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Unit 13: Knowledge Management

Providing hundreds of results to sift through and zero at-a-glance pricing information, this Notes
Website delivers an unsatisfying experience—making the customer expend additional time and
effort (and likely do more searches) to find the desired pricing information. This kind of experience
can frustrate the customer—leading to a costly phone call or, worse, abandonment of the site in
favour of a competitor with a more customer-friendly approach to information delivery. Now
let’s look at the same inquiry and customer experience handled by the website of a large
telecommunications company, which adheres to the principle of relevant content, focus and
structure.
Figure 13.2: This Website Demonstrates a Better way of Providing Results for the Same Search

Source: http://www.oracle.com/us/products/applications/getting-knowledge-managt-right-wp-
1353041.pdf
In this Website experience, the knowledge platform structures the results to tie them directly to
the customer’s intent. Prominently displayed pricing information is enriched with related content
and activities that can help prod the customer to click the Add to Basket button. The integration
between content and inquiry also enables the customer to provide feedback about the effectiveness
of the inquiry response, which helps the company refine and improve the experience on its site.
This level of intentional service can have profound effects on the overall customer experience
and the efficiency of support organisations. Oracle customers have achieved significant
improvements in their customer satisfaction ratings and substantially reduced costs by
implementing these methodologies.

Example: A leading business equipment company set a strategic management directive
to lower service costs by reducing the call time for billing and technical assistance calls while
providing customers with better self-service. The company replaced multiple home-grown
intranet systems used by 1,100 agents with Oracle Knowledge for Contact Centre. As a result,
call research time was reduced by 50 percent on average, Web self-service inquiries achieved
better than 75 percent initial resolution, and the company experienced a nearly 80 percent
reduction in e-mail during comparable periods in which postal rate hikes would have been
expected to create large spikes in inquiries.

Task How to provide a better experience to the customer? Discuss.

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