Magazine article CRM Magazine

Knowledge Management and CRM: Turbocharging Smart Customer Engagement

Magazine article CRM Magazine

Knowledge Management and CRM: Turbocharging Smart Customer Engagement

Article excerpt

By now, your organization has likely made the leap from telephone-centric customer service to multi-or even omnichannel service. But the job doesn't end with deploying systems that enable your employees and customers to interact. There's also the need to deliver smart engagement.

What exactly is "smart engagement?" Simply stated, it's the ability to provide your customers with quick, personalized, contextual experiences seamlessly across all communications channels. Doing so depends, in large part, on your ability to provide employees with the information they need to deliver service effectively--as well as make the right information available to customers via self-service channels.


Although the challenge sounds simple enough, it can actually be a moving target, since products, services, and customer wants and needs--even the customer base itself--evolve continuously. How can you help ensure that everyone is getting the best information for the request or inquiry at hand--and that the information remains fresh and appropriate over time?

Many organizations are addressing this customer service imperative by leveraging knowledge management to unite information and experience in their support operations. Knowledge management solutions can enable quick access to the best information. They can also help deliver smart engagement by allowing you to track and analyze what knowledge is used, when and for whom. With this insight, you can create a core picture of where your business can improve and evolve.


When paired with CRM systems, knowledge management can provide your organization with critical information, such as insight into key searches and topics navigated in a knowledge domain. This offers visibility into the types of questions, needs, issues and ideas that users (and customers) have--providing useful ways for your organization to be "seriously smart" and rapidly respond to opportunities and improvements.

CRM systems using knowledge management can also provide an assessment of the top content resources used by customers. This information can indicate which products and services are of the greatest interest.

In fact, some of the most effective knowledge systems can correlate the top inquiries and content resources with key service drivers, such as call types, Web sessions and escalations, to show where and how knowledge can be further enhanced and expanded to drive better future service experiences. …

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