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Best Practices in Knowledge Management Brent Avera Manager-Knowledgebase Sony Michel van Zantbeek Manager-KM Centre Achmea
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A benchmark of excellence Techniques or methods
Vetted through experience and research
Proven to reliably lead to a desired result
Best Practices Are…
Copyright © 2015 Oracle and/or its affiliates. All rights reserved.
Best Practices… Are often not one size fits all! Cultures, business processes, work design differ—yet with KM we are all managing the variables of people, process and technology…
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Panel Format • Michel van Zantbeek, Achmea
• Brent Avera, Sony
• Questions from our panelists to one another
• Your questions and comments
Copyright © 2015 Oracle and/or its affiliates. All rights reserved.
Michel van Zantbeek Manager, Knowledge Management Centre
Interpolis. Glashelder
The customer, Rabobank
and Interpolis insured
of knowledge
Modern Customer Experience
Michel van Zantbeek
Introduction of Interpolis
Interpolis is 1 of the 3
powerbrands of Achmea
Market leader in several
insurance groups
Deoplossingvan.nl
Sells products exclusively
through Rabobank
Trend: Knowledge Management is becoming
the jewel in the Customer Service crown
Trends in customer service 2013
It is also important to customers, as 60% of consumers use
web self-service knowledge to find answers to their questions. 60%
Knowledge management solutions are a critical necessity
for agents who rely on standardized answers to efficiently
answer customer inquiries.
Why do
we do that? (Not because Forrester said so)
High employee turnover in
contact center
Need to reduce costs
and improve quality
Increased need for excellent
customer (self-)service
Aging population causes
loss of knowledge
Increased compliancy,
rules and regulation
How do we do that? Best practices
Integrate knowledgebase
in customer journey
Blueprint
Knowledge Insured
Multichannel,
multiple audiences
Get your
employees involved
Feedback process
Channels
Use of Knowledge
Internet
Face-to-Face
Virtual Assistant
Phone / Mobile
Central Knowledge Base
Continues Improvement
Article
X
Article
Y
Article
Z
Customer relevant
information
Internal relevant
Information
Editorial Process
Governance
Knowledge Owner A
Knowledge Owner B
Knowledge Owner Z
Knowledge Owner C
Knowledge
Management
Department
Blueprint “Knowledge Insured”
Get your employees involved
Let them write
the content
Use feedback
to improve
usage of the
knowledgebase
Monitor
usage of the
knowledgebase
Monitor number
of feedbacks
given to
improve content
Customer journey
Multichannel, multiple audiences
Like a
CAKE we build our
CONTENT in LAYERS
1 article
3 usergroups
A
B
C
A
A
B
A
B
C
Summary
Consumer Rabobank Agents
A A
B
A
B
C
Benefits for
customers,
employees
and Interpolis
Increase in customer satisfaction,
confidence in Interpolis products
and high usage of knowledgebase
45 FTE (20%) reduction at contact
center because of lower call
volume
1 Source of truth, channel
and device independent
Increase in employee satisfaction,
loyalty and employability
Michel van Zantbeek
manager Knowledge Management Centre
+31(0) 6 30 52 18 78
Is there anything I can clarify?
Interpolis. Glashelder
Copyright © 2015 Oracle and/or its affiliates. All rights reserved.
Brent Avera Manager—Knowledgebase, Sony
Best Practices in Knowledge Management
Sony Customer Experience Center
Copyright 2015 Sony Corporation
Brent Avera
Sony Electronics
Copyright 2015 15.04.01 27
Knowledge Management
The most central thrust in Knowledge Management is to capture and
make available the information and knowledge that is in people's
heads as it were, and that has never been explicitly set down,
so it can be used by others in the organization.
Knowledge is power in our organizations
only if it is available to people that need it.
Copyright 2015 15.04.01 28
Best Practices - Measurement
• Measure Something…
• There is no single right way to measure KB success
• There is no specific number or metric to shoot for. The goal is improvement.
• Pick a method and start measuring.
• Answer Effectiveness – Yes/No response
• # of Incidents Created (has to tie to Answer Effectiveness)
• Accepted vs. Rejected (useful for training)
• Something else…
• % Unhelpful
• Answers with > 10 visits and rated more than 5% of the time
• Weighted rating: (# Unhelpful - # Helpful) * # Visits
Copyright 2015 15.04.01 29
Best Practices - Measurement
• Determine a baseline
• Measure improvement from there
• Usage doesn’t equal success…
• But you can’t succeed unless people use what you produce.
