demonstrate these concepts, let’s look at a challenge that faces many growing organizations: onboarding. With a modern intranet, you can create a “newbie zone” to house everything employees need during their first few days. The space should feel warm and welcoming, and not confusing or technical. Starting a new job is overwhelming enough. Give them only what they need so they can spend their time learning about the culture, meeting new people, and acquainting themselves with the company’s products and services.

• Include a knowledge base of all company policies and guidelines that employees should be aware of, as well as any training they need to complete. Direct them to the information that is most relevant to their role and responsibilities and try to avoid overloading them with too much at once.
• Include a forum that addresses any “newbie” questions or concerns. It is a safe space for employees to get comfortable with the company, but it also allows your HR team to gather insights about what information is important to new employees and adjust their knowledge bases accordingly.
• Use the forum to introduce employees to experts, mentors, and other influencers that can teach them about the company, and its culture and processes. Invite these experts to answer new forum topics and ensure all existing topics are up to date.

Onboarding is the first opportunity to establish open knowledge sharing as a cultural norm. By using your modern intranet to demonstrate the value and benefit to your employees, it becomes a mentality that everyone adopts from day one.

The Power of Collective Wisdom

Knowledge should be treated as an internal currency with structures in place to ensure that it is managed wisely and that you are not losing any of it along the way. By continuously converting information into knowledge, you can realize a variety of benefits that will move your organization forward, including:

• Active and constant validation of company information.
• A common language that everyone understands.
• A culture of sharing and collaboration where knowledge belongs to everyone.

A modern intranet brings content and conversations together in one place, promoting active and continuous knowledge sharing across all levels of an organization. 

Galaxy Consulting works with many companies to tackle the challenges facing them, knowledge management being just one. Our goal is to help our customers capture the collective wisdom in their organizations so they can drive productivity, promote innovation, and help their business succeed.

Knowledge Management to Increase Efficiency and Productivity

Knowledge management (KM) has become both an important topic driven by a number of industry trends, foremost among them the strong and growing interest in artificial intelligence (AI). A knowledge base (KB) can serve as the centralized source of knowledge for an organization, providing the data needed to feed an AI solution. 

Interest in KM is also being driven by its ability to help companies achieve many of their top enterprise servicing goals: improving productivity, increasing the use of self-service, decreasing customer effort, reducing operating costs, improving cross-departmental coordination, increasing customer and staff engagement, and delivering a better, more personalized customer experience.

This is a major and long overdue turnaround for the KM, which has taken many years to catch the attention of organizations. The question that organizations are now asking is whether KM solutions are able to meet their needs in the era of digital transformation.

KM Awakening

The new generation of KM solutions, many of which are relatively new market entrants, are either up to the digital challenge or are benefiting from investments to get them there. These solutions are built to run in the cloud (although many can also be placed in a private cloud or on premises); use the newest database technology; incorporate responsive design techniques to allow delivery of content to many groups of internal and external users in a variety of channels; depend on highly sophisticated and fast-search software to speed the delivery of information; and embed content management functionality to enable the collection and preparation of all types of data from an unlimited number of sources. 

Many of these solutions also incorporate a KM framework such as knowledge center support to help users roll out and apply their solutions effectively.

Differentiating between KM, search, and content management software has always been a challenge. In fact, a good KM solution depends on content management techniques to enable it to capture, structure, and properly store data. 

KM ensures that the right components of the data are delivered in a manner appropriate for each group (agents, IT staff, back-office employees, executives, customers, partners) and in a format appropriate for each channel (live agent, web self-service, voice self-service, email, chat, SMS, video, social media). When it comes to data sharing, a KM solution is the heart, and it pumps knowledge out to where it is needed, when it is needed, to keep an organization running properly.

Changing KM's Perception and Value Proposition

Major technical innovations during the past few decades are enabling a new generation of KM solutions. But this is only a small part of the developments that are altering the perception of KM. 

In the past, KM solutions were sold to customer service, contact centers, technical support, field service, and other departments that were dependent upon having a source of information to address customer inquiries. 

The value proposition was that a KM solution could replace or lessen the need for staff training and reduce the average handling time with customers. Essentially, KM solutions were sold to enhance productivity and reduce operating costs while improving service quality and first-contact resolution (FCR).

The problem was that employees did not like using many of the KM solutions because the solutions slowed them down; instead of reducing the average handling time of inquiries and improving FCR, the opposite occurred, and agents were penalized. The solutions came with poorly designed interfaces, and the search capabilities were ineffective. 

In addition, agents learned not to rely on a KM solution’s answers because much of the information residing there was either out of date or inaccurate, and the process of keeping knowledge current was cumbersome, time consuming, and costly.

The situation is different today. Companies are anticipating much broader uses for their knowledge bases. Executives have bought into the concept of having a single version of the truth for organization's knowledge, particularly when the information can be rendered appropriately for each group of users. 

As a result, the number of potential KM users has increased, which is a significant game changer. Customers are also making it known that they prefer to use self-service over speaking to live agents, making it necessary to have a clean, accurate, and easy-to-update KB. 

Additionally, Millennial agents, who are now the primary employee demographic throughout  organizations, are wired to look up answers and are happy to use a KM solution, as long as it can quickly give them the accurate information they need. In other words, the current generation of KM solutions is delivering on its promise and has a proven and quantifiable value proposition, when supported by the right enterprise framework and culture.

The KM Competitive Landscape

The fundamental KM concepts still stand, but how they are addressed varies by vendor. Each solution is unique, with an assortment of underlying technology and approaches. Vendors are entering the KM market from many IT sectors, including AI, customer relationship management (CRM), enterprise resource planning (ERP), IT service management (ITSM), workforce optimization (WFO), contact center infrastructure, professional services, and others. 

