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Transcript of Salman chaudhary
© 2011 Oracle Corporation – Proprietary and Confidential
1
How Knowledge Management can help
Enterprises Improve Customer Experience and
Reduce Costs
Salman Chaudhary
© 2011 Oracle Corporation – Proprietary and Confidential
2
• Faster changes in the market driven by increased competition
• More products/services and more complex products/services
• Shorter product release cycle times
• More content/data/knowledge published in increasing quantities
• Increasing Customer Expectations
• Customers expect to have information to serve themselves
• Want information delivered from a customer centric viewpoint and not a company-centric siloed viewpoint
• Globalization and diverse geographies
• Customers are located across countries and expect localized information on their terms
• Work teams are also dispersed across geographies and time zones
• Integration and Collaboration drive value
• Knowledge is dispersed, needs to be captured from Employees, Partners and Customers
• Departmental silos and multiple systems reduce speed, efficiency and effectiveness
Why is Knowledge Management critical in today’s
enterprise environment?
© 2011 Oracle Corporation – Proprietary and Confidential
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Service experience is increasingly being viewed as
a primary differentiator – 60% of customers will
pay more for better service *
* Harris Interactive, 2009 Customer
Experience Impact Report
And – delivering great
Customer Service is
harder than ever
before…
Ease of switching vendors
Cost cutting & staff consolidation
Multi-skilling and Virtual Contact Centers
Offshoring and outsourcing
Faster product / service innovation
More products/services and more complex
products/services
Increasing customer sophistication
Growing web & social channel adoption
Explosion in information volume and diversity
Customer Experience is More Important than Ever
Before
© 2011 Oracle Corporation – Proprietary and Confidential
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Email Social Chat
Web Phone FAQ
Every
channel is
powered by
a different
silo
Web
Content
Static
Pages
Case
Data
Standard
Response
User
Context
Frequent
Phrases
The Problem is Compounded Across Channels
© 2011 Oracle Corporation – Proprietary and Confidential
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How do I make an international wire transfer?
As a result the Customer Experience suffers
© 2011 Oracle Corporation – Proprietary and Confidential
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* Harris Interactive, 2009 Customer Experience Impact Report
86% of Customers will stop doing business with an
organization after 1 bad experience, and 82%
told their friends about it *
The experience you deliver to your customers every
day, through every transaction, either builds value for
your brand or destroys it.
And the cost of a poor Customer Experience is
© 2011 Oracle Corporation – Proprietary and Confidential
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Knowledge Management can help Enterprises
differentiate on Customer Experience and Reduce
Costs
KM systems should enable companies to…
Dramatically improve the customer experience
Increase productivity in the contact center
Drive significant value from social channels
Substantially lower support operating costs
Knowledge Management systems should help
connect people to answers across all customer
channels including the Web, Contact Center, and
Social Communities.
