Knowledge Management for the effectiveness of web self-service

[German title: Wissensmanagement für eine effektive Selbstbedienung im Web]

Bob Peery
Knowledge Management Made Easy: Focus on these best practices.
destinationCRM, Sunday, July 01, 2007

Abstract: Most customers expect businesses to have a Web self-service offering. According to a 2006 Forrester Research report, customer behavior changes are driving companies to invest more in self-service. Additionally, businesses are realizing the benefits of not paying $5 per interaction to provide Web call-back or chat–they can pay 25 cents or less to resolve the issue and provide 24/7 customer service via Web self-service. Leveraging knowledge management (KM) best practices is essential for all companies, but it’s even more critical for those replacing ineffective solutions or implementing a knowledge base for the first time.
A recent Jupiter Research/Ipsos executive survey indicates that most companies are not monitoring self-service resolution failure. Only 21 percent of executives at companies with more than $50 million in annual revenue and with self-service deployed monitor their offerings for failure. In these cases some of the major benefits (i.e., cost savings and improvements in overall agent efficiency) associated with deploying a knowledge base won’t matter if customers are left frustrated after an issue is unresolved. You may think the easy answer is for businesses to monitor the effectiveness of their Web self-service, but that is only part of the solution. To mitigate this problem businesses need to ensure their KM initiative is established through best practices.

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