Some vendors sell only a KM solution; many others offer a KM capability as part of a suite of products, but do not offer it on a stand-alone basis.

The market is in the early stages of transformation, and a great deal more change is expected in the next few years. KM has remained more or less the same for decades, but this is expected to change as organizations get serious about creating a single source of knowledge. The opportunities are great for disruptive solutions to enter and transform this sector.

KM Needs a Framework and Best Practices

While the KM offerings have improved substantially, the primary challenge confronting this sector remains the acquisition, maintenance, and delivery of content. A KM solution is effective only if the underlying data is correct; if the data is inaccurate, it doesn’t matter how well organized or how fast and easy to deliver it is. 

Moreover, for a KM solution to work, a company needs to create an operating environment where all employees support the concept and practice of KM. It’s more than building a KM culture. An organization must institute a framework supported by internal infrastructure that facilitates the processes. It’s not about rewarding employees for authoring articles and using the KM solution. Instead, KM needs to become an inherent and essential component of what employees do on a daily basis.

Final Thoughts on KM

It’s taken a few decades, but KM is finally in the spotlight. AI is helping to push the KM agenda, and companies are getting on board with the idea of creating a single repository of enterprise knowledge, formal and “tribal”, as they consider its broad benefits for the organization, employees, partners, and customers. 

While it’s challenging to implement a KM solution, this is actually the easy part of the effort. More challenging is to set up the organization and processes to succeed with the transformation.

We have 20 years experience in KM. Please contact us today for a free consultation.

Knowledge Management Maturity

Regardless of how great its knowledge management, every organization should take time to see if it enables the flow of knowledge across people and systems and identify opportunities for its improvement. 

Most organizations go through some evaluation when they first initiate their KM programs. However, it is equally important to revisit that self-evaluation at key intervals, such as when participation in KM tools and approaches lags or when leaders want to capitalize on the success of an effective, but limited, KM implementation by expanding it organization-wide.

This post is about knowledge management strategy as well as governance, processes, technology, and change management associated with successful and sustainable knowledge management implementation. In following posts, we will share details about the governance structures, processes, technologies, change management enablers and measurement approaches associated with successful and sustainable KM implementations.

Focus on Value Creation

Start with a focus on value creation. When it comes to building KM capabilities within your organization, it’s important to focus on the organization's goals from the very beginning. According to analysis of the assessment data, organizations that acknowledge value creation as a major objective of KM have a significant advantage in setting clear goals and objectives for their KM efforts. 

Specifically, those organizations are nearly four times more likely to document their KM strategies and road-maps than similar organizations which are not focused on value creation and they are 15 times more likely to articulate formal business cases that lay out the expected benefits and impact of applying KM to business opportunities.

Organizations which start by understanding the relationship between the flow of knowledge and desired business outcomes and then work to design KM tools and approaches that will aid those outcomes are successful in their KM efforts.

Any KM initiative worth pursuing must generate business value in the form of increased revenue, faster cycle times, cost savings, enhanced quality or other tangible benefits. When value creation is acknowledged as the underlying goal of KM, the initiative is starting on the right foot.

By contrast, if an organization has not made the connection between KM and value creation is prone to start throwing tools and techniques at employees without thinking through how they will be used or what broader purpose they will serve. And that kind of KM program tends to fade out over time as users fail to perceive why they are being asked to share their knowledge or how the new tools will help them in their day-to-day work.

Define your strategy and road-map

Once your organization recognizes the relationship between KM and business value, the next step is to cement that relationship by building it into a formal KM strategy and road-map. Writing down exactly where your KM program is headed and how you intend to get there is very important. 

A solid strategy will accelerate knowledge management maturity by providing focus, alignment, and credibility throughout your KM journey. It will also guide conversations with the business stakeholders whose support and buy-in you need to win along the way.

Alignment between KM and enterprise strategy is important for many reasons, but most importantly because it helps you justify the ongoing time, energy, and money required to support and participate in KM tools and approaches. If senior leaders understand the link between KM and the big-picture business concerns that keep them up at night, securing support becomes much easier, even during downturns and business disruptions when funding for “nice to have” programs dries up.

Documenting a KM strategy and road-map is linked with an even more meaningful outcome: the ability to leverage knowledge assets for competitive advantage. Almost every modern organization wants to compete on knowledge: to put its collective know-how to work to get to market faster, deliver superior products and services and earn customer loyalty.

KM exhibits its benefits behind the scenes, and customers reap the rewards without distinguishing the role played by better, faster access to institutional knowledge. But regardless of whether customers see your superior KM processes or they just know they’re getting something better from you than from your rivals, the ability to leverage knowledge for competitive advantage is a goal worth striving for.

Estimate impact

The most powerful accelerator of KM maturity related to strategy development involves analyzing the financial and other benefits your organization can expect from implementing the proposed KM tools and approaches. 

Although that may entail estimating a hard-dollar return on initial KM investments, it does not have to. But regardless of the nature of the benefits on which an organization focuses, your KM team must get specific about the projected impact (on productivity, quality, safety or other key performance indicators) and articulate a set of measures that can be tracked to compare reality against the forecast.

Those organizations that follow this strategy, get it back in the form of reliable funding, leadership and business unit support, program resilience and return on investment.

Financial analysis and documentation of benefits would greatly help the allocation of a KM budget. Even more impressively, organizations that document KM benefits are over five times more likely to procure flexible KM budgets that expand in response to increased demand for knowledge assets and competencies. This relationship is logical because leaders tend to be forthcoming with additional capital as needed if they feel confident that their funds will yield tangible results.

A clearly articulated business case and projection of value are also instrumental in engaging and retaining business unit support. There is no more crucial enabler of KM sustainability than solid business unit backing. Your KM core team can only accomplish so much on its own, and without the business dedicating resources and assigning people to support KM processes and approaches, KM’s scope is destined to remain limited.