© 2011 Oracle Corporation – Proprietary and Confidential
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L H
H
L
Customer Satisfaction
Em
plo
yee
Pro
du
ctiv
ity
• Delivery of the right knowledge, at the right time, drives a better Customer Experience
• Enables website conversion increasing revenues and profits
• And Improves Productivity and Profitability
• Makes employees more productive and effective
• Improves first call resolution reducing costs and increasing customer sat
• Let‟s your Customer‟s move to self-service support
Knowledge Drives a Better Customer Experience
and Positively Impacts Profitability
© 2011 Oracle Corporation – Proprietary and Confidential
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• Tacit
• “You don‟t know what you know until you‟re asked”
• In people‟s heads and not formally documented until an
interaction makes it available
• People won‟t take the time to document this unless
triggered via an interaction
• AND with the right incentives and controls
• AND if it‟s really easy
• AND is part of everyday normal work process
• Granular
• Typically an adjunct to formal documentation
• May have a combination of Tips, How-To‟s, FAQ‟s,
Solutions, Short Documents
• Time critical
• Knowledge has a shelf-life; needs to be authored and
captured quickly
• E.g. Insurance companies suspended writing new
policies in Southern California in October „07
Key Characteristics of Knowledge
© 2011 Oracle Corporation – Proprietary and Confidential
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• Distributed
• Contribution/Authorship
• Knowledge and expertise are distributed; multiple sources including customers can contribute
• E.g. Your customer may be more knowledgeable about your legacy products than your support engineer
• Delivery/Consumption
• Users of information are also distributed so they need information that is appropriate to them
• E.g. Customers, Partners, Support personnel (Level 1 vs. Level 2), Employees
• E.g. We have a customer who has three separate products acquired from three separate companies, serving three customer segments, but each article has to have its own branding and context
• Business Purpose
• Drives a specific business process and purpose
• E.g. customer service, sales, marketing
Knowledge
Application Customers
Partners
Support
Marketing
Product
Engineers
Answers
& Action
Key Characteristics of Knowledge
© 2011 Oracle Corporation – Proprietary and Confidential
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CMS
KMS
L H
H
L
Frequency of Updates
Dynamicity G
ran
ula
rity
/ C
on
trib
uto
rs
Characteristic CM KM
Contributors Limited number of authors
Large numbers of authors
Granularity of Content
Documents or Web Pages
Small to Medium Articles
Frequency of Updates
Dynamicity
Periodic – Quarterly, Monthly
Frequent – Weekly, Daily, Hourly
Comparing Content Management and Knowledge
Management
• Knowledge is tacit, granular, time-critical.
© 2011 Oracle Corporation – Proprietary and Confidential
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What are the Key KM Capabilities that will Improve
Customer Experience and Reduce Costs? • Findability – Search and Browse
• Intelligent and Natural Language Search • Understanding Customer Intent - rules-based results:
not just articles or pages • Personalized, Relevant and Context Sensitive
Experience • Consistent Answers across all channels • Search across multiple sources both inside the KM
Repository and from external sources – Data Repositories, Websites, Social Forums….
• Intelligent Troubleshooting Flows
• Proactivity
• Alerts and notifications on feeds and user based subscriptions
• Easy and Intuitive Content Creation – Fast Content Publishing cycles by business (non-technical) staff
• Integrated with Case Management / CRM, Chat, Social and other Customer Interaction Systems
• Harness social content
• Integrated Measurement System
Measure content gaps and operational efficiencies
Report on customer feedback and ratings
Provide insight on customer behaviour
Contact Deflection
Online Conversions
First Time Resolution
Average Handling Time
Escalations
Time to Competency
Training Time (Multi-
skilling)
Content Maintenance
effort (over time)
Ability to Scale
Ability to Gain Insight
on User Behaviour
© 2011 Oracle Corporation – Proprietary and Confidential
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Intent based Intelligent
Search comprehends
that these requests
represent three
different intents
Support
“Did I pay my bill
last month?”
Research
“What are the options
to pay my bill?”
Purchase [Pay]
“Pay my bill”
Differentiating on Customer Experience -
Understanding the Intent of Customer Requests
© 2011 Oracle Corporation – Proprietary and Confidential
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Support
“Did I pay my bill
last month?”
Differentiating on Customer Experience -
Understanding the Intent of Customer Requests
© 2011 Oracle Corporation – Proprietary and Confidential
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Research
“What are the
options to
pay my bill?”
