Magazine article CRM Magazine

For Knowledgebase Content That Connects, Help Your Best Minds Collaborate

Magazine article CRM Magazine

For Knowledgebase Content That Connects, Help Your Best Minds Collaborate

Article excerpt

Best practices in customer service demand a knowledge-base engine that automates collaborative processes to deliver the kind of content that drives self-service and satisfaction. Parature helps businesses meet the imperative to keep their content fresh and relevant.

Knowledge transfer fuels customer service. To improve and automate that transfer, practitioners have made vast headway over the years in adapting knowledge management practices to the explicit needs of service and support operations. The days of knowledge-base-as-static-repository are long gone. To handle complex business requirements and customer expectations, today's customer service knowledgebase is a dynamic engine fueled by stakeholder collaboration.

If self-service opened the window to provide a transparent view into service delivery, social media has since blown the doors off, requiring service organizations to incorporate sophisticated search mechanisms, integrated channels for escalation to assisted service, and unsurpassed content quality. With service now recognized as a competitive differentiator, the effort that sustains dynamic knowledgebases should not be shouldered by support organizations alone. While knowledgebases exist to strengthen relationships with customers seeking self-service through exemplary content, they flourish with the collaborative contributions of a range of departments and business units, and increasingly, from customers and other external influencers.

MAKING SURE IT'S NOT ALL IN THEIR HEADS

As dynamic entities designed to address a wide range of customer service functions, knowledgebases today house and segment content from a wide range of enterprise sources. Besides the typical contributions from the service and support team, actionable content distilled to benefit the service experience comes from product development teams, marketing departments, sales people, business analysts, training program developers, and other entities.

Best practices call for enabling a collaborative process among these contributors, through knowledgebases that incorporate the ability to set rules and procedures to ensure which people contribute to what content and when. To develop content, customer service knowledgebases must enable personnel from various departments to capture information at the point of interaction--regardless of channel--so they can integrate the input into the content lifecycle. Contributors to the content development, editing, and approval process may be designated by job function, skillset, technical acumen, editorial function, or other applicable criteria. For consistency in collaborative efforts, knowledge management systems must be able to enforce process that ensures that all content meets established guidelines. A collaborative process must also ensure that content is categorized and prioritized prior to editing, approval and delivery. …

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