Solid business unit support goes hand in hand with opportunities to expand and enhance the KM program, so it is not surprising that financial analysis and documentation of benefits are statistically linked to outcomes. 

For example, KM groups that perform the analysis are more likely to enhance KM capabilities across business units or disciplines and to expand focus from initial areas to other areas of the business. They are also more likely to be able to develop a formal business case for expanding KM to new domains based on predicted gains and impact to the organization.

The most compelling reason to perform financial analysis and documentation of benefits is its strong link to return on investment (ROI). Although many KM programs achieve success without measuring ROI, those that rely purely on anecdotal evidence and success stories to justify KM investments may find themselves on shaky ground if the business environment changes or a more skeptical CEO arrives. Some clear measure of business impact, whether ROI or another outcome in keeping with the goals laid out in the KM strategy and road-map is required to ensure sustainable KM development over the long term.

Conducting financial analysis and documentation of benefits during KM strategy development is highly correlated with an ability to show that type of tangible result. KM programs reap what they sow, and those that establish clear milestones and measures of success upfront are much better positioned to substantiate claims of value down the road.

Stay tuned for further posts on knowledge management.

Knowledge Management for a Contact Center

Knowledge management has been helping many organization to achieve higher efficiency and productivity for many years. It is especially important in a contact center.

When a customer calls, contact center agents rely heavily on knowledge base to answer customer questions. Not having knowledge management in place can jeopardize the quality of customer service in a contact center.

The biggest hurdles to providing high quality customer service is lack of contact center knowledge and inconsistency of answers across different channels of contact as well as inability of self-service help center to deliver information needed by customers. The solution to these hurdles is is the unified multiple channels knowledge management.

These are the main reasons why knowledge management is crucial component in service organizations:

1. Multiple Contact Channels – customers contact with organizations using multiple channels. It is very important to provide a single source of the truth, so that contact center

employees can provide consistent answers to customer questions across phone, email, chat, SMS, and social media. Having a central knowledge base accessible across channels

eliminates silos of information that can lead to different answers for the same question.

2. Self-Service – majority of customers prefer to find answers to questions on their own. Since there is no employee involved in this process to provide answers, an easy-to-navigate knowledge base is essential to give customers a place to search for answers on their computers or mobile devices. This can also service customers while employees are on holidays break, sick days, etc. Self-service also deflects need for customers calls, chat and emails.

3. Issue Complexity – one side effect of the popularity of self-service is that the issues that do arrive in the contact center can be the most difficult and complex. Because of this, agents are unlikely to know the answers and will rely heavily on a knowledge base to find information. A good knowledge base which contains information across a wide variety of topics would be very helpful.

Even if an agent has never taken a certain type of call, he/she can resolve the issue with confidence having such knowledge base handy. Ability to answer complex customers' questions would reduce the rate of return due to inability of agents to answer customers' questions and solve their problems.

4. Trusted Content – social content from forums and online communities can be a plentiful source of useful information, but customers can never be sure if the information is accurate. By promoting social content as part of a structured knowledge base, you can ensure that customers trust that the information is accurate and up to date.

5. Tools and Tactics – the tools and tactics to make contact center workforce successful must also evolve. Contact center workforce should be able to look up information rather than memorizing, and they usually rely heavily on a knowledge base to find answers for customers.

6. Pace of Change – when issues arise, up-to-date information is paramount. Weather issues, communication outages and software bugs can all generate an influx of calls demanding answers with the very latest information. A knowledge base gives employees a place to find the most current information on a frequently changing situation.

7. Speed of Answer – everyone is looking for shorter handling time. Customers are happy to get answers quickly, and organizations get the cost savings they require. However,

shorter handling times are only valuable when the call is still resolved with complete, accurate information. A knowledge base provides a quick way to get reliable answers to even the most complex questions.

8. Any Agent, Any Call – specialized agents can cause frustration and inefficiency as customers get transferred from employee to employee to get an answer. When each agent can access the full breadth of information in a central knowledge base, there is less need to specialize agents for tier one calls. Transfers can be reduced, resulting in happier customers and a more efficient contact center.

9. Employees Engagement – it is important to provide the tools for employees to feel engaged, do their jobs well, and feel confident and motivated in their work. A comprehensive knowledge base is a very useful tool that empowers employees and enables them to answer a broad range of customer questions, even on topics they may not have encountered before.

10. Employees Turnover – employees turnover can be extremely costly. Each time a new employee is on-boarded, weeks of time are spent training him/her on the vast array of information required to help customers. A knowledge base that contains the information needed to answer customer questions can significantly reduce training time, allowing trainers to focus on soft skills and customer engagement.

11. Employees Training - you can reduce employees training needs without compromising service quality by having an optimal knowledge base in place. You can also reduce employees training time which in turn cuts the time lost due to training time.

Providing high level of customer service is not easy, but with a successful knowledge management, you can empower your customers and employees with the information they need, when they need it. Since customer service issues will only grow in both number and complexity, now is the time to ensure your customer service operation is equipped with a knowledge management system. Done right, knowledge management can transform contact centers.

Galaxy Consulting has over 18 years experience in knowledge management. Please contact us today for a free consultation.

Ten tips to unlock the knowledge-ready advantage

Effective Knowledge Management (KM) is very important for an organization, especially for a service organization who has customer support to answer phone calls and chats. KM drives performance and innovation. It can help companies solve critical problems.

Here are 10 tips to optimize knowledge management in your organization.

1. Agile KM helps to stay focused and deliver quick results. Agile methods can contribute to KM in a number of ways. Pilot projects is very good way to test KM initiatives, its direction, and assumptions. KM challenges today include keeping up with operational tempo, adjusting to or creating new behavior and evolving new metrics. Agile KM helps an organization develop new possibilities, new mindsets and new capabilities.

