What Marketers Should Know About Knowledge Management: Part 5
Topic #5: Personalizing responses improves engagement
The customer experience is not a “customer service problem” or a “contact center problem.” Negative experiences can quickly become a major company problem—particularly with the proliferation of social media and feedback sites. On the flip side, brand advocates created through great experiences with your company are crucial to long term success and competitive advantage. No amount of marketing or PR we do can compete with the power of widespread brand advocacy.
Therefore, as marketers we should be thinking about the impact of positive and negative experiences across touch points, communication channels, and customer journey. Ironically, one of the touch points we as Marketers know and love the most—the Web site—can be a significant source of customer dissatisfaction. The responses they receive via the Web self-service channel are, for the most part, inaccurate, inconsistent, and almost always, impersonal.
When a known customer logs a question such as “How many more points do I need for a free flight?” or “When does my warranty expire?” your site should be able to deliver the right answer—not just provide a link to generic information about frequent flier programs or a list of warranty manuals, as typical Search and FAQ technologies deliver.
The ideal conversational knowledge management tool can deliver relevant responses. It accesses multiple customer and knowledge repositories (such as order history, loyalty card information, and warranty databases), incorporates this information into a decision making process, and formulates unique and personalized responses based on this information.
We hope you’ve enjoyed this blog series on what marketers should know about knowledge management.