03 Jan Self-service success builds customer loyalty
Today’s Service Centers are being asked to deliver a better self-service experience and expected to grow at a slower rate than their customer base. Every organization has the potential to create a knowledge base that helps customers through self-service. Ideally, customers will find answers in a self-serve knowledge base and offer feedback on its helpfulness. A great search experience motivates customers to visit the self-serve knowledge base to search, explore and contribute. Over time, the customer base grows, while support costs maintain steady state.
To really take full advantage of a knowledge base, customers must quickly find what they are searching for. Knowledge-Centered Service (KCS®) provides the practices and processes to help agents understand and capture the customer experience to improve self-service success. KCS practices encourage listening, capturing, sharing and the quick update of knowledge by teams. The practice of capturing customer words, phrases and context in the knowledge article improves search results in the customer self-serve experience.
To build a truly great self-service knowledge base that’s up to date, teams need to be encouraged to share their knowledge often, and to ‘co-create’ the knowledge with the customer involved. To achieve this, leaders need to acknowledge agents, service suppliers and customers for their efforts to improve knowledge through feedback. KCS offers leaders an approach that recognizes team and individual contributions toward outcomes. Guidelines specify setting goals on outcomes such as, ‘happy customers through quick and reliable search experience’.
Results of customer success using self-service can be a powerful motivator when indicators of success are measured and shared. Individuals and teams are encouraged by the results and they value being recognized for their efforts. KCS provides clear guidelines for selection, capture and review of goals and measures. As team members become more adept with the practices and see the customer self-serve results, they appreciate a customer view of the value. They are motivated to capture the customer experience and quickly validate the knowledge article through group engagement. To reap the benefits, they publish the articles for use in self-service as soon as possible.
Quest (formerly Dell) is one company that is taking this concept very seriously. They have set a goal to publish 90% of knowledge at the time of, or before the case is closed. This rapid publishing of articles is one factor that has contributed to providing timely content and increased customer success with self-service.
Read more about the Quest story here: http://www.serviceinnovation.org/quest/
Catalynk Limited would be pleased to advise readers on how to apply the principles mentioned here to their specific circumstances.