KM is a long-term journey but you also need to show quick results. An example of a quick result could be after action review (AAR) methods as an example of a quick win. Agile KM helps an organization develop new possibilities, new mindsets and new capabilities.

2. Tie knowledge to learning. It is not enough to promote a knowledge sharing culture. You also need to promote a learning culture. KM metrics will also have to evolve and cover a range of activities and impacts, such as user adoption, knowledge sharing, user benefits and customer satisfaction. Different kinds of learning tools and channels can be explored. Gamification, rewarding system, rap songs about KM features would be very helpful.

3. Map the different types of leaderships and narratives. This will create a clear picture of what you currently have in your KM program and what you are missing.

4. Build bridges between KM, big data, and data analytics. KM and data analytics are connected. In consumer, corporate, and industrial work place contexts, analytics can yield useful insights, if the right questions are asked, and that is where KM can help.

5. KM education and industry need to be tied together. KM education helps KM practitioners to stay on the top of global trends and findings, and industry best practices.

6. Let people express themselves in their own creative ways. While much in knowledge capture and communication tends to focus on the typed or written word, people also express themselves in multiple other ways. KM visioning exercises have shown new insights when people express themselves through doodles, drawings, figures, PostIts, flip charts, cards, audio, video, and even skits.

7. Ensure knowledge succession. Knowledge must succeed and be sustainable. Organizations need to focus not just on creating knowledge but also on its implications and immediate actions. Innovation is at the intersection of local knowledge, organizational knowledge, academic knowledge and stakeholder knowledge. Aligned conversations help companies keep the focus on strategic knowledge in the long run.

8. Explore weak ties and strong ties. Organizations certainly must share knowledge and build on collaboration but they also need to master a number of other factors. For example, there are advantages as well as challenges to virtual teams: geographic dispersion (but lack of shared context), online reach (but less richness), structural dynamism (but less organization) and national diversity (but also culture clash). Weak ties give access to novel knowledge and information, but it is the strong tie that will lead to transfer of the innovative idea.

9. Inter-organizational KM must lead to co-creation. Mature KM practitioners are extending their initiatives across organizational boundaries to share knowledge between organizations. But that should extend beyond sharing and cooperation to collaboration and co-creation. Co-creation is usually with a smaller group than in crowdsourcing and includes active involvement of customers.

10. Focus on formal as well as informal knowledge sharing activities. Focus not just on knowledge assets in the “forefront” (e.g. documents) or in the “background (e-mails, PostIts) but also “out of sight” (stories), and online discussion. Acknowledge and identify backroom knowledge sharing in informal clusters. There also needs to be a healthy attitude toward learning from failure.

Future KM trends include a continuing emphasis on collaboration, alignment with business strategy, blend with analytics, and rise of the multigenerational workforce.

Galaxy Consulting has over 20 years experience in Knowledge Management. Contact us today for a free consultation.

12 Steps in Knowledge Management

User centered design is important for successful knowledge management. This design can also be called design thinking. Design thinking can help with process architecture, tools, and a knowledge sharing culture. These are important points for knowledge management improvement:

1. The emphasis on emotion and empathy of user would have a great impact, focus on experimentation and testing before scaling and confidence even in the face of uncertainty. Thus, buy-in for KM initiatives increases when adequate empathy has been shown to employees concerns and if participatory design elements have been used to come up with the knowledge management architecture and processes.

2. Design thinking includes a progressive approach to dealing with failure. Mistakes are treated as learning experience toward a final solution. That can help organizations by celebrating not just successes and best practices, but also failures as a source of learning. Many organizations have a repository of best practices.

3. In their haste toward project completion, many companies focus only on the results and final products. Design thinking allows for creation of extra levels of documentation along the project which may reveal new insights of value to subsequent project teams.

4. Through immersion and interaction, design thinking places a greater emphasis on conversations and thus uncovers deeper information about employees, customer and business partner expectations and aspirations. The use of customer personas also helps bring more holistic insight into the business modeling process.

5. By focusing first on minimum viable products and then full features, design thinking can help avoid features overload and large failed projects. Knowledge management can help in this regard in capturing best practices of frugal product and service development.

6. Design thinking and agile approach can be deployed right at requirements gathering stage and not just design and deployment stages. Organization can have conversations with users at the early stages and even help them question their understanding of the problems and solutions. Better alignment can be brought and lead to new ways of knowledge creation.

7. With its user centered design philosophy, design thinking brings about better interaction between a company and its employees and customers, particularly in an increasingly digital world where all kinds of assumptions are being made about customer's aspirations and problems. Organizations should work on improved formats of communication and knowledge sharing.

8. By repeatedly questioning basic assumptions behind problems, design thinking helps to structure problems in a more effective manner so that more appropriate solutions emerge. Knowledge management should include not only solving problems in a better and more efficient way, but also choosing which problems to solve.

9. Design thinking blends top-down and bottom-up approaches to problem solving, which can help overcome some problems in those KM initiatives that are top-down or led by higher levels of management without adequate factoring of users input or those initiatives where there is full users input with no management support.

10. Find the balance between design thinking and actual design. There are times when employees need to strictly adhere to established strategy, and there are times when fundamental operating assumptions should be questioned in light of changing circumstances and context. Thus the best practices certainly play a big role and design thinking can help come up with the best practices.

11. Design thinking is not just for designers or product developers. It has been used for better design of information portals, vision alignment in technology companies, more meaningful users experience, effective customer service, deeper users engagement in planning and collaboration on projects.

12. Design thinking is the key to innovation in many organizations. Involving users in the design project would also help user adoption of the knowledge management initiative.

