What Marketers Should Know About Knowledge Management: Part 4
In our “What Marketers Should Know About Knowledge Management” series, we’ve reached Topic #4: Learning through conversation
If you don’t want your customers to abandon you, don’t abandon your customer before their needs are fulfilled! Your visitor or caller may have multiple related questions—not just one. While some search- and FAQ-based knowledge management and Web self-service solutions answer the first question fairly well, that’s where it ends.
Most often when a visitor enters subsequent question(s), the system is not able to factor in what it “learned” about the visitor or caller during the first interaction to personalize or contextualize the response it delivers. Instead, each interaction is treated as a brand new one, and your visitor or caller must “start over” with each question they ask.
This can be very frustrating, not only from a time and hassle perspective, but also because the customer or potential customer feels unappreciated. On the other hand, a conversational knowledge management solution that “learns” about the individual’s needs and can leverage that information ensures a much more accurate and informed response, and improves the overall customer experience.
You’ll want to provide an experience that feels like your customer is interacting with a person on the other end, not a robot. In fact, this would be accomplished by a virtual agent that uses natural language processing to ensure responses that recognize intent, rather than a keyword match. This results in more relevant and customized answers. Download our whitepaper “Is It Live…Or Is It a Conversational Agent” for more details.
In the final part of our series, we’ll discuss how effective knowledge management can help to personalize responses to customers and improve engagement levels.