When it comes to service and support, customers don’t long for conversation. They want answers – fast. According to Parature’s 2014 State of Multichannel Customer Service Survey, customers rank the top two aspects of a satisfying customer service experience as:
- Getting my issue resolved quickly (41%)
- Getting my issue resolved in a single interaction (26%)
So, what is the key to delivering on the above? At the heart of every efficient and effective customer service resolution is the right knowledge. It is a simple foundation that, if developed and managed correctly, can be used both internally and externally – and distributed from a single source across almost every channel including phone, IVR, email, live chat, mobile, social, support portal and more.
Knowing How to Make Knowledge Work
The challenge for most brands is not the lack of knowledge, but rather the single-source management of, access to and delivery of consistent, correct knowledge in real time. Notes CRM analyst Esteban Kolsky in a new white paper, “not having access to the right information is the most critical time-waste of preparing any answer for a customer. If the information is not available quickly, it is nearly impossible to deliver against expectations.”
The benefits of successful knowledge management in customer service, thinking in terms of both the internal (employee) and external customer, are almost too numerous to list, but include higher customer satisfaction scores, increased customer loyalty and trust, improved efficiency and effectiveness, increased employee engagement and decreased churn, as well as noticeable gains in both revenue and cost savings due to self-service deflection of frequently asked questions from high-cost, high-touch channels such as phone and email.
Knowledge’s Rich Return on Investment
For a real-life customer service knowledge management success story, search no further than Ask.com, a brand that over the last few years, has developed a highly-successful knowledge management offering to serve the hundreds of thousands of visitors that come to the site each month. Ask.com Global Customer Care Manager Eric McKirdy recently calculated the ROI from just one of the brand’s customer service knowledgebase articles, selecting the most-viewed article which now has been accessed more than six million times.
Calculating that the average annual starting salary for a CSR in their area at $40,000/year, and that it would take a CSR perhaps two minutes to answer the same question on the phone or by email with each of the 6,001,458 (and growing) customers that have accessed the article… that’s 64 cents per answer, for a more than $3 million return on investment for this single piece of self-service content.
In an upcoming November 4th webinar, ThinkJar Founder and Principal Esteban Kolsky will detail the importance and benefits of knowledge management for customer service.
Senior Director Bill Patterson of Parature will explore the critical role of knowledge in self-service and consistent engagement across channels including email, chat, the web, mobile and social.
Ask.com Global Customer Care Manager Eric McKirdy will also join the conversation to share the brand’s notable knowledge management for customer service success, along with proven best practices that have helped make McKirdy a customer service thought leader.
Don’t miss out on finding out if your brand’s a leader or a laggard in KM for customer service and what you can do to quickly improve your success.
On November 4th, cast your vote for faster responses and greater customer satisfaction. Register for this complimentary webinar today!