Intent to introduce design thinking ideas in knowledge management should be followed by deep research of users and customers information creation and information seeking behavior. Interaction with them will yield very helpful ideas which should be integrated and tested repeatedly until an effective design of knowledge management can be finalized and deployed.

Galaxy Consulting has 18 years experience in applying design thinking in knowledge management. Please contact us for a free consultation.

Successful Knowledge Management

Knowledge Management (KM) main goal is to improve the internal processes of the organization so that it operates better, faster, cheaper, safer or cleaner. 

It is important to create KM strategy. KM strategy is about ensuring that KM processes are as good as they can be throughout the organization. 

Regardless of what industry your organization operates in, it is likely that you are concerned about operational efficiency and effectiveness, which means that operational excellence is a cornerstone of your KM strategy.

The KM strategy should include development and deployment of continually improving KM practices, process innovation, the use of communities of practice and knowledge base, and standardization of process wherever possible.

In a customer service organizations, KM aims to improve the delivery of knowledge to the customers and the people who work with the customers on a day-to-day basis so that customer relationships are maintained, service levels are high and sales volumes are increased. 

In a not-for-profit or non-governmental organization, your customers are the beneficiaries of your KM programs. Similar ideas apply in this circumstance as in a for-profit organization.

The crucial knowledge of an organization is that of the products or services that the organization offers, as well as knowledge about the customers themselves, the market, competitors and other participants in the sector. The majority of this knowledge will be internal with some external knowledge (knowledge from outside the organization) which is needed to fully understand the client, the market/environment, the competitors, etc.

Your KM strategy should include the creation of a reliable knowledge base of products or services for use by your sales force, your service force or your call center or your employees, allied with close attention to customer relationship management (CRM). 

There may also be elements of your strategy focused on the processes of selling and bidding, as even the best product or service will not make money if you can’t sell it. If your organization is in the service sector or is largely concerned with marketing and selling, customer knowledge is likely to be the cornerstone of your KM strategy.

Customer knowledge also applies to internal customers, for example, the IT department’s help desk for internal use. The help desk will need to be able to address employee technology issues based on what services and equipment an employee is using. There is less focus on sales and marketing in working with internal customer knowledge, but the other issues and concerns exist in this case also.

An innovation focus for KM involves the creation of new knowledge in order to create new products and services. The crucial knowledge is knowledge of the technology and of the marketplace. Much of this knowledge will be external, which is what primarily differentiates an innovation strategy from other KM strategies.

The strategy should include knowledge-creating activities such as business-driven action learning, think tanks, deep dives and other creativity processes, as well as knowledge-gathering activities such as technology watch and market research. 

There may also be elements of your strategy focused on reducing the cycle time for new products, as even the best product will not make money if takes too long to get it to the market. If your company is in the high-tech, bio-tech or pharmaceutical sectors, or any other sector with a focus on research and development and/or new products, then innovation is likely to be the cornerstone of your KM strategy.

A growth and change focus for KM involves replicating existing success in new markets or with new staff. It is critical to identify lessons learned and successful practices, so that good practices can be duplicated and mistakes learned from, and to transfer existing knowledge to new staff. 

New staff needs to be integrated efficiently and effectively with adequate training and knowledge transfer so that they become valuable members of the team as quickly as possible. Regardless of what industry you are in, growth and dealing with changing market and organization conditions are often considerations in your KM strategy.

Strategic Focus

In reality, companies may have elements of all four focus areas. They may be concerned about operating their companies efficiently, while also developing customer knowledge and retaining a focus on creating new products. 

However, the KM strategy should primarily address the most important of these four. Don’t spread yourself too thin; don’t try to do everything all at once. Instead, pick the most important driver, and devote your attention to developing an effective KM solution that addresses this focus area.

Doers vs. makers vs. sellers

Some companies do things, some make things, and some sell things. Different organizational focus, different approach to KM. The doers are concerned with operational efficiency, the makers are concerned either with operational efficiency or product innovation (depending on the product and the market they are in), and the sellers are concerned with customer knowledge.

Most organizations are a mix of doing and making, and all sell something, but the point is that depending on the market you are in and the type of product or service you have, you will have a different focus to your KM strategy. One of the main differences in KM strategies is the amount of attention placed on practice knowledge vs. product knowledge.

If an organization does things, its KM approach is all about the development and improvement of practice. The strategy would be to develop policies and procedures, develop communities of practice, and focus on operational excellence and continual practice improvement.

The same is true for the professional services sector and the oil and gas sector. In the case of the oil companies, selling the product requires little knowledge about oil (except for those few specialists concerned with selling crude oil to refineries), and the main focus for KM is on practice improvement. The KM framework involves communities of practice, best practices, practice owners, and practice improvement.

A typical product-based maker organization would be an aircraft or car manufacturer. They make things. Their KM approach is all about the development and improvement of product. They develop product guidelines for their engineers, their sales staff and their service staff. For example, Electronic Book of Knowledge would be a wonderful source to contain information about automobile components, Tech Clubs would be communities of practice.

In a maker organization, the experts are more likely to be experts on a product than on a practice area. With the more complex products, where design knowledge is critical, KM can become knowledge-based engineering, with design rationale embedded into CAD files and other design products.

If an organization is focused primarily on product learning, much of which learning is shared with the product manufacturer. For a product-based organization, the entire focus is on knowledge of product and product improvement.

The danger in KM comes when you try to impose a solution where it doesn’t apply. For example, imposing a maker KM solution onto a doer business, or an operational excellence KM solution onto an innovation business. This is why the best practice is to choose one area of focus for your KM strategy, and work with the parts of the business where that focus area is important.