Differentiating on Customer Experience -
Understanding the Intent of Customer Requests
© 2011 Oracle Corporation – Proprietary and Confidential
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Purchase [Pay]
“Pay my bill”
Differentiating on Customer Experience -
Understanding the Intent of Customer Requests
© 2011 Oracle Corporation – Proprietary and Confidential
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Email Chat
Web Phone FAQ
Dynamic response across channels, Consistent Communication,
Superior Experience, Lower Support Costs, Scale with Growth
Social
Differentiating on Customer Experience – A Single KM
Platform powers interactions across all Channels
© 2011 Oracle Corporation – Proprietary and Confidential
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No Answers
Not Relevant Results
No Feedback
No Offers
Best Case - Poor Experience
Worst Case - Lost Sale / Customer
Poor Customer Experience can lead to lost sales
opportunities or Customers
© 2011 Oracle Corporation – Proprietary and Confidential
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Understands &
Clarifies Intent
Targeted
Promotion
Immediate and
Relevant Results
– Driving Sales Ratings and
Feedback
Differentiating on Customer Experience – Relevant
Answers and Promotions Improve Online Conversions
© 2011 Oracle Corporation – Proprietary and Confidential
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Clarify and
Understand
Customer’s
Intent
Manage The
Experience
Harvest
Community
Knowledge
- Product Guide
Categorized
Answers
Diagnostic
Wizards
Knowledge powering all channels…
Differentiating on Customer Experience – Manage the
Experience and Leverage Multiple Content Sources
© 2011 Oracle Corporation – Proprietary and Confidential
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16,000 Agents
100 countries
11 Languages
1M daily web inquiries
Over 2M at peak retail
iLog / iDesk – Agents
iKnow – Support
AOSS – Online Store
Genius Bar – Stores
Internal HR Portal
Differentiating on Customer Experience – a Single
KM Platform powering all customer channels
© 2011 Oracle Corporation – Proprietary and Confidential
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• Discussion Forums are just another self service channel
• Deflect Posts by automatically searching the KB when Post is created
• Treat Discussion Forums as another content source for users searching for answers
• Harness user generated content back into KM workflow and made available to other channels
Differentiating on Customer Experience – Integrating
with KM and Harnessing Social Content
© 2011 Oracle Corporation – Proprietary and Confidential
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Reducing Costs – Intelligent Search and Proactivity
reduce Research time, AHT, and Escalations in
Contact Centers
© 2011 Oracle Corporation – Proprietary and Confidential
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Reducing Costs - KM Integrated with CRM reduces AHT and provides content usage analytics
• Integrated Knowledge - Immediate access to the information
needed to resolve customer inquiries in
a single integrated desktop.
• One-Click Answers – Agents can leverage Siebel service
request information and with one-click
retrieve relevant best answers from
InQuira’s knowledge base
• Smart Excerpts – Search terms and concepts are
highlighted and displayed as intelligent
summaries, helping to reduce research
time.
• SR Attachments – With just one click, agents can attach
knowledge context and versioned online
article links into any service request.
• Service Transcripts– Agents can send customers service
transcripts for detailed article
information or promote future self-
service interactions for call deflection
strategies.
© 2011 Oracle Corporation – Proprietary and Confidential
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Report identifies a surge in poor answer quality
Drill down reveals the cause:
Although the bank provides tax planning services, it does not
have income tax related information.
Differentiating on Customer Experience – Identify
Content Gaps Rapidly through Analytics
© 2011 Oracle Corporation – Proprietary and Confidential
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Service Transformation – Drive Margins – Cost Take Out
Customer Experience – Better Self Service
Call Deflection – Minimize calls and escalations
Drive Revenue – Up Sell and Cross Sell
Agent Proficiency – Better call handling
Cross Channel Delivery – Relevant Content
Agent Training and Turnover– Accelerated training
Introduction – Why Companies Invest in KM
© 2011 Oracle Corporation – Proprietary and Confidential
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• It‟s about People, Process and Technology
• Get high level sponsorship and broad based buy-in
• Create a Learning Organization
• Make Knowledge Creation part of the process
• Use Reputation Models to find and define your experts
• Reward them, formally and informally
• Select the right application and implement it alongside KM processes
• Define and make the business case and drive the right initial investment
• Ensure ongoing support, care and feeding
• Dynamic Publishing
• Keep knowledge up-to-date
• Monitor feedback and workflow for bottlenecks
• Measure
• Be diligent about measuring usefulness and culling what isn‟t useful
Knowledge Management - Implementation Best
Practices
© 2011 Oracle Corporation – Proprietary and Confidential
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