Customer service knowledge comes in many forms from customer self-service knowledge to agent-facing knowledge, and many formats from video, to knowledge base articles and more.
No matter where or how it’s delivered, customer service and customer experience initiatives are depending more and more on that knowledge being accurate, consistent and easy to access by both agents and customers. A recent Economist Intelligent Unit (EIU) survey of more than 2,000 global consumers confirms that customers want fast and correct information above all else.
When asked which element was most important in an ideal customer experience, respondents listed a “fast response to inquiries or complaints” (47%) as their top choice. In turn, the most negative aspects of a customer experience centered around knowledge, with “slow responses to inquiries and complaints” (38%) and “inaccurate or misleading information about products” (35%) topping customer experience turn-offs.
A new 2016 Knowledge Management for Customer Service survey conducted with analyst and knowledge management authority Esteban Kolsky shows organizations are struggling with justifying greater investments in knowledge because they’re not measuring its impact. Almost one-fourth (23%) of respondents said they don’t currently track metrics for their customer service knowledge, which can quickly lead to reduced customer and employee satisfaction through decline in use and usefulness. The result: the inability of customers to get the answers they want in a timely fashion or at all, and employees being frustrated for not being able to deliver.
For those looking to start measuring the effectiveness of this important service foundation, here are six metrics to consider when it comes to knowledge:
1. Number of Views: This metric often shows the interest in a subject or topic, gives an idea of self-service deflection and sometimes (but not all the time) the usefulness of the knowledge content. This metric should not be used as the only measurement for customer service knowledge effectiveness.
2. Customer Rating: Your customer-facing knowledge content should incorporate a scaled rating system asking customers if the knowledge was useful to them or resolved their question or issue. Measurement should take into account both the rating level and the number of ratings.
3. Employee Rating: Customer service employees should also be able to rate the quality and effectiveness of knowledge so that if there are many knowledge content collaterals on a similar subject, they can reduce their time to respond by presenting the knowledge that has already helped agents serve the customer best.
4. First Contact or First Time Resolution (FCR or FTR): This number should increase with improved and regularly maintained knowledge management implementations, especially agent-facing knowledge.
- 5. Average Handle Time (AHT): This number should decrease with improved and regularly maintained agent-facing knowledge management initiatives.
- 6. Deflection: With effective self-service knowledge, especially self-service knowledge that can be posted, updated and delivered across channels quickly, call assisted service interaction volume (i.e., calls, emails) should decrease.
- As the cornerstone for customer service and customer experience consistency, producing and delivering knowledge for customer service is a start; testing your knowledge delivers consistent improvement.
- What customer service knowledge metrics do you measure within your organization? I’d love to hear some of the metrics you’re tracking in the comments below. Thanks!
Want More Knowledge? Get the 2016 Knowledge
Management in Customer Service Report
With 89% of companies planning to compete on the basis of customer experience this year, the key that will separate leaders from laggards is the quality, accessibility and consistency of knowledge – not just across customer service agents, but across the entire organization.
Want to know where your organization stands compared to others?
Check out the results of this important global survey with an accompanying report from industry analyst Esteban Kolsky who shares insights on how to get ahead in customer service through knowledge management, how to justify a greater investment, where to invest, key success metrics, as well as next- and best-step actions to become and remain a leader in this key area.