Workforce demographics

Another factor that can influence your KM strategy is the demographic composition of your workforce. In a Western engineering-based organization, for example, the economy is static, and the population growth is stable. The workforce is largely made up of baby boomers. A large proportion of the workforce is over 50, with many staff approaching retirement. Within a company, very high levels of knowledge are dispersed around the organization, scattered around many teams and locations.

Communities of practice are important in a situation like this, so that employees can ask each other for advice, and receive advice from anywhere. Experienced staff collaborate with each other to create new knowledge out of their shared expertise. The biggest risk to many in an engineering-based organizations is knowledge loss, as so many of the workforce will retire soon.

In a Far Eastern engineering-based organization, the economy is growing, the population is growing, there is a hunger for prosperity, and engineering is also a growth area. The workforce is predominantly young with many of them employed less than two years in the company. There are only very few real experts and a host of inexperienced staff. 

Experience is a rare commodity, and is centralized within the company, retained within the centers of excellence and the small expert groups. Here the issue is not collaboration, but rapid integration and enhanced training. The risk is not retention of knowledge, it is deployment of knowledge.

These two demographic profiles would lead you to take two different approaches to your KM strategy. It is possible to combine the demographic view with the focus areas described previously.

Create your KM strategy based on a combination of the four focus areas and the two demographic types, with the addition of another demographic type, a balanced workforce with a good spread of young and experienced staff.

Galaxy Consulting has over 17 years experience creating and implementing KM strategy. Please contact us for a free consultation!

Five Trends of Knowledge Management

Many issues affect knowledge management. The five most important are big data, cybersecurity, mobility, social analytics, and customer engagement.

The availability of big data has opened many options for understanding everything from customer preferences to medical outcomes.

Amidst all that data, concerns about security have grown, so cybersecurity is taking on new importance. Mobility has become pervasive and affects nearly every element in KM, while social analytics is providing insights at a personal level that were never possible before.

Finally, although those four factors feed into many KM objectives, enhancing customer engagement has taken a place at the top of the priority list for virtually every company and is likely to remain there for some time.

Big data

The most dramatic trend impacting knowledge management is harvesting and analyzing big data. An esoteric phenomenon just a few years ago with a new set of technologies and terminology, big data is now wrapped into the strategic plans of many organizations, and not just the big ones.

There are few applications to help with this challenge.

One of them is Hadoop. It can help to integrate complex sets of data to make business decisions and marketing efforts.

Actian Analytics Platform is a big data analytics solution that is accessible and affordable for small businesses, but also scalable to large ones. It can be used to target right customers. It can also be used to generate an economic case for potential buyers.

For example, Yahoo uses Actian to segment millions of users across 10,000 variables, looking for clues that will help predict customer behavior. Amazon uses Actian to provide the core technology components for its cloud-based data warehouse.

The technology can pull together diverse data in near real time as it flows through the data pipeline, marketing, customer engagement, risk assessment and many other applications. At both ends of the spectrum, from startups to large-scale users, big data is the central force in converting large amounts of data to decision-supporting information.

Cybersecurity

With so much information at large, unauthorized access to it has the potential to be destructive. Knowledge management is focused on information. What makes KM so important is that people can get information and analyze it better. In the past, it was hard to find out who was buying products and how they felt about them. Now an enormous amount of information is available, which has benefits. The information can be stolen and used financial gain.

The cybersecurity market is expected to increase from $95.6 billion in 2014 to $155.7 billion by 2019, resulting in a 10.3% per year increase during that time period. This amount includes network, endpoint, application, content and wireless security as well as many other types of technology. Innovative products are emerging in response to increased threats.

The volume of data, including an entire new collection from the Internet of Things, the challenges of mobile devices, greater use of the cloud for data storage and the broad impact of consumer concern are all sparking the growth.

Cybercrime comes in many forms, from stealing credit card numbers out of a merchant’s database to identity theft of consumers. A common strategy is for a cyberthief to obtain some publicly available information about an individual and use it to open an account or figure out a password that provides them access to an account. Users need to be vigilant about changing their passwords and making them strong. Technological safeguards can be put into place, but security depends a great deal on the human effort.

Mobile devices add another element of risk. They are much easier to lose or to steal, and often contain sensitive information such as bank passwords. Technological advances such as the ability to remotely disable a phone will continue to emerge to protect users from the impact of cybertheft. However, the result of users being careless with physical security, such as leaving a laptop in an unlocked car, remains a threat.

Companies can mitigate the impact on their customers by limiting the responsibility of users in the event of fraud or identity theft. Industries are growing up around providing insurance for such scenarios, either to the merchant or the customer.

Mobility

Although mobility brings hazards, it has brought even more advantages, and it will continue to drive the pervasiveness of knowledge management. Increasingly, knowledge management solutions, including content management, process management and analytics, have mobile versions of the solution. No longer a miniaturized version of the desktop browser, mobile apps are delivering usable KM applications.

Mobility is also forging new paths. For example, Apple Pay allows use of the smartphone as a wallet.

One mistake merchants make in designing mobile apps is to try to duplicate a physical purchase experience on a mobile device. Merchants should not necessarily automate an existing process, but instead should look at the experience holistically. Mobile experiences have to be simpler and as good as, if not better than, the non-mobile experience in order to gain loyalty from the customer.

Barriers remain in the use of mobile devices for enterprise applications, but the barriers also represent opportunities. In a study of U.S. and U.K. information technology decision makers conducted by Vanson Bourne, respondents reported that although more than 400 enterprise applications were typically deployed in each organization, only 22% of them could be easily accessed on mobile devices.

One reason for that is the diversity of enterprise applications. Some are custom, some are SaaS and some are off-the-shelf, and the technology for accessing each one is different. Therefore, development of mobile apps for such applications is needed, but organizations are hampered by the high cost. More efficient development techniques would be a big benefit.

