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Dec 12, 2015

What Marketers Should Know About Knowledge Management: Part 3

Next in our series "What Marketers Should Know About Knowledge Management," we address Topic #3: Using Knowledge Management to Build Trust

It takes 12 positive experiences to make up for one unresolved negative experience, according to Understanding Customers by Ruby Newell-Legner.  With realities like that, brands can’t afford to drop the ball on even one customer experience.

One of the clear expectations today is a unified experience across channels. With so many engagement options, it can be daunting to think about ensuring that customers will feel they are having a single conversation with your company all the way through their buying journey. 

Having a solid knowledge management system (KMS) in place is a crucial part of your strategy.  A centralized knowledgebase that can serve a number of channels can ensure consistency.  Leveraging the same answers across self-service, call center agents, store associates, and others is a great way to provide reliably accurate information which gives customers confidence in your brand.

A great knowledgebase will allow you to begin with the documents and information already available as a starting point. Smart KMS software will also be able to provide insights regarding how the system is being used by consumers, showing you suggestions about which content areas are missing or need additional answers.

In addition to consistency, not forcing customers to start the conversation over with each change of channel or device will delight them.  Having the ability to capture what a customer has been asking the KMS, and passing that rich information to the agent allows the engagement to continue smoothly.  This keeps customers engaged and frustration-free.

In part 4 of this series, we'll discuss how a sophisticated knowledge management system will facilitate learning through conversations.

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