• Review answers that do not get used.
• Consider archiving answers with low usage.
• What you measure is important
Copyright 2015 15.04.01 30
Best Practices – Understand Limitations
• You can’t please all the people all the time…
• Sometimes you have to say “NO…”, “You can’t do that…”
or “Its not supported…”
• These answers will have a negative impact on your
metrics, but that doesn’t mean the answer is
wrong or should not be in your knowledgebase.
• Your metrics may be affected by differences in your customer base.
• Answer ratings
• Japan – approximately 70% of customers that view answers rate them.
• United States – approximately 2% of customers rated answers viewed over the past
2 months. Customers tend to rate when they are dissatisfied.
Copyright 2015 15.04.01 31
Best Practices - Improvement
• Start with the simple stuff
• Its often the obvious things that make the most difference.
• You can’t fix everything at once.
• If you change too many things all at once, you can’t
measure the results to know what worked or did not work.
• Content Authoring
• Who is writing your content? (Agents, Technical Writers, Engineers, Programmers..)
• Who should review/publish content?
• People that understand your customer.
• Who is your customer?
• External – people that buy and use your product/service.
• Internal – Agents that support your product when customers contact you.
Copyright 2015 15.04.01 32
Best Practices - Improvement
• Some items to consider:
• Jargon – words that make perfect sense to you but not to your customer.
• Write for your customer – your Agents will understand.
• Guides the agent to use the same words/phrases customers use.
• Improves agent communication with the customer.
• It’s all about the Title (Summary)
• You only have a few seconds to get the attention of your customer. If the title of the
answer doesn’t grab their attention they move on.
• It’s all about the search
• Agents get too smart
• Train your agents to search based on the customer issue.
• Agents tend to search for the “solution” rather than the “issue”.
Copyright 2015 15.04.01 33
Best Practices - Resources
• Engage your resources
• Get input to your knowledgebase wherever you can.
• Agents
• Product Development
• Quality Assurance/Engineering
• Training Team
• Customers
• Respond to those you engage
• Internal resources should always get a response from you for their contribution.
• Don’t set customer expectation for a response you can’t deliver.
KCS Knowledge-Centered Support
Copyright 2015 15.04.01 34
Best Practices – Content Organization
• Modular Answers
• Write once – Use many
• Content reuse promotes sustainability
• One place to update
• Fewer answers
• Supports basic and advanced users
• Variables
• Commonly used snippets
• Non-Searchable Answers
• Rename and use the “Help” access level.
• Answer content that is used from other answers but does not stand on its own.
• Can be viewed externally but does not show up in search results.
Copyright 2015 15.04.01 35
Best Practices – Content Organization
• Umbrella Answers
• One question – Multiple answers
• Example – Windows OS multiple versions
How Do I …
(Searchable)
How Do I …
Windows 8/8.1 (Not searchable)
How Do I …
Windows 10 (Not searchable)
How Do I …
Windows 7 (Not searchable)
How Do I …
Windows Vista (Not searchable)
How Do I …
Windows XP (Not searchable)
Copyright 2015 15.04.01 36
Best Practices – Content Organization
• Umbrella Answers - Example
Copyright 2015 15.04.01 37
Knowledge Management Best Practices - Recap
• Measure
• Understand Limitations
• Identify Improvements
• Engage Resources
• Organize Efficiently
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Other company names and product names are registered trademarks and/or trademarks of the respective companies.
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1-hour, 1-on-1 sessions | Palazzo Ballroom K, Floor 5 *If you didn’t register beforehand, visit bit.ly/ATEVegas or the Reg Desk on Floor 5. First-come, first-served. Limited availability.
Ask the Oracle Service Cloud Experts sponsored in part by:
Be Sure to Attend: Executive Track Thursday, April 2 2 – 2:45 p.m., Delfino 4006 Knowledge Management Strategy panel with Nav Chakravarti, Oracle; Joe Harkulich, Rockwell Automation; and Louis Ross, Beachbody Knowledge management (KM) is a foundational aspect of providing a superior customer experience. Attend this session to learn about the KM strategies two Oracle Service customers use to support their CX and business strategies for marketplace success.