The proliferation of mobile devices has also increased a number of other supporting sectors beside mobile application management (MAM), including mobile content management (MCM) and mobile device management (MDM). Each of them has a touchpoint to knowledge management and should be viewed in conjunction with an overall KM strategy.

Social analytics

Social analytics is a booming market which is expected to triple over the next five years to nearly $9 billion and showing a growth rate of nearly 25% per year. Initially based on simple counts of the number of times a brand was mentioned in social media, analytics has evolved to the point where it is using sophisticated algorithms that support the use of social data for targeted marketing and for initiating customer service.

Social analytics moved from hindsight to insight and now to foresight, with predictive capabilities. SAS social media solutions include integration and storage of social data, general text analytics and analysis of comments for sentiment, and a social conversation module that can work directly or integrate with third-party engagement solutions.

Real-time analysis allows marketing or brand campaigns to be synchronized with the topic threads that are emerging. Decision trees allow ‘what-if’ scenarios such as the impact of increasing the frequency of an ad, or combining customer segments. These analysis allows users to determine the relationships among various factors and to present visualizations of the relationships for better marketing decisions.

The value of social media analytics is also increased by combining it with data such as purchasing information from the data warehouse, to compare customers’ stated intentions with actual behavior. There is tremendous growth in analyzing social media information along with data from the Internet of Things which measures physical activity to build a profile not just of transactions but of tone and behavior along the customer journey.

Social media analytics should not be isolated. The information should be tightly connected to upstream data so different departments can use it to drive the customer experience.

Customer engagement

The driving force for all of the above is customer engagement - collecting and managing big data, keeping information secure, enabling mobility and analyzing social media inputs. The ultimate goal is to engage the customer, whether for marketing, customer support, participation in loyalty programs or some other outcome.

The key for customer engagement is omni-channel. Whether the interaction is initiated by the customer or the organization, customers want options in the delivery channels.

Customer engagement is not a static business area. The feedback obtained through social analytics and traditional business intelligence can be merged to explain both what customers are doing and why. That information can guide the delivery of marketing materials and help provide better customer service.

Galaxy Consulting has 17 years experience in knowledge management. We have lead knowledge management initiatives. Contact us for a free consultation.

Oracle Knowledge Management

As customer expectations rise, delivering personalized experiences that improve customer loyalty, increase customer acquisition and optimize efficiency is increasingly more challenging to achieve. It is very important to engage customers in their preferred channel and to minimize the overall effort of that engagement.

A key to minimizing the customer effort is to deploy a knowledge management platform that crosses all channels, presents accurate content from multiple sources, maintains, relevance, and captures feedback for continuous improvement. Oracle Knowledge is a complete knowledge management solution which provides personalized cross-channel service and support.

Knowledge Platform

Oracle Knowledge Platform is an integrated set of knowledge management capabilities including advanced natural language processing, search, flexible authoring and publishing, rich analytics, customizable self-service, and agent facing knowledge applications. Oracle Knowledge is built on a highly scalable J2EE architecture and on Oracle technologies including WebLogic, Oracle Data Integrator, and Oracle Business Intelligence.

Semantic Search

The Oracle Knowledge semantic search capabilities are built on the fundamental understanding of language. Core language dictionaries are available in 20 languages understanding everyday terminology. In addition, multilingual industry dictionaries are available for major industries including high tech, telecommunications, insurance, finance and automotive.

This core understanding of a user’s language is key to finding precise answers from multiple external sources including the knowledge base, web sites, file systems and other internal knowledge repositories. The most recent release of Oracle Knowledge continues to build on this foundation with widely expanded language and geography coverage, significantly increased performance and reduced footprint with faster search response times, faster content processing performance, and a reduced semantic index size, as well as learning-based search ranking for reduced incident handling time. These improved features deliver increased productivity and lower operation costs.

Authoring, Publishing, and Workflow

Oracle Knowledge is designed to help companies to develop a knowledge base as an integral part of a user’s job. Contact center agents and customers create content as a by-product of solving support issues using a powerful, web-based, WYSIWYG rich text editor. Product experts and contact center agents can collaborate with other users and customers to refine or expand the knowledge base.

Advanced editing capability such as global find and replace and replacement tokens improve the article accuracy while lowering operation and knowledge administration costs. Oracle Knowledge comes with valuable tools to manage the life-cycle of articles. Customers can create their own article templates and metadata. The software tracks all revisions of the articles and provides detailed history. Articles may be routed for approval through the use of a workflow. Providing users with the ability to attach files to forum posts allows them to provide additional information to explain their issues. These capabilities improve self-service rates, while expanding the knowledge base and the user community.

The user interface of the authoring system is available in 24 languages, but content can be created in nearly any language. Oracle Knowledge allows customers to manage the relationship of an article across different locales and languages, while providing authors with the ability to develop locale-specific content and metadata allowing fine-tuning of the customer experience.

Analytics

Analytics Dashboards are tailored to functional roles across the service organization. They harness the optimal value of company stakeholders by providing relevant insights at a glance to reduce operational costs, increase employee productivity, and strengthen customer relationships. With the configurable custom KPI wizard for creating KPI with thresholds and triggers, organizations can increase the efficiency of authoring content, increase answer relevancy, and improve the overall insight of knowledge activity.

InfoCenter: Self-Service Knowledge

InfoCenter provides a Knowledge portal for customers and employees with integrated browse and search functionality via a customizable user interface and knowledge widgets. InfoCenter surfaces the power of industry-based libraries, knowledge federation abilities, and natural language processing abilities of the platform to deliver true, intent-based best possible answer to customers. It transforms the self-service experience for customers by providing contextual, and relevant answers to their questions.

iConnect: Agent Knowledge

iConnect provides robust and scalable answer-delivery framework aiding the agent-facing service delivery model. The context-driven user interface simplifies and enhances the user experience and is tuned for increased performance. iConnect is available as an out-of-the box integration into Oracle Service, and Oracle Service Cloud. Open APIs allow for integration into most industry standard CRM applications.

