Knowledge infused processes (KANA Webinar)

knowledge infused processes

the solution to self-service woes

esteban kolsky

thinkjar

we have been doing self-service for a very long time, but not since the beginning

have we strayed this far from the needs of the user

problem? it is a matter of perspective

organizations custo

mers

organizations and consumers see self-service as two different things

org

an

iza

tio

na

lp

ersp

ecti

ve

organizations see it

As a cheap replacement for phone calls

As a delivery mechanism

Not as and experience-centric last step in solving

the customers’ problems or issues as they matter

As a tool for customers to help themselves, or not

custo

mer

persp

ective

customers see it

Organizations trying to push customers away

Better than being on hold on the telephone

A hard place to find what they need, not all answers

are available

Organizations don’t listen

content

context

intent

self-service zenconsider the three elements of the

inquiry to deliver to expectations

what do they need?

how do they need it?

why do they need it?

self-service zenconsider the three models of self-service to deliver to expectations

informational operational

transactional

proactive

self

agent

field service

next step in the evolution of service:knowledge-infused processes

knowledge-driven process

analytics-driven

knowledge infused process

problem with traditional process

event

organization

inquiry a

answer 1knowledge

data

system

analytics

informational

transactional

operational

self-s

erv

ice in

terfa

ce

inquiry a.1

answer 2

inquiry a.2

Answer 3

custo

mer

knowledge infused processes (kip)

• why do we need a new name?

– defines the objective, not function

– focuses on the action of infusing knowledge into the process, not the process

• what does it mean?

– knowledge becomes one part of the answer, not the answer or solution

– considers content, context, and intent before merging informational, transactional, operational data and needs to complete answer to customer

– customers have complete better answers, faster

knowledge infused process model

event

organization

knowledge

data

system

analytics

kip

self-s

erv

ice in

terfa

ce

inquiry

answer

custo

mer

three steps to kip in service organizations

1. find the right processes

proper mix of knowledge, transactions, operations

highly accessed by customers

2. determine their path to kip

what operations, transactions, and knowledge they

access

how is that data and information moved in and out

how it can be summarized into a single transaction

3. test, deploy, test, improve, test, release

can never tell how it will work before you do it

enterprise applications

crm

salesmarketing feedback

service

business

selfservice

communities

agenttools

knowledgerepositories

supporttools

kip feeds new customer service

kip helps improve experiences

customercentric

evolution

efficiency effectiveness

company customer

experience

loyalty value

process

kip brings substantial benefits

• Reduced maintenance– 3:1 ratio becomes 1-1.5:1 ratio

• Improved effectiveness– Higher satisfaction, loyalty scores

• Better FTR– Builds loyalty, proves commitment to customer

• More customers willing to use self-service– Reduced costs of customer support

• Better leverage of resources– Talks to better ROI for company

• Shifts power to customer– More “social”, builds basis for collaborative

enterprise

now what?

• First, don’t panic – there is no forklift coming

your way

– Leverage, change, improve, and grow

• Second, understand the role that knowledge

plays in your service organization

– May not be as prevalent as you think

• Third, plan and strategize before committing

– It may, just may, not be the right move

• Fourth, as your progress, continue to improve

and innovate

– Never assume you got it right, intent is ever shifting