Building a customer-facing knowledge base is one of the easiest and quickest ways to improve customer satisfaction and reduce the number of calls that come into your contact center. Added bonus: the impact can be immediate. For those getting started on building a knowledge base from the ground up, it may seem like a large task to pull together the “knowledge” itself. I will share a few insights to get you started and to save you a ton of time.
If you already have a customer-facing knowledge base, I believe you'll find a couple of these insights helpful too.
All knowledge is not created equal
Think about the 80/20 rule. For most organizations, 20% of all of the questions you receive from customers make up 80% of your call volume. As you begin your customer-facing knowledge initiative, you will have the most dramatic impact by focusing on the few questions that make up the majority of your call volume. You are probably asking, how do I figure this out? Here are a few places to start:
- Wrap up codes through your telephony solution – A number of contact centers, through their telephony solution, ask the agent at the end of every call what “category” that call was about. i.e. Billing, Product Support, etc. If you have your analytics guru pull a report, it can give you a wealth of information on what type of calls are driving the greatest volume.
- Incident/case management solution – If your contact center is using an incident management system to track customer inquiries, then talk with your business analyst to run reports that break down the volume of incidents by category, product, etc.
- Search terms on your website – Most organizations these days have a search box on their website. Have your web administrator run a report on the search terms that your customers are actually typing into your website. What terms are being searched for the most?
- Google/Bing search terms – If your organization has web analytics enabled on your site, you can actually pull reports of what search terms people are typing into Google and Bing (among others) to reach your site. What are the most common customer support terms?
After taking a look at the information you have gleaned above, you should begin seeing a pattern emerge as to the questions you are receiving with the greatest volume.
Create the Knowledge
But before you write all of the content from the ground up, chances are a lot of your work may be done for you already! Here are three ideas that can help you get a jumpstart on creating the knowledge:
- Agent Email – One of the best places to look for pre-written knowledge is your agent’s email. The best part about it, not only do you see what your customer’s question is, you see the agent’s response! (aka pre-written knowledge content)
- Chat transcripts – If your organization has web chat enabled, go through your chat transcripts. It should provide a wealth of content for you to reuse in your knowledge base.
- Agent Training Manuals – You probably have agent training manuals that walk your agents through answering customer questions. These have obviously been written for internal use and will require some re-working, but the foundation is there.
I hope these tips help jumpstart your customer-facing knowledge initiative! In today’s world of ever-increasing customer expectations of immediate, 24x7 support, a powerful knowledge base is the foundation for providing customers with instant customer service in a very cost effective way.
Have any questions about this week's post? Feel free to reach out - we'd love to hear from you!