AnswerFlow: Guided Knowledge

AnswerFlow provides consistent service resolution for agents and customers with the prescriptive delivery of knowledge. AnswerFlow combines decision trees with external data that leverages and increases the strategic value of Knowledge Platform across self and assisted service customer interaction channels. AnswerFlow enables to create and deploy automated interactive processes that guide users toward appropriate answers or solutions in cases where:

• answers are conditional, and can vary based on factors such as account status, location, or specific product or model;
• diagnosis is complex, and identifying the best response among many possible answers involves asking detailed questions and eliminating alternatives.

Galaxy Consulting has over 16 years experience in many knowledge base applications. We can help you to deploy Oracle Knowledge Management. Contact us today for a free consultation!

Use Knowledge Management to Increase CRM Value

Today's post focuses on how knowledge management adds an essential layer of value to customer facing systems, which ultimately drives improved customer experiences.

Two sweeping trends have emerged in recent years: the proliferation of customer channels and the resulting explosion in the amount of data produced. 

Customer relationship management has done a great job of providing a strong framework for these multi-channel interactions. Knowledge management (KM) has done an equally remarkable job by providing the brains behind the increasingly diverse network of customer contact points.

With the explosion of data from many different types of sources in the past several years, the tight integration of KM and CRM systems has become even more essential to offering customers and the agents who serve them the concise and timely information they need.

KM and CRM have a long history of ultimately serving the same goals of quickly and efficiently providing customers with information, whether it is through Web self-service, a call center agent, kiosk or mobile application.

CRM and KM Synergy

CRM applications are systems of record that manage customer data. Knowledge Management (KM) systems, in the context of customer engagement, enable businesses to systematically capture knowledge from subject matter experts within the enterprise, and social knowledge from online communities, social networks, partners, etc. for use by customer-facing organizations and end-customers.

When integrated, KM helps expand the business value of CRM, delivering transformational benefits in enhanced customer experiences, contact center productivity, and improved customer acquisition, among other things. KM systems are also able to leverage existing content management systems by adding a layer of findability and know-how for content-enabled process automation.

How it Works

There are many use cases of how CRM and KM work in tandem to deliver business value. A common one is in the customer contact center where knowledge solution is often used in conjunction with CRM.

When customers call, agents use a CRM to open a case, enter the problem description, and click on a “solve” button. This, in turn, invokes a resolution path, for example, a set of search paths to find the right answer or next steps. Agents get to the resolution using the path of their choice, “accept” the resolution, communicate it to the customer, and close the case. The interaction, including the path to the answer and the knowledge base article that was used to solve the problem or sell a product, is recorded in both the CRM and KM systems.

Business Value

Many companies worldwide leverage the combined power of knowledge and CRM to drive business value. Adopting best practices can help make the business case, implement knowledge, and manage it for sustained business value. Here are some examples:

• Premier home appliance manufacturer: $50M in savings by eliminating unwarranted truck rolls through knowledge-powered resolution processes in the contact center and website.
• Semiconductor giant: 59% increase in web self-service adoption, 30% increase in First Contact Resolution.
• Global knowledge and legal services solutions provider: 70% deflection of calls and emails through knowledge-powered self-service, 30% reduction in content authoring time.
• Leading telco provider: 42% reduction in unwarranted handset returns through knowledge-powered resolution process in the contact center.
• Global bank: 88% reduction in agent training time and 70% increase in productivity through knowledge-powered account opening process in small business sector.

Quantify Value

Assessing expected and realized ROI before and after the deployment would help you to justify the initial investment as well as continuous improvement of the CRM - KM solution. Make sure the ROI metrics you use are aligned with business objectives. For instance, if your main business goal is to increase sales, reduction in average handle time will be a conflicting metric. As you assess ROI, keep in mind that KM delivers ROI across a broad range of business problems. Some examples are:

• deflection of requests for agent-assisted service through effective self-service;
• increase in first contact resolution and sales conversion;
• reduction in escalations, transfers, repeat calls, and average handle times;
• reduction in training time, unwarranted product returns, field visits, and staff wage premiums.

Start with Depth

Unfocused deployments almost always result in a shallow knowledge base that is full of gaps. If agents and customers can’t find answers, or receive inadequate or wrong information, they simply stop using the system. Focus first on depth rather than breadth. Start with common questions on common products or lines of business and expand out over time.

Knowledge-Centered Support (KCS)

Best practice frameworks have emerged over time in knowledge management. For example, the Knowledge-Centered Support (KCS) framework is a comprehensive methodology that helps to improve speed of resolution, optimize resources, and foster organizational learning. Adopting frameworks like KCS is a win-win-win for customers, contact center agents, and the organization alike. Implement the best practices in knowledge-centered customer support.

Maximize Findability

Users prefer different ways of searching for information, just as drivers prefer different ways of reaching their destination. A GPS-style approach with multiple options to find information dramatically improves knowledge base adoption. For example, new agents may find it difficult to wade through hundreds of keyword search results, but might fare better if they are guided through a step-by-step dialog, powered by technologies like Case-Based Reasoning (CBR).

Multiple search options such as FAQ, keyword and natural language search, topic-tree browsing, and guided help enable a broad range of users to quickly and easily find information. Make sure you leverage a unified multi-channel knowledge platform for consistent answers across customer touchpoints.

Implementing these best practices, while making sure that the KM and CRM solutions are tightly integrated, will help you deliver transformational customer service experience while generating breakthrough value for the business!

Galaxy Consulting has 16 years experience in this area. We can help you to integrate your knowledge base with your CRM. Contact us today for a free consultation!