What Marketers Should Know About Knowledge Management: Part 1
Let’s face it—as marketing and customer-focused professionals, the topic of Knowledge Management (KM) probably isn’t the first thing we think about each day, what gets us fired up during brainstorming sessions, or what keeps us up at night.
But it should be. It’s how we organize, manage, access, and distribute knowledge to help our customers, constituents, and prospects fulfill their wants and needs. Delivering the right information and messages at the right time can dramatically improve service quality, marketing effectiveness, the success of new products and services, customer advocacy, profitability, and much more.
But information delivery is just one part of the equation. The often overlooked—yet absolutely crucial—element is learning.
Effective knowledge management enables us to learn from our customers, prospects and employees, helping us to better serve their needs while improving our businesses.
In this multi-part blog series, we will discuss how these aspects of KM impact marketing every day.
Topic #1: Learning and Other Aspects of Knowledge Management Impact Marketing Everyday
With information being delivered through multiple websites, contact center agents, outsourced contact center partners, sales representatives, customer service personnel, IVRs, brochures and advertising—how do you ensure they are consistently delivering the “right” answers and the “right” messages to protect and enhance your brand? This is a major challenge for Marketers because inconsistencies and inaccuracies can have widespread negative impact—particularly with the proliferation of blogs and feedback sites— including the erosion of customer trust and emotional equity in your brand.
There are numerous benefits in providing an easy-to-access, self-learning, and accurate Knowledge Management system that enables all customer facing channels to answer questions and deliver consistent and accurate information. These include reducing costs, increasing satisfaction and retention, and reducing negative word of mouth and liabilities.
Additionally, a unified knowledge management system (KMS) can help to optimize promotions, create cross-sell and up-sell opportunities, and reinforce the brand promise by enabling all channels to deliver the right message at the right time.
In part 2 of this series, we’ll discuss how Knowledge Management can guide the digital experience for optimal results.