Contact Center Solutions Featured Article

Using Knowledge to Improve the Customer Experience

February 12, 2014

Contact centers are spending a lot of time today juggling data. They have structured data, unstructured data, and piles of data that seem like an incomprehensible mess. Thanks to the era of “big data” and analytics, they know they ought to be doing something with all this information, and many of them are. What they’re finding most difficult, however, is determining which data will actively help them improve their processes and outcomes.


As at least one high school teacher told all of us, information is not knowledge or wisdom. Too much data can simply be noise. The best way to determine whether data is valuable in the contact center is to ask the following question: does it help transform a prospect into a customer faster and at a higher value, or does it help an existing customer become a better one?

Knowledge, used correctly, can play a key role in enabling your customer's journey from initial discovery through purchase and use of your product and services. A knowledge-enabled customer lifecycle is crucial to delivering consistent, predictable, and repeatable superior customer experiences.

Contact center agents are ambassadors of a brand. They are the front lines of the business, touching customers every day and hearing their wishes, hopes, complaints and pain points. Too often, these agents are treated like commodities – their high turnover rates demonstrate this – when they should really be considered valuable knowledge workers. By arming agents with more knowledge, companies can help them do their jobs better, make better customer outcomes and provide better customer experiences. This benefits the company in two ways: it helps agents become more engaged, and it helps customers become more engaged.

But how do you get the knowledge your agents need? Where do you pull it from, and how do you deliver it to them? How do you interpret it in a way that it can be used to cross-sell, upsell or otherwise close a sale? How can you be sure you’re not simply confusing the agent and the customer?

Consider attending a special Web event on February 25, 2014 at 7:00 am ET/12:00 pm GMT (later sessions are available as well) that will answers these questions and more. The Webinar, entitled, “Creating Compelling Customer Experiences: Moving the Needle with Knowledge,” will feature Johan Jacobs, Former Research Director at Gartner, Inc. Jacobs will provide insight into achieving competitive advantage and ROI through exploiting all that knowledge can offer, including key performance indicators and service level agreements; best practices and ROI metrics for knowledge enabled support; new trends in knowledge delivery and optimization; and knowledge worker considerations for improved productivity.

For more information or to register, click here




Edited by Cassandra Tucker



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