Getting Knowledge Management right!

Presenters: Anne Wood

Head of Knowledge Management The Carphone Warehouse

John Chmaj, SVP, KANA Global Services

Overview

•  Goals and challenges •  Best Practice •  Involving users •  Content •  Targeted Technology •  Results •  Key Lessons •  Next Steps

Goals and challenges

In-house system was trying to do too many things

•  There was no consistent, accessible information across the business

•  Lots of expertise and knowledge but nothing written down, no central source of content, no ownership

•  Lack of customer satisfaction •  No collaboration/sharing •  High cost to serve

HR Stuff

Processes

Company Intranet

Customer Knowledge

Internal Communications

Sales and Promotional info

Goals and Challenges

Transform this.... To this....

Best Practice:strategic vision

Carphone understood the need for Knowledge Management

RFQ process to select appropriate partner - KANA

Invested time and energy to recruit the right team

Empowered team to drive the launch of KM across business channels

Best Practice:strategic vision

In development

Approved -awaiting development

2007 Spring/Summer 2009 Spring 2010

Best Practice:strategic vision

Best Practice: Create the right team

Head of Knowledge Management

Editorial Manager Customer Knowledge

Manager

Content Lead Copywriter Junior Writer Technical Lead

KANA Response Administrator

(email)

                                                             OUT  Internal  KPIs,  HR  policies,  Retail  measures,  Company  informa;on  

Internal  Directories,  Intranet  content  

Internal  Comms  Transac;on  forms,  

Wikis  and  blogs  

Best Practice:KM Objectives set...

Find  a  strong  business  owner  -­‐    don’t  leave  business  decisions  to  the  techies  

Build  strong  rela;onships  with  content  owners  -­‐  make  them  part  of  your  virtual  team  

Take  control  of  all  content  channels  -­‐  Online,  contact  centres,  direct  marke;ng,  Same  content  in  all  places  

Create  a  balanced  team  -­‐    copy  writers  and  technical  admin  

Review  and  rewrite  all  content  -­‐    Think  as  the  customer...        Does  it  make  sense?        Does  it  contain  jargon?        Is  it  too  long/complicated?        Con;nually  revisit  and  refresh    

Don’t  overlook  outbound  emails  -­‐    use  the  same  content  in  replies  BE  CONSISTENT  

Best Practice: core competencies

Gather  feedback  on  how  users  do    their  job  -­‐    before  designing  the  solu;on  -­‐    hold  workshops,  roundtables,  surveys  with  every  business  group    

Establish  top  Contact  Drivers  -­‐  ask  the  users  what  customers  ask  us  -­‐  build  content  around  the  customer  not  the  company    

Take  control  of  all  content  channels  -­‐  Online,  contact  centres,  direct  marke;ng,  Same  content  in  all  places  

‘Prime  the  pump’  -­‐  create  enough  content  to  make  the  KB        useful  -­‐  provide  feedback  mechanism  on  all        content    -­‐  seek  contribu;ons/ques;ons/updates      from  users  

-­‐    use  the  same  content  in  replies  BE  CONSISTENT  

Best Practice: Involve the users

Make  the  KB  their  tool  and  their  rollout  -­‐      hold  a  contest  to  name  the  KB  

Communicate,  Communicate  -­‐  count  down  the  days  to  launch  -­‐    make  it  exci;ng  -­‐    use  the  wall  boards  to  generate  interest  -­‐    Stagger  launch  days  -­‐    be  present  -­‐    give  away  freebies  -­‐  Create  super  users  who  understand  the      system  who  are  onsite  to  help  

Partner  with  the  vendor  -­‐  develop  a  trus;ng  rela;onship  -­‐    Allow  users  access  to  ask  for  best  prac;ce      support-­‐  during  and  aVer  deployment  

Best Practice: Involve the users

Think about that content!

Content Entitled – enables common content to be shared

Content with no entitlement will be customer facing

Covers Retail, TalkTalk and Mobile

Covers Retail, TalkTalk and Mobile

Structured content & search: existing internal KB

Advisors wanted browse

structure

Ajax search

KANA Response: used across all departments

I’m very unhappy that I’ve been charged twice for a purchase I made via your online shop. Please will you refund the overpayment immediately.

Thank your for your email. I’m sorry that you’ve been incorrectly charged.

This can sometimes happen when the ‘Buy’ button is pressed more than once.

I’ve refunded the overpayment directly back to the credit card you used for your purchase. You will find it in your bank account within the next 24hrs.

Please let me know immediately by replying to this email if there is any delay and I’ll investigate.

ROI to date

•  Net promoter score – Knowledge & expertise increased from -5 to +7 average (target +13)

•  Average handling time (call) decreased by 10% •  Complaints now below target •  Email handling productivity increased by 109%

and rising! – complex queues reduced from 335 to 9 – emails routed by skill type not content type – categories, auto response/suggest utilised – best practice consultation with KANA

Key Lessons

•  Have a strong business owner •  Decide on the strategic goal

– phased approach •  Involve the users at every stage •  Don’t cut corners or under-estimate the time it

takes to re-write content •  Build a virtual team •  ‘Own’ all the customer touch points •  Collaborate - users, customers, content owners •  Never stop learning or building content

Next steps….

Contact Us

Self-Help Assist Agent Assist

Customer Journey Customer Journey

KANA IQ

email management

Exists

Agent assistance

Exists

CPW self-help

Phase 1

Social media presence

Phase 1

BBY self-help

Phase 2

Geek Squad self-help

Phase 2

Chat & co-browsing

Phase 2

Phase 2

Summary

•  We’re investing in our long term vision

•  Strategic partnership – KANA, KANA Global Services

•  Continued improvement – metrics, ROI, social media, customer collaboration etc •  Keep reviewing, listening, changing –

•  KM and email are not magic •  they won’